物聯網創新創業的構框競賽

Framing Contest of Innovation and Entrepreneurship in the Internet of Things

新產業架構（industry architecture）的形成通常會歷經激烈的角力過程，不同的陣營爭奪著新產業的話語權，進行著一場圍繞著產業架構的構框競賽（framing contest）。本文以方興未艾的物聯網（Internet of Things）為例，以Cisco 和Google 分別作為傳統資通訊產業及新興網際網路產業的代表，探討他們如何透過構框，來影響並形塑物聯網的產業架構。透過質性研究的編碼過程，本文將新產業架構的構框收斂為願景（envisioning）、整軍（roadmapping）、誓師（alleging）、及對戰（campaigning）等四個階段，分析構框者如何考量自身的能力，進行內部跨部門資源整合和組織重整；再廣邀技術社群參與技術突破；最後與市場領導者共同構框，執行市場型先導計畫，來打造符合自己利益的新產業架構。在無法單打獨鬥致勝的物聯網時代，這些發現或可提供台灣企業結盟時的參考。

The formation of new industry architectures does not typically occur without contention; instead, it occurs through intense combative processes. The industry takes on the form of a battleground, with different camps competing for the power of discourse to frame the new industry and define its rules. Thus, establishing an industry architecture based on vision and strategies is called a framing contest. In this paper, the emerging Internet of Things (IoT) industry is used an example. Within this industry, Cisco and Google are the two main framers. Cisco leads the traditional communications industry and Google leads the Internet industry. Through the encoding process of qualitative research, we explored how both companies act as active framers to influence and shape the network of industry architectures. We organized the framing process of new industry architectures into four stages: envisioning, roadmapping, alleging, and campaigning. Based on these stages, we analyzed how the framers rebuilt their ability to perform internal cross-department resource integration and reorganization. We then invited a technical community to participate in technological breakthroughs. Finally, they framed the market leaders together to assist them in implementing market- oriented pilot programs and pursuing their own interests in framing the new industry architecture. In the era of the IoT, a company cannot fight and win without help. These findings may serve as a reference on forming an alliance for Taiwanese enterprises.