臺灣四大品牌筆電廠商之專利、新產品上市與績效關係的實證研究：兼論銷售行動組合的影響

本研究基於組織雙元觀點，將探索/利用與專利概念嵌入動態競爭情境，探討不同類別專利數目與品牌筆記型電腦廠商新產品上市對績效影響，以及銷售行動組合與廠商新產品上市和績效間干擾效果。本研究以廠商申請專利和龐大的新聞資料作為資料庫來源，同時建構專利分析與競爭行動資料庫用以描繪台灣地區四大品牌筆記型電腦廠商於2009-2017年間36季的真實競爭情形。實證結果：(1)焦點廠商探索性專利數目會正向顯著影響其新產品上市數目；(2)探索/利用專利失衡效果會正向顯著影響焦點廠商新產品上市數目；(3)焦點廠商於市場推出新產品的數目越多，則其績效表現越佳，以及(4)焦點廠商銷售行動組合數目會負向但不顯著干擾其新產品上市數目與績效間的正向關係。透過理論推演及實證分析，期望獲得結果可為相關研究領域學術發展及實務業界產生貢獻。

This study embeds the concepts of exploration/exploitation and patent analysis into the context of competitive dynamic based on organizational ambidexterity theory. We investigate how the different types of patents affect the new product launch and performance for the brand laptop firms, as well as the moderating effect of sales action repertoire in the practical situation. Accordingly, this study constructs the database based on the huge sources of firms’patents and news. We construct the databases of patent analysis and competitive action to execute the empirical analysis for top 4 Taiwanese brand laptop firms from years 2009 to 2017 which were separated into 36 seasons. Empirical results indicate that (1) A positive relationship exists between explorative patents and the number of new product launch; (2) A positive relationship exists between the imbalance effect of exploration/exploitation and the number of new product launch; (3) A positive relationship exists between the number of new product launch and performance, and (4) The moderating effect of sales action repertoire is negative but not significant. We expected the research result could contribute to the academic research development and practical industry through the theoretical deduction and empirical analysis.