Leveraging IT-enabled Service Innovation in a Highly Competitive Market

高度競爭市場採用資訊科技促發服務創新之研究

This study examines strategy applied by firms to leverage emerging information technology (IT) for serviceinnovation. In this paper, the position analysis of strategy is developed on two dimensions, IT capability andcomplementary resources. We investigated the convenience store industry in Taiwan, which is an intensively competitivemarket. By analyzing multiple cases, we identified four types of strategy employed by firms to leverage IT-enable serviceinnovation. By tracking the market evolvement, we identified three paths of strategy shifting with the resourcereconfiguration. This analysis results explain how firms use continual strategic shifts and resource reconfiguration tosustain the competitive advantages of IT-enabled service innovation in a rapidly changing market.

本研究在探討公司以新興資訊科技締造服務創新之策略與運用，針對公司所採用之策略透過資訊科技能耐、互補性資源兩個面向進行探討。本研究運用個案法對台灣便利商店產業進行分析與訪談。便利商店在台灣是高度競爭的市場，企業的激烈競爭衍生動態變動的商業攻防行動。從這些案例分析中，本研究整理出四種策略類型，並且追蹤企業如何改變路徑、調整策略來有效利用資訊科技促發之服務創新取得競爭能耐，進而配合市場變化來重置資源。