從嵌入到生態系：物聯網新創的多元商模建構歷程

From Embeddedness to Ecosystem: Process for IoT Startup to Construct Multiple Business Models

善用物聯網科技以創新商業模式，已成為當代管理學界重要議題，因此，本研究根據商業生態系理論提出物聯網科技建構多元商業模式之重要機制。就理論貢獻言，相較於過去生態即聯盟、生態即結構與生態演化觀點，本研究提出生態即多元商模之論述，並強調物聯網新創必須積極回應環境變化（environment），並由一元多用的科技應用（effectuation）嵌入多個場域，進而創造數據價值（exploitation），同時重新定義角色以強化互動（interaction），最終則能擷取多元獲利（earnings）。本研究由三方、四方、到多方關係建構歷程說明物聯網新創循序建構多元商模生態系之特殊做法，提出五項物聯網新創實務供企業參考，具實務貢獻。本研究強調，物聯網新創以科技調適、使用者配適與合作夥伴的適當選擇，從而提高數據能見度與依賴度，正是其建構多元商模的「視者生存」之道。

Leveraging IoT (Internet of Things) to innovate business model is a challenging issue for contemporary business management. Theoretically, instead of focusing on “ecosystem-as-affiliation”, “ecosystem-as-structure”, or ecosystem evolution, this research suggests IoT to have multiple business models by exploring opportunity of environment change, taking technology effectuation to exploit values with multiple partners, and extract value with multiple profits. By cooperating with three or more partners, IoT entrepreneurs can construct unique business ecosystem with progressive embeddedness. Practically, we have five practices for IoT business ecosystem. In conclusion, the adaption of technology, the adoption of users, and the alignment of partners are the key elements to enhance visibility and interdependency. We reframe the survival of fitness as survival of visibility for IoT.