一、

內部市場導向對員工知識管理能力與創新績效影響之研究

蔡源成、李淑芳、紀文章　

二、

我國高等教育機構技術移轉業務之調查研究

耿　筠、張彥輝、陳宥杉、翁順裕　

三、

技術推動型產品之目標市場選定與定位–側光塑膠光纖之研究

黃嘉彥、蔡伯健　

四、

服務導向重複性購買理論之實證研究：以結構方程式觀點

鄭華清、楊富傑　

五、

台灣地區國際貿易從業人員職能需求分析

謝素琴、胡聯國　

六、

從實質研發選擇權觀點探討研發投資價值

藍宇文、黃子晉、張力　

七、

教學與學習–從哈佛的個案與參與式學習方法談起

趙平宜

八、

冷呼和暖呼

杜志挺、陳昭宏　

內部市場導向對員工知識管理能力與創新績效影響之研究

EFFECTS OF INTERNAL MARKET ORIENTATION ON EMPLOYEE KNOWLEDGE MANAGEMENT CAPABILITY AND

蔡源成

僑光科技大學行銷與流通管理系助理教授

李淑芳

僑光科技大學企業管理系副教授

紀文章

美國中田納西州立大學電腦資訊系統系教授

摘要

　　知識經濟的時代科技變化日新月異，企業經營內外部環境的激烈變動，產品生命週期逐漸縮短，為了能在激烈競爭的環境存活求勝，創新績效乃是企業取得競爭優勢的重要關鍵。然而知識是創新的根源，因此知識管理是企業賴以生存及維持競爭力的重要條件，也是企業持續創新的動力來源。如何從組織內部顧客觀點來激勵員工，使得員工更有意願去取得、轉換、應用與保護知識，以提升員工知識管理的能力，達到企業提升創新績效的目的。本研究以員工觀點來探討大型企業執行內部市場導向對員工知識管理能力與創新績效的影響，並驗證員工知識管理能力對內部市場導向與創新績效關係的中介效果。本研究使用AMOS軟體以線性結構模式來驗證理論模型，並以274份問卷進行實證分析，結果發現：(1)內部市場導向正向影響員工知識管理能力與創新績效；(2)員工知識管理能力正向影響創新績效；(3)員工知識管理能力為內部市場導向影響創新績效的中介變項。本文最後提出管理意涵與未來研究建議。

關鍵詞：內部市場導向、員工知識管理能力、創新績效

ABSTRACT

　　Businesses operating in the knowledge economy often effort with a variety of strait challenges, including turbulent environmental changes and uncertainty, rapid technological advancement, and compressed product life cycle. An essential element of business competitive advantage, or even survival, is possession of excellent performance in innovation. Since innovation stems from knowledge, it is crucial that businesses are capable of managing their valuable organizational knowledge. This study investigates how employee willingness and capability to acquire, transform, use, and protect knowledge, and ultimately innovation performance. The theoretical model is tested with the linear structured equation modeling module in the AMOS software. A total of 274 effective questionnaires were returned. Our summary results are as follows: (1) Internal Market Orientation positively affects Employee Knowledge Management Capability and innovation performance, (2) Employee Knowledge Management Capability positively affects innovation performance, (3) Employee Knowledge Management Capability is the mediator of the relationship between Internal Market Orientation and innovation performance. Further, the authors discuss the managerial implications and suggest for future research about these results.

Keywords: Internal Market Orientation, Employee Knowledge Management Capability, Innovation Performance

回目錄

我國高等教育機構技術移轉業務之調查研究

THE OVERALL INVESTIGATION OF THE DEVELOPMENT OF ACADEMIC INSTITUTIONS’ TECHNOLOGY TRANSFERS IN TAIWAN　

耿筠

國立雲林科技大學企業管理系教授

張彥輝

和春技術學院觀光與休閒管理系助理教授

陳宥杉

國立雲林科技大學企業管理系副教授

翁順裕

德明財金科技大學財務金融系助理教授

摘要

　　本文為國科會委託計畫案（編號NSC 95-2812-C-224-001），以國科會名義發文全國高等教育機構，首度針對研發成果推廣與技術移轉業務進行全面普查，有效問卷回收率高達80%。以期瞭解「科技基本法」與「政府科學技術研究發展成果歸屬及運用辦法」施行後，我國高等教育機構之產學研發成果與技術移轉現況施行成果，本研究發現：(1)高教體系學校投入技術移轉的熱衷程度數倍於技職體系；(2)技職體系在技術移轉方面，比高教體系更熱衷於「先期技轉」。本文採用美國高等教育機構技術管理協會（AUTM）2005年美國高等教育機構技術移轉調查報告資料，以及透過Patent Guider 2.0軟體搜尋相關高等教育機構在美國專利商標局（USPTO）所核准之專利數量，進行兩國間專利取得數與技術移轉授權金額之比較。　

關鍵詞：研發成果、技術移轉、產學合作　

ABSTRACT

　　In order to explore the outcomes of the university-industry collaborations technology transfers of the universities in Taiwan after the implementation of “Fundamental Act of Science and Technology” and “Act of Ownership and Utilization of Government’s Scientific and Technological R&D Outcomes”. We employed a census study in the Taiwanese universities, and the rate of the valid questionnaires was up to 80%. This research had several interesting findings: (1) The levels of the enthusiasm and commitment in technology transfers of academic colleges was more several times than those of vocational colleges. (2) Vocational colleges had higher enthusiasm through the mechanism of “Advance of Technology Transfer” than academic colleges.　

Keywords: Outcomes of R&D, Technology Transfer, University-Industry Collaboration　

回目錄

技術推動型產品之目標市場選定與定位–側光塑膠光纖之研究

THE STUDY OF TARGET MARKET DEFINING AND POSITIONING OF THE TECHNOLOGY-PUSH PRODUCT－SIDE LIGHTING PLASTIC OPTICAL FIBER AS AN EXAMPLE　

黃嘉彥

國立勤益科技大學研發科技與資訊管理研究所教授

蔡伯健

嶺東科技大學行銷與流通管理系講師　

摘要

　　所謂的「技術推動型產品」是屬於公司先開發出技術，才開始找尋可應用範疇的市場，亦即，以技術「推動」產品的開發。此種產品具有很高的應用潛力，相對地，其開發風險高，可能獲利的時間慢，因此更需要完整的市場分析。本研究所探討的「側光塑膠光纖」產品是與發光二極體（LED）結合的新產品，雖然此項技術開發成功的先驅具有帶動綠色節能照明產業的廣泛新契機，但是若不對其潛在市場加以研析，在企業資源有限的情況下，反而不易開創出成功的產品。本研究首先針對側光塑膠光纖所可能應用之範疇進行資料搜集與深度訪談，由空間照明、燈飾業與交通標誌三項具應用潛力的產業評比顯示，交通標誌較具有發展空間，可視為此項「技術推動型產品」的目標市場。透過相關理論及研究文獻歸納，並根據專家訪談結果，整理出與交通標誌相關的九項評估準則，並依此來設計問卷給與專家填答。此九項屬性包括辨識性、省電、耐用性、安裝、維修、安全性、重量、價格與可塑性。本研究進一步就交通標誌中與光纖標誌具競爭力的產品（反光貼紙標誌、LED燈標誌、太陽能燈標誌、霓虹燈），運用多元尺度法進行集群分析，研究其市場區隔及定位與競爭態勢。研究結果顯示，五個潛在交通號誌的競爭產品，可分為三個競爭群。針對小樣本之評核數據特性，透過灰色關聯分析法，本研究提出五項競爭性產品的評比。本文經比較交通標誌之市場之需求與競爭態勢，確認側光塑膠光纖的產品優勢與弱點，並提供側光塑膠光纖在交通標誌市場行銷策略之建議。　

關鍵詞：側光塑膠光纖、技術推動型產品、市場區隔、多元尺度法、灰色關聯分析

ABSTRACT

　　This paper focus on the development of the side-lighting plastic optical fiber (SLPOF) since its usage could be more versatile than the traditional end-lighting POF. The side-lighting POF can be categorized as technology-push products. That is, a technical breakthrough opens the way for a new product, marketing then attempts to determine the idea's prospects in the marketplace. How the technology should be packaged to have the greatest appeal to its customers is of concern in this study. The future potential applications include designs for various soft light or multi-color luminescent lighting products, interior decorations, and traffic sign, and the latter is chosen as the most promising target market. According to the relevant theories and literature, we summarized nine criteria related with traffic sign, including resolution, energy consumption, durability, assembly, maintenance, safety, weight, price and plasticity. Based on these criteria, perceptual positioning analysis of MDS is conducted. Grey relation analysis (GRA) is applied to overcome limitation of small sample size and unknown distribution of samples, and the ranking of five candidates is presented. Through the market investigation of the traffic sign, the strength and weakness of the side-lighting POF is revealed, and the marketing strategic is proposed.　

Keywords: Side-Lighting Plastic Optical Fiber, Technology-Push Products, Multi- Dimensional Scaling, Grey relation Analysis　

回目錄

服務導向重複性購買理論之實證研究：以結構方程式觀點

AN EMPIRICAL STUDY OF SERVICE ORIENTATION REPEAT PURCHASE THEORY:
AN SEM PERSPECTIVE VIEW　

鄭華清

大葉大學企管系助理教授

楊富傑

大葉大學事業經研究所碩士　

摘要

　　這篇是首次用結構方程式（SEM）來探討與驗證服務導向重複性購買理論。本研究將重複性購買的誘因，分成三個構面，服務關係屬性、關係－驅動利益、動機價值，分別對顧客滿意度，顧客忠誠度之間的連結強度做驗證。本研究以台灣各連鎖茶飲市場為主要研究對象。研究發現，經由結構方程式之模式配適度驗證，顯示整體理論模式配適度符合檢定標準，表示本研究的理論模型可獲得支持，在服務關係屬性、關係－驅動利益、動機價值、顧客滿意度及顧客忠誠度等五項潛在變數間確實有顯著性及正向影響關係。經理人可以瞭解重複購買對顧客滿意度及顧客忠誠度的相對重要性，並衡量影響重複購買行為的重要性，提出相關的行銷政策與策略。　

關鍵詞：重複購買、務關係屬性、關係－驅動利益、動機價值　

ABSTRACT

　　This study purpose a structural equation modeling（SEM）to examine and test the service repeat purchase theory.There are three main dimensions in this theory, service relationship attributes, relationship-driving benefits, and motivational values.Two dependent variables, customer satisfaction and customer loyality, are linkage to that repeat purchase behaviors. Take the sample of Taiwan tea beverage chain stores, the paper finds that the repeat purchase theory is supported, significant and has positive effect. The structure equations on service relationship attributes, relationship-driving benefits, and motivational values, customer satisfaction and customer loyality are supported ideally by all kinds of fit criteria and overall model fit. This research suggests managers can take a set of marketing policy and the strategy about the consumer repeat puerchase behaviors.　

Keywords: Repeat purchase, Service Relationship Attributes, Relationship-Driving Benefits, Motivational Values　

回目錄

台灣地區國際貿易從業人員職能需求分析

EMPLOYEE COMPETENCIES OF TAIWANESE INTERNATIONAL TRADE　

謝素琴

僑光科技大學國際貿易系講師

胡聯國

國立政治大學國際經營暨貿易系教授

摘要

　　諸多商業環境的改變，迫使台灣的進出口從業人員面對嚴峻的挑戰，新局面要求進出口從業人員具備新的知識、技能及工作態度，以便能成功地因應商業環境的多元化與複雜化。本研究的主要目的在利用量化研究的問卷調查法，以揭示雇主對國貿職能的重要性分析；本研究採用的問卷乃研究者依據相關國內外文獻所自行開發；包括一般職能調查及專業職能調查兩大部分。根據420位進出口業雇主的意見，本文有以下的發現：
1.個人特質是最被看重的一般職能，其次為執行技能，再者為思考技能，最後是洞悉力。
2.最重要的前三項專業職能構面為國際金融與行銷、進出口實務、及溝通技能。
3.進出口業雇主對一般職能的看重超過對專業職能的重視。
4.進出口業雇主重視的是員工所擁有的工作能力，而不是他們所持有的證照。
5.就雇主的人口資料而言，對國貿職能的重要性看法並沒有相當大的差異。
6.一般職能與專業職能存在互補關係，一項職能的重要程度可用於預測另一項職能的重要程度。

關鍵詞：職能、國際貿易、雇主、台灣　

ABSTRACT

　　Dozens of severe changes have forced international trade practitioners to face overwhelming challenges which require them to acquire a new set of knowledge, skills, and attitudes to face the diversity and complication of the global business environment successfully. Therefore, it is important to reveal employers’ perceptions of the importance of international trade competencies. The main purpose of this quantitative study was to use survey investigation to understand international trade competencies perceived as important by Taiwanese international trade employers. The survey instrument of this study consisting of the generic competency survey and the professional competency survey were derived from Hsieh’s (2009) “The International Trade Survey Instruments,” which was based on Taiwanese literature in the business field. The study revealed several findings based on 420 Taiwanese employers’ perceptions:
1.The factor of Personal Qualities was the most important generic competency factor, followed by Executive skills, Thinking Skills, then Insight.
2.Employers rated top three professional competency components in order as International Finance and Marketing, Importing/Exporting Practices and International Communication Skills.
3.Employers placed greater importance on generic competencies than professional competencies.
4.Employers were concerned about what competencies employees had rather than what certificates they obtained.
5.Generally speaking, employers’ perceptions of the importance of international trade competencies were highly consistent in statistics.
6.The complementary relationship existing between generic and professional competencies may be used to predict the importance of one by that of another.

Keywords: Competency, International Trade, Employer, Taiwan　

回目錄

從實質研發選擇權觀點探討研發投資價值

A COMTEMPLATION ON THE VALUE OF R&D INVESTMENT BASED UPON REAL R&D OPTIONS　

藍宇文

龍華科技大學財務金融系助理教授

黃子晉

龍華科技大學財務金融系助理教授

張力

世新大學企業管理系助理教授　

摘要

　　本研究利用實質研發選擇權理論中Bellalah（1999）的訊息成本模型為基礎，並嘗試融入會計的費用與資本觀點，以探討研發活動的價值。由於Bellalah並未考慮折舊與突發事件對研發價值具有的潛在影響，本研究嘗試推導出修正的模型，包含單純與複合選擇權，再利用產業資料對修正模型的合理性加以實證測試。研究結果除將指數衰退因子與卜瓦松事件納入修正模型中，以提醒管理者手中研發專案的價值可能因上述情境降低外，也實證出修正模型所計算的研發價值，不論在費用或資本基礎上，對企業的重要經營變數如股價等具有解釋能力。　

關鍵詞：訊息成本、費用、資本、指數衰退、卜瓦松事件　

ABSTRACT

　　This study utilized the real R&D option theory especial the Bellalah (1999) information cost model, along with the expense and capital viewpoint belonging to accounting, as the discussion base for the exploration of R&D value. Since Bellalah did not consider the potential influence on R&D value due to depreciation and sudden event, we tried to modify the existing modles, including the simple and compound option, to fill up this shortcoming and empirically tested the modified models as well. The analyses yield included, first, the factors of exponential decay and Poisson event were incorporated with models to represent the situation of depreciation and sudden event which remind managers that the value of possessed R&D project could be diminished by; secondly, the derived R&D value through the modeified models on whether expense or capital base was empirically verified as having explanatory power on firms’prominent parameters including the stock price. 　

Keywords: Information Cost, Expense, Capital, Exponential Decay, Poisson Event　

回目錄

教學與學習–從哈佛的個案與參與式學習方法談起

TEACHING AND LEARNING－
THE PROGRAM ON CASE METHOD AND PARTICIPANT-CENTERED LEARNING, PCMPCL

趙平宜

國立中山大學企業管理學系教授　

摘要

　　教育的目的應該在於啟發學生對於知識的吸取與應用，所以主要的對象在於學生而不是教師。可是我們傳統的教育方式，卻多著重在教師的付出與學生績效的考核，而不在學生的意願與吸收。筆者過去四年內，曾在美國訪問一年，並觀察美國小學的教學狀況；也曾參加哈佛大學商學院專為華人社會主辦的個案教學與參與式學習（Program on Case Method and Participant-Centered Learning，PCMPCL）的研習營，對於美國教學的觀念、態度、方法與結果有很深的感觸，因此為文討論我們的教育觀念與方法。　

關鍵詞：教育、參與式學習、學習效果、個案教學　

ABSTRACT

　　The objective for education is to inspire learners' intention to learn: the appreciation for knowledge and quest for a better future. The result of this process and effect should be the major issue of education. However, our experience in education environment in the Chinese society shows a different phenomenon. The author experienced the Program on Case Method and Participant-Centered Learning, PCMPCL, conducted by the Harvard Business School, and obtained one-year primary school experience for his children when visiting in the U.S. as a Fulbright Visiting Scholar. This article is to compare major differences in the way people conduct education processes and some basic concepts.　

Keywords: Teaching and Learning, Participant-Centered Learning, Learning Effect, Case-Based Method　

回目錄

冷呼和暖呼

COLD CALL AND WARM CALL

杜志挺

香港中文大學決策科學與企業經濟學系教授

陳昭宏

國立雲林科技大學資訊管理學系副教授

摘要

　　參與者為中心的個案學習要求學生參與發言，藉以達到分享彼此意見和激盪產生新知之作用。華人學生大多普遍缺乏主動參與的習慣，如何使用冷呼和暖呼來鼓勵參與，對於提升華人教師和學生在課堂上的收穫有極大的幫助。冷呼可採用隨機點名或事先選定，除了用來鼓勵並確定學生課前的準備，並可依據學生背景主動地帶領學生深入討論。暖呼則是教師了解學生可能因為個性、文化或甚至語言因素使得該生無法自然地參與討論，進而事先安排並協助該生參與討論。而透過華人教學適當的配合技巧和運用條件的初探，應有助於冷呼和暖呼技巧的運用。　

關鍵詞：參與者為中心的個案學習法、冷呼、暖呼　

ABSTRACT

　　Case Method and Participant-Centered learning request students are initiative in contributing their feedback, in the hope that opinion sharing and knowledge provoking are thus fulfilled. Most Chinese students are habitually less participative of classroom interaction; therefore, inspirational skills regarding how Cold Call and Warm Call are applied are conducive to enriching both teacher’s and students’ attainments. Cold Call is practiced by random call out or pre-designation among students, it not just encourages and ensures their preparation before class, but actively leads to further discussion based on students’ background. Warm Call is practiced by arranging and aiding students to take part in beforehand when students are found to have difficulties in participation due to possible characteristic, cultural, or linguistic reasons. Theoretically, probing into appropriate Chinese pedagogies and utilization conditions is beneficial to employ the skills of Warm Call and Cold Call.　

Keywords: Case Method and Participant-Centered Learning, Cold Call, Warm Call　

回目錄