| 摘要: | 面對當前數位浪潮，企業如何有效地擬定數位化策略藉以持久競爭優勢為經營管理上之重要課題。儘管產業界和學術界對於數位化議題已多有著墨，但多數研究聚焦於運用各別數位新科技於新產品、新服務或是商業模式之發展，例如物聯網、大數據、雲端計算、人工智慧等。甚少研究是以企業整體策略層次探討數位化策略之規劃和執行，且多處於觀念討論階段，缺乏一個企業數位化優勢建構的學理基礎。有鑑於此，本研究計畫提出一個系統性的三年期研究來填補上述學理發展上之重要缺口。確切來說，本研究規劃於第一年度計畫執行中將結合文獻回顧和深度訪談法建構出企業「數位化導向」之構念，藉以描述企業在採用數位科技提升競爭優勢和績效背後之重要信念、流程和實務；並發展企業數位化導向之量表，運用高階經理人問卷調查資料進行實證分析確認量表之信效度和構念之學理效度，提供企業數位化導向理論發展之基礎。另一方面，為進一步深化數位化導向之理論發展，第二年之計畫執行上將延續第一年計畫中所建構出之企業數位化導向定義和構面，發展出運用非結構資料之衡量方法；執行上規劃運用「電腦輔助內容分析技術」針對企業年報之文字資料進行數位化導向之衡量，透過此方法克服傳統橫斷面問卷調查設計所產生共同方法變異和因果推論之侷限，有效地針對企業數位化導向進行時間縱貫性的衡量追蹤，藉以剖析數位化導向對於企業長短期績效之影響效果。同時，透過經理人知覺資料和年報文字資料衡量數位化導向之結果比較對方法應用上提供具體意涵和建議。第三年的計畫提案上則聚焦於理論、方法和情境延伸之貢獻，在理論發展貢獻上延續前兩年計畫更深入地探究數位化導向之價值創造機制，並結合高階經理人知覺資料、年報文字資料和客觀數據資料針對模型變數進行不同時間期間之效果衡量，有效驗證計畫所提出價值創造機制背後的真實因果關係。同時，藉由運用電腦輔助內容分析技術進行台灣和美國資訊通訊科技廠商於數位化導向投入之跨國比較，進而提供廠商策略發展和產業政策制定上之重要管理意涵。整體而言，本計畫提案期望透過數位化導向之觀念建構和理論發展開拓一個在行銷策略領域中的新研究疆域。
In the current digital economy, how to effectively develop digitalization strategies for the attainment of competitive advantage becomes an imperative issue for business operations. Even though this issue has been the most cutting-edge topic in the business field in the recent five years, receiving a majority of attentions of academic and industrial researchers, most of attentions focus on the application of a specific new digital technology in the development of new products, services, and business models, such as Internet of Things (IoT), Artificial Intelligence (AI), Cloud Computing, and Big Data. Extant knowledge on the development and implementation of digitalization at the firm strategic level is very limited. Only few conceptual works exist, lacking a theoretical foundation of the formation of firm digitalization advantages. Therefore, this research project for 3-year period attempts to address the critical research gap and establish a theoretical foundation for firm digital development.More specifically, the first-year project plans to draw on the literature in marketing and relevant disciplines, and complement it with findings from in-depth interviews with senior managers to conceptualize the digitalization orientation construct, demonstrating the underlying principle, processes, and managerial practices of firm digitalization. Building on the conceptualization, the digitalization orientation measurment scale will further developed and validated through survey data from senior managers for construct validity and reliability, and nomological validity. This provides the basis of the theory development on digitalization orientation.On the other hand, the second-year project will extend the definition of digitalization orientation and its core elements generated from the first-year project to develop an alternative measurement approach using unstructured data to measure digitalization orientation. Concretely, this project plans to collect text data from firms’ annual reports and apply computer-aided text analysis (CATA) to measure digitalization orientation. This approach can overcome the constraints of the cross-sectional design questionnaire survey in common method variance and causal inference, providing an avenue for conducting a longitudinal study to measure digitalization orientation and assessing the short- and long-term impacts of it. In addition, the integration and comparison of the empirical results from structured perceptual data and unstructured text data to measure digitalization orientation will further offer important implications for research design and methodology.Finally, the third-year project attempts to address research space in terms of theory extension, method extension, and context extension of digitalization orientation. From the theory extension perspective, this project focuses on the value-creating mechanisms of digitalization orientation. Empirically, a longitudinal design with multiple forms of data (i.e., senior managers’ perceptual data, text data from firm annual reports, and archival data) will be developed to identify the underlying mechanisms through which digitalization orientation affects firm performance. In addition, a cross-national investigation to compare the adoption of digitalization orientation of information communication technology (ICT) firms operating in Taiwan and United States will be conducted to contribute to the managerial imperatives in terms of micro-level firm strategy development and macro-level industrial policy. Overall, in this project, the applicant expects to contribute to the marketing strategy field by developing an entirely new strategic orientation concept, digitalization orientation. |
