品质能力与事业策略之概念性配适模式.doc

品質能力與事業策略之概念性配適模式 張世佳1 賀力行2 1銘傳大學企業管理學系 台北市中山北路五段250號 Tel: 02 Fax: 02E-mail: c2819@ms29.hinet.net 2中華大學工業工程與管理研究所 新竹市東香里六鄰東香30號 Tel: 03-5374281 ext 7701 Fax: 03-5374281 ext 7700 摘 要 卓越的產品品質對於企業創造或維持市場優勢地位之重要貢獻性，正引發企業決策者之關注，因而促使廠商積極投入各項品質管理活動，以提昇其市場競爭之成功性。然而廠商透過品質管理活動所發展或擁有的品質能力優勢，若無法納入整體事業策略運用的一部份，則其從事之品質管理活動將是徒勞無功的(Samson and Sohal 1990); Garvin(1984a, 1984b, 1987)認為品質能力係多元構面體，廠商應具備或發展適當的品質構面優勢，支持其策略目標市場之定位與需求，才能對績效之表現產生正面助益性；換言之，廠商應以其所具備之品質能力優勢，作為制定或採行事業策略之基礎，才能確保市場競爭之優勢性，因此本研究的主要目的，在於探討品質能力與不同事業策略類型之配適關係；其中品質能力係指廠商在產品之高功能(performance)品質、獨特功能(feature)品質、可靠度(reliability)品質、低不良率品質、造型美觀(aesthetics)品質、售後服務品質及顧客認知(perceived)品質等構面，相較於主要競爭對手之強弱勢表現，此定義係採Garvin(1984a, 1984b, 1987)剖析八個品質競爭構面之觀點而來。 本研究首先整合Porter(1985)、Maidique and Patch(1980)及Miles and Snow(1978)學者們對事業策略分類之不同理論觀點，發展一整合性事業策略分類架構，而將事業策略類型區分為先制策略、差異化—跟隨策略及成本化—跟隨策略，並建立品質能力與該三種事業策略類型配適關係之研究命題。 關鍵詞：品質能力、事業策略 Fitting Model of Quality Capabilities with Business Strategy－A Conceptual Framework Shih-Chia Chang1 Li-Hsing Ho2 1 Department of Business Administration, Ming-Chuan University 2 Institute of Industrial Engineering and Management, Chung-Hua University Abstract Due to the contribution of superior product quality on creating and sustaining competitive advantage inspires and decision makers with efforts to implement the quality improvement programs in order to enhance the success in the market place. Efforts to formulate and implement the quality improvement programs will be wasted if the advantage of product quality which firms owned is not make an integral part of the business strategy(Samson and Sohal, 1990). According to the view of Garvin’s(1984a, 1984b, 1987) works indicated that quality is multidimensional capabilities and appears in many different forms. A firm should own and develop a small number of quality dimensions that can match with the needs of its chosen target market based on business strategy which adopted. In other words, firms must adopt their business