课程名称︰科技管理 课程性质︰必修 课程教师︰江炯聪 开课学院：管理学院 开课系所︰工管系 考试日期（年月日）︰2011.11.22 考试时限（分钟）：14:30开始，不限时间 是否需发放奖励金：是 （如未明确表示，则不予发放） 试题 : True/False：16题（每题1分），占16％。 ￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣ 1. A complementor is a company or individual that produces goods or services that enhance the value of another product. 2. The degree to which innovative activities are geographically clustered does not depend on the national differences in the way technology development is funded or protected. 3. Research suggests that most innovation is due to the discovery of something fundamentally new. 4. The path a technology follows through time is termed its technology map. 5. Product innovation can enable process innovation. 6. In some industries, multiple competing technologies can coexist peacefully while in others there will be strong pressures for only one technology to succeed. 7. A stakeholder analysis emphasizes the stakeholder management issues the firm ought to attend to due to their ethical or moral implications. 8. The balanced scorecard emphasizes measuring performance from primarily a financial perspective. 9. Discounted cash flow estimates are only as accurate as the original estimates of profits, time, risk, and cost. 10. In licensing, a firm loses a significant amount of control over the technology. 11. Effective collaboration agreements should be flexible enough to provide a graceful exit strategy for members that no longer wish to participate in the collaboration. 12. If you want to file a claim of trademark infringement in court, you must have registered that trademark. 13. A firm's organization structure can both help and hinder the firm's efforts at innovation. 14. A cross-functional team is one that has members of different ethnic backgrounds in it. 15. A firm can signal its commitment to an industry by making substantial investments that would be difficult to reverse. 16. If a company, through promotion, can create large perceived installed base where one does not yet exist, it can lead to a large actual installed base. Multiple Choice：16题（每题1.5分），占24％。 ￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣ 1. The Smith brothers were trying to come up with a new cough drop but Alvin Smith kept saying to his brother, Frank, "I really would like to understand more about what makes a person cough in the first place." Frank kept saying, "We need to quit worrying theoretical stuff and just focus on how to stop the coughing." Which of the brothers is most likely to be a successful inventor? a.Alvin b.Frank c.They are equally likely to be successful inventors d.Neither is very likely to be a successful inventor 2. Which of the following is not true regarding user innovators? a.They have a deep understanding of their unmet needs. b.They have an intention to profit from the sale of their innovation. c.They have an incentive to create solutions for their own needs. d.Their innovations can lead to the development of new industries. 3. Susan works for a large chemical company in the Research and Development department. Her degree was in Biology and the company is encouraging her to study the mating habits of various insects to develop a better method of controlling insect damage to crops. The type of research Susan is engaged in is called ______ research. a.basic b.applied c.development d.primary 4. The more a technology is adopted, a.the less valuable it becomes on account of market saturation. b.the more susceptible it becomes to decreasing returns. c.the more complementary goods are available for it. d.the lesser are the possibilities for improvements in the technology. 5. Absorptive capacity a.is the result of effective strategic decisions by a firm's upper management. b.increases a firm's future ability to assimilate information. c.is an essential component of a learning organization. d.is inversely proportionate to the size of the organization. 6. When are winner-take-all markets good for consumers? a.When monopoly costs exceed the value of technological utility and network externality benefits. b.When monopoly costs exceed the value of technological utility. c.When the value of technological utility exceeds monopoly costs. d.When the value of technological utility and network externality benefits exceeds monopoly costs. 7. Which of the following is an advantage of being a later entrant into a market? a.Firms can capture scarce resources. b.Firms do not have to invest in exploratory research. c.Firms have to develop their own supply and distribution channels. d.Firms are unaffected by switching costs. 8. TechSense has just develop a GPS-enabled shoe that is targeted at runners, trekkers, and tourists. According to the Buyer Utility Map developed by Kim and Mauborgne, what is the value offered by the shoes in the utility lever of convenience at the use stage of the buyer experience cycle? a.The shoes have a shelf life of four years after which the product must be disposed. b.The shoes have to be recharged for at least an hour in order to work effectively. c.The shoes require a specific charging dock. d.The shoes should be kept away from wet surfaces as GPS is not water resistant. 9.Which of the following would be an example of a tacit resource? a.An odds maker who works for a large casino in Las Vegas and is correct 95 percent of the time. b.A highly effective and efficient distribution network throughout the continental U.S. c.A retail shoe chain that has prime locations in 200 malls across the country. d.A flashy ad campaign for a malt liquor. 10. Using quantitative methods for choosing which R&D projects to persue ___ in a rapidly changing environment. a.will lead to highly accurate results b.could lead to questionable results c.are the recommended methods 11. To make sure companies do not receive patents in countries where they do not intend on making the invention, some countries have a "working requirement" that a.if the product does not work, it will not be granted a patent. b.patents will only be granted to people who have been working in their country for at least one year. c.the invention must manufactured in the country where the patent was granted for a specified period of time. d.the workers who manufacture the product must be from the country where the patent was granted. 12. Which of the following is true regarding ambidextrous organizations? a.Incentive plans are uniform through out the organization. b.There is tight coordination of R&D activities. c.The organization is characterized by high levels of formalization and standardization. d.R&D units are allowed to function like small, independent ventures. 13. Gerusa is a company with major divisions in Germany, Russia, and the U.S. (hence the name). The scientists in Russia develop cancer treatment methods. The Germans organize treatment clinics. The U.S. division gathers the financing and markets the treatment methods. This is an example of a ______ strategy. a.center-for-global b.local-for-local c.locally leveraged d.globally linked 14. Jasbar Industries has developed a product with a very short product development cycle. Which of the following results can it expect? a.Sales will be slow as consumers will already be committed to other products. b.Jasbar will be able to provide complementary goods to enhance the attractiveness of its product. c.Jasbar will be unable to fully amortize the fixed costs of development before the product becomes obsolete. d.Jasbar will not be able to upgrade its product. 15. Dr. Askew was the Chairman of the Freshman Program Committee at Mountain Home University. This committee was designing a new curriculum for freshman. When he negotiated with the Dean of the University that committee members have no other service assignments so they could concentrate on this project and that the team be given 12 months to complete its goal, he was performing a(n) ______ activity. a.ambassador b.task coordination c.scouting d.paternalism 16. Biogyn Lifesciences wanted to enhance the adoption of its new diagnostic substances by hospitals. So, it made an agreement with the dominant producer of glass slides and test tubes to have its diagnostic substances sold to hospitals in a package with the glass slides and tubes. This is known as a.backward compatibility. b.penetration pricing. c.a bundling relationship. d.disintermedistion. Simple Questions: Please answer the questions precisely and concisely. ￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣ 简答题（任选五题作答），占45％。 ￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣ 1. What is innovation? What are the types of innovation? (9%) 2. Please explain the term "disruptive innovation". (9%) 3. Please explain the terms "enabling technology" and "complementary product". How can enabling technology and complementary product influence innovation in positive and negative ways. (9%) 4. Please explain a technology's S-curve of performance improvement and how it is related to its S-curve of diffusion. (9%) 5. Please explain the diffusion of innovation and innovation adoption life cycle. It will be better if graphs are also provided. (9%) 6. Please explain "Best Practices", "KSFs" and "KPIs", and give one example of KSF and related KPI. (9%) 7. Please give two examples to illustrate open vs. closed innovations. (9%) 8. What are the key success factors in the video game industry? (9%) 9. Why does a dominant design emerge? (9%) 10. In china, what do you think 山寨手机 may mean in terms of innovation concept? (9%) 理论与时事申论题: 四选一，占15％ ￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣ <时事题一：笔记型电脑厂商Acer 之殒落> 1. 1985年，麦可‧波特 (Michael Porter）於《竞争优势》一书中指出企业要发展独特 的竞争优势，要为其商品及服务创造更高附加价值，商业策略是解构企业的经营模式（流 程），成为一系列的增值过程，而此一连串的增值流程，就是「价值链」。请写出麦可波 特在此书中所谓的价值链流程及其活动，并简单解释之。 2. 2011年3月31日，宏碁执行长、全球总裁暨总经理兰奇 (Gianfranco Lanci) 闪电辞职 。同年10月21日宏碁公布自结第三季合并营收为1173.1亿元，较去(2010)年同期衰退30％ ，合并营业净损约13.2亿元，税後亏损约11亿元，EPS-0.43元。试以波特价值链分析宏碁 各项主要与次要活动，说明其亏损之原因。 <时事题二：智慧型手机市场之竞争：Apple vs. HTC> 1. 《创新者的修练》一书作者哈佛商学院教授克雷顿‧克里斯汀生 (Clayton M. Christensen)於1997年在European Management Journal发表论文<Patterns in the evolution of productcompetition>，文中提出「个别产品会通过诞生、成长、成熟与消 亡的生命周期，但产品类别(product categories)和品牌(brands)则是随着竞争的演化周 期而改变，非过去所谓的产品生命周期」。请写出克里斯汀生教授在此所谓的产品竞争演 化四个阶段，并以图示之。 2. 2007年苹果电脑(Apple Inc.)推出其第一款智慧型手机iPhone；2011年10月4日，创 办人贾伯斯逝世前一天，苹果最新款手机iPhone 4S上市；短短四年间，苹果拿下全球智 慧型手机最高市占率。根据国际知名市场情报公司国际数据资讯(IDC)2011年8月的全球智 慧型手机销售资料，Apple的全球市占率为19.1%，接着是Samsung(16.2%)、Nokia(15.7%) 、RIM(11.6%)与HTC(11%)。宏达国际电子(HTC Corporation)从智慧型手机制造商转型为品 牌业者，於2007年以HTC品牌推出第一支挂牌智慧型手机HTC Touch，四年间，成为全球智 慧型手机第五大市占品牌。Apple与HTC在同一年进攻智慧型触控式手机市场，两家产品时 常被消费者拿来比较。试以克里斯汀生之产品竞争演化论分析Apple与HTC在智慧型手机市 场之产品策略，并说明其不同策略之优劣势。 <时事题三：两兆双星成为两兆伤心> 1. 据自由时报2011年10月26日报导，「南韩面板、DRAM挟政府庞大的政策支持，不仅是 台湾最主要的竞争对手，近几年来更一路追杀，造成台湾双D产业今年合计亏损上看两千 亿元，「两兆双星」被韩厂砍杀成「两兆伤心」。在市场需求低迷、且供过於求，日本尔 必达及台湾DRAM业者纷纷减产来改变供需关系，但三星因制程成本上的优势，硬是不减产 ，海力士将产能转到利基型产品，也无减产，造成台湾业者不仅亏损加大，未来甚至恐要 拱手让出市场。」试解释，为何我国DRAM 与面板产业遭遇如今之困境？ 2. 针对台湾DRAM与面板产业未来发展，有何可行建议？ <时事题四：文化创意产业> 1. 财团法人国家政策研究基金会高级助理研究员刘新园於2009年〈什麽是文化创意产业 ？〉报告中指出英国学者David Hesmondhalgh 对文化产业的定义。文化产业的制品都是 文本，可以任人加以解读。文本包括歌曲、叙事或表演等，它主要是为了引起心智反应， 充满丰富的表徵意涵，藉此达成沟通的目标。例如大部分的车辆都会涉及文化性的设计， 但它的目标不是为了指涉某种意义，而是为了运输。据此，Hesmondhalgh提出「核心文化 产业」，内容包括广告及行销、广播与电视产业、电影产业、网际网路产业、音乐产业、 印刷及电子出版业、影视与电脑游戏产业。另外有一些产业具备了文化产业的部分特徵， Hesmondhalgh将其称为「周边文化产业」，如剧院、视觉艺术的产销、运动、软体、消费 性电子/文化产业硬体(如音响、录放影机等)、流行时尚，有的地方甚至会把旅游、手工 艺、建筑等也纳入。所以，与文化产业相近的名词，尚包括休闲产业、资讯产业、娱乐产 业、媒体产业，英国则使用「创意产业」，而我国则以「文化创意产业」并称。请任选文 化创意产业的一类并说明其价值链如何组成。 2. 请继续就其与创新有关之关键成功因素加以说明。 --

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