課程名稱︰科技管理 課程性質︰必修 課程教師︰江炯聰 開課學院：管理學院 開課系所︰工管系 考試日期（年月日）︰2011.11.22 考試時限（分鐘）：14:30開始，不限時間 是否需發放獎勵金：是 （如未明確表示，則不予發放） 試題 : True/False：16題（每題1分），佔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題（每題1.5分），佔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. ￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣ 簡答題（任選五題作答），佔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 山寨手機 may mean in terms of innovation concept? (9%) 理論與時事申論題: 四選一，佔15％ ￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣￣ <時事題一：筆記型電腦廠商Acer 之殞落> 1. 1985年，麥可‧波特 (Michael Porter）於《競爭優勢》一書中指出企業要發展獨特 的競爭優勢，要為其商品及服務創造更高附加價值，商業策略是解構企業的經營模式（流 程），成為一系列的增值過程，而此一連串的增值流程，就是「價值鏈」。請寫出麥可波 特在此書中所謂的價值鏈流程及其活動，並簡單解釋之。 2. 2011年3月31日，宏碁執行長、全球總裁暨總經理蘭奇 (Gianfranco Lanci) 閃電辭職 。同年10月21日宏碁公布自結第三季合併營收為1173.1億元，較去(2010)年同期衰退30％ ，合併營業淨損約13.2億元，稅後虧損約11億元，EPS-0.43元。試以波特價值鏈分析宏碁 各項主要與次要活動，說明其虧損之原因。 <時事題二：智慧型手機市場之競爭：Apple vs. HTC> 1. 《創新者的修練》一書作者哈佛商學院教授克雷頓‧克里斯汀生 (Clayton M. Christensen)於1997年在European Management Journal發表論文<Patterns in the evolution of productcompetition>，文中提出「個別產品會通過誕生、成長、成熟與消 亡的生命週期，但產品類別(product categories)和品牌(brands)則是隨著競爭的演化週 期而改變，非過去所謂的產品生命週期」。請寫出克里斯汀生教授在此所謂的產品競爭演 化四個階段，並以圖示之。 2. 2007年蘋果電腦(Apple Inc.)推出其第一款智慧型手機iPhone；2011年10月4日，創 辦人賈伯斯逝世前一天，蘋果最新款手機iPhone 4S上市；短短四年間，蘋果拿下全球智 慧型手機最高市佔率。根據國際知名市場情報公司國際數據資訊(IDC)2011年8月的全球智 慧型手機銷售資料，Apple的全球市佔率為19.1%，接著是Samsung(16.2%)、Nokia(15.7%) 、RIM(11.6%)與HTC(11%)。宏達國際電子(HTC Corporation)從智慧型手機製造商轉型為品 牌業者，於2007年以HTC品牌推出第一支掛牌智慧型手機HTC Touch，四年間，成為全球智 慧型手機第五大市佔品牌。Apple與HTC在同一年進攻智慧型觸控式手機市場，兩家產品時 常被消費者拿來比較。試以克里斯汀生之產品競爭演化論分析Apple與HTC在智慧型手機市 場之產品策略，並說明其不同策略之優劣勢。 <時事題三：兩兆双星成為兩兆傷心> 1. 據自由時報2011年10月26日報導，「南韓面板、DRAM挾政府龐大的政策支持，不僅是 台灣最主要的競爭對手，近幾年來更一路追殺，造成台灣雙D產業今年合計虧損上看兩千 億元，「兩兆雙星」被韓廠砍殺成「兩兆傷心」。在市場需求低迷、且供過於求，日本爾 必達及台灣DRAM業者紛紛減產來改變供需關係，但三星因製程成本上的優勢，硬是不減產 ，海力士將產能轉到利基型產品，也無減產，造成台灣業者不僅虧損加大，未來甚至恐要 拱手讓出市場。」試解釋，為何我國DRAM 與面板產業遭遇如今之困境？ 2. 針對台灣DRAM與面板產業未來發展，有何可行建議？ <時事題四：文化創意產業> 1. 財團法人國家政策研究基金會高級助理研究員劉新園於2009年〈什麼是文化創意產業 ？〉報告中指出英國學者David Hesmondhalgh 對文化產業的定義。文化產業的製品都是 文本，可以任人加以解讀。文本包括歌曲、敘事或表演等，它主要是為了引起心智反應， 充滿豐富的表徵意涵，藉此達成溝通的目標。例如大部分的車輛都會涉及文化性的設計， 但它的目標不是為了指涉某種意義，而是為了運輸。據此，Hesmondhalgh提出「核心文化 產業」，內容包括廣告及行銷、廣播與電視產業、電影產業、網際網路產業、音樂產業、 印刷及電子出版業、影視與電腦遊戲產業。另外有一些產業具備了文化產業的部分特徵， Hesmondhalgh將其稱為「週邊文化產業」，如劇院、視覺藝術的產銷、運動、軟體、消費 性電子/文化產業硬體(如音響、錄放影機等)、流行時尚，有的地方甚至會把旅遊、手工 藝、建築等也納入。所以，與文化產業相近的名詞，尚包括休閒產業、資訊產業、娛樂產 業、媒體產業，英國則使用「創意產業」，而我國則以「文化創意產業」併稱。請任選文 化創意產業的一類並說明其價值鏈如何組成。 2. 請繼續就其與創新有關之關鍵成功因素加以說明。 --

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