企業創新應用的研究─以P&G公司為例

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Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/83815

Title:	企業創新應用的研究─以P&G公司為例
Authors:	高瑞福;Kao, Jui-Fu
Contributors:	高階主管企管碩士班
Keywords:	開放式創新;破壞式創新;P&G;C&D;Open Innovation;Destructive Innovation;P&G;C&D
Date:	2020-07-17
Issue Date:	2020-09-02 17:09:33 (UTC+8)
Publisher:	國立中央大學
Abstract:	企業經營在全球市場的產品需求快速變化下，必須不斷推陳出新產品來因應全球各地不同消費者的不同需求，企業僅僅依靠企業自己內部資源來進行高成本的創新，已不足以承擔企業成長所需。引進外部資源來共同「創新」已是企業經營管理上的最佳選擇方式之一。依據加州大學博柏克萊分校 Chesbough , Henry W. 教授在《開放式創新：新的科技創造營利方向》一書中提到，「開放式創新」係指公司利用外部想法進行創新，拓展科技，或者指和合作伙伴一起創新，分享風險，分享盈利。公司和周圍環境之間的界限變得模糊，而且創新可以在公司以內或在公司以外進行。本文以個案研究分析方式探討P&G公司，如何在執行長 Lafley , A.G. (萊富禮) 領導之下，以「開放式創新」並結合P&G公司自己的「C&D」創新模式，來帶領公司內研究人員與公司外部客戶、消費者等來提升公司經營績效，也運用「破壞式創新」來創造更高的績效，在其任職的初期公司股票市值爆跌750億美元，爾後經過其大刀闊斧、力挽狂瀾，年度營收大漲400億美元在其任職期間內(2000~2010)最終將公司的年營收成長2倍，而且公司獲利成長4倍。「創新」經由內部、外部雙方溝通與技術合作，來創造企業經營的永續成長，已是當今企業經營成功的關鍵因素之一。;Rapidly changing business demand for products in the global market, we must continue to introduce new products to cater for different needs of different consumers around the world, companies rely solely on the enterprise′s own internal resources to carry out the high cost of innovation, growth has been insufficient to bear the enterprise. The introduction of external resources to jointly "innovation" is already one of the best ways on business management. According to professor at the University of California, Bobokelai Angeles, Chesbough, Henry W. in the "Open Innovation: new technology to create profitable direction," a book mentioned, "open innovation" means companies use external ideas to innovate, develop science and technology, or finger and innovation partners to share the risk and share profits. The boundaries between the company and the surrounding environment becomes blurred, and innovation may be outside the company or within the company. In this paper, a case study analysis of ways to explore P&G company, how under CEO Lafley A.G., led to "open innovation" in conjunction with P&G′s own C&D innovation model, to lead in the company′s researchers and companies and external customers consumers and other companies to improve business performance, but also the use of "disruptive innovation" to create higher performance, the stock market value at the beginning of his tenure in the company plummet to $ 75 billion, and later through its bold, turn the tide, revenue rose 400 the company will eventually billion dollars of annual revenue growth in the double during his tenure (2000 to 2010), and four times the company′s earnings growth. "Innovation" through internal and external communication and technical cooperation the two sides to create sustainable growth of business，is one of the key factors of success in today′s business。
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