在策略獨特性的研究中，過去的研究較為關注策略獨特性如何創造競爭優勢以影響企業績效，忽略策略獨特性的內生特性，亦即企業的策略獨特性高低會受到內外部重要因素所影響。本研究從制度理論以及最適獨特性觀點出發，探討CEO知名度對於企業策略獨特性的影響，以及探討不同任務環境不確定性如何調節CEO知名度對於企業策略獨特性的影響。本研究蒐集 2012 年至 2021 年間 48 家台灣50指數公司資料進行假說驗證，研究結果顯示CEO知名度越高時，企業策略獨特性會越高，不同的任務環境(環境複雜性、環境動態性、環境豐裕度)下，對於企業策略獨特性產生不同的調節效果。本研究不僅豐富了策略獨特性的理論基礎，亦提供企業在追求策略獨特性時之實務意涵。;In the study of strategic uniqueness, past research has predominantly focused on how strategic uniqueness creates competitive advantages and impacts firm performance, while overlooking the endogenous characteristics of strategic uniqueness. That is, the level of a firm′s strategic uniqueness is influenced by significant internal and external factors. Currently, there is a lack of empirical evidence in the related literature on strategic uniqueness. This study aims to explore the impact of CEO celebrity on firm uniqueness from the perspectives of institutional theory and optimal distinctiveness, and to further examine how the task environment moderates the effect of CEO celebrity on firm strategic uniqueness. Hypotheses were tested using data from 48 companies, totaling 480 observations from the Taiwan 50 Index, collected between 2012 and 2021. The research results indicate that higher CEO celebrity has a greater impact on firm strategic uniqueness, and that different task environments produce different moderating effects on firm strategic uniqueness.
