|dc.description.abstract||Many people know that Thomas Alva Edison is a great inventor, an enduring genius, but what you may not know is that he was a brilliant entrepreneur. During the 18th century in America, people used to use the gas lamp to illuminate, and the gas companies had become vested interests and monopolized the market. Before the bulb became popular, Edison had spent over a decade to fight the social circumstance and institutional forces, with a purpose to promote his invention.
By planning his strategies carefully, Edison responded well to all of these forces which stifle innovation to be promoted. The final result, as you can see, Edison′s electric lighting system has replaced the gas lighting system, because Edison knew the truth: ＂to use softness to conquer strength.＂ While facing strong obstacles one should outsmart rather than seizing. In the past, when people discussing the promotion of innovation, they almost focused on functions of innovation and economic advantages, but ignored the impact of the external circumstance which are institutional forces and public′s schemas. Most of the time, an innovation is too ＂novel＂ for the public to understand the value and significance and therefore causes a failure of promotion. This study is based on this view and the lesson from Edison′s story to clarify the business case of UBER Taiwan, who is facing some institutional forces when UBER promotes its innovative business model. Through this story, here to propose a new insight and to promote new thinking towards technological innovators in Taiwan.
Keyword：UBER, Technology Innovation, Promotion of Innovation, Institutional Theory, Robust Design, Qualitative Research, Case Study||en_US|