|摘要: ||新產品開發是一個資源組合的過程。過去從設計角度出發，較重視市場面的商品效果，強調功能、介面設計與美觀等因素，鮮少觸及取得資源的成本議題。學者試圖以資源基礎觀點探討新產品開發，則關心「資源組合效率」的提升，企圖加速開發流程、速度，並提高產品的品質與績效。不過，創新產品需要不斷地「推陳出新」，亦即倚賴資源的重組與新組合的實現，更強調創意地運用有限資源，「無中生有」的概念。 隨著產業面貌的變化，新產品開發的價值創造邏輯也不盡相同。許多調查報告顯示，下一波的經濟發展焦點，已逐漸轉向強調創意、創造力的文化創意產業。雖然各國政府已經察覺文化創意產業的發展潛力，並積極運用各類政策工具，但是相關的產業與管理研究卻相當有限。 事實上，在文化創意產品的開發過程中，資源的應用範圍並非一成不變，因此，每一項資源也都可以視為「尚未開發完全」的素材，透過資源的發明(inventing resources)，可開啟資源多面向，使資源跳脫原有特性及使用習慣、創造新的價值。而此概念也可補充說明資源基礎觀點對於「創造資源價值」的討論。 因此，本研究旨在探討「資源的發明、詮釋與拼湊」，並重新審視資源基礎觀點適用性、補強其不足，成為進一步建構「新資源基礎觀點」的契機。|
New product development (NPD) is a process of recombining resources (Rumelt, 1984; Barney, 1991). Scholars had based on the resource-based view (RBV) to developed new products (Verona, 1999) that they assumed resources are valuable (Barney, 1991; Bowman & Ambrosini, 2000). However, scholars had only focused on what constitutes a valuable resource at early stage of NPD (Miller & Shamsie, 1996: 539); they neglected the dimension of inventing resources from existing materials which were critical to the development cost while focusing on the process efficiency and product effectiveness. Schumpeter (1912) highlighted the role of resource recombination as a mean to create innovative products and services (and/or the) when entering of new markets. Currently, studies within organizational theory and the resource-based view of strategy have started to focus on how resources are exploited, discovered and constructed in very limited surroundings (Baker & Nelson, 2005 Cunha, 2005; Baker, 2007). It has been suggested that the bricolage concept of anthropology (Lévi-Strauss, 1967) have illustrated the interaction between people and what is at their hand. As cultural and creative products become the most successful industry in economic developments, the whole world and every nation makes effort to promote them. Taiwan government started on the “Nation’s Development Plan” in 2002 and listed at least 15 cultural and creative industries, which has been attracting a great deal of attention. In order to understand the mechanism of value creation for cultural and creative products, the purpose of this study is to explore the construction of resources and the discovery of a new value of resource. In this way, we can examine and evaluate the applicability of RBV, which could be helpful to construct a new theory. Besides, we can even clarify the cause and effect between resources combination, new product development and value creation, which has been discussed a lot but still in question in both the academic and practical community.