臺大管理論叢 NTU Management Review VOL.29 NO.1

79 NTU Management Review Vol. 29 No. 1 Apr. 2019 Table 4 Relative Importance of Motivations for Choosing a Dual Business Model Document Camera Video Conferencing Device PC-TV Tuner Network Video Recorder Informant Ex-president Technical director Marketing director, ex-OEM director Security BU head, president OEM Buyer and Period Delta: 2003-2005 Beta: 2012-2013 Japanese PC makers, a few US PC makers: 2001-2008 Gamma: 2010-2015 Exploratory OEM product Re-designed and retested for higher image display quality. Re-verified all features were workable with main players to ensure reliability as an end point product. Designed new Japanese digital TV system different from systems in US and Europe. Dell/Sony demanded much higher quality. Made all user interfaces more user-friendly. Order of importance 1. Organizational learning 2. Long-short term outcomes 3. Resource pooling Reasons for order of importance Learned key image technology to the next higher level. Small sales volume lessens resource pooling effect. Learned correct usage of unfamiliar features. Improved short term outcome. Learned special Japanese TV system design and reliable production to create profitable short-term outcome. Gamma emphasized soft-value design to ensure whole system had better user interface and higher performance. Informant Ex-president, US office president R&D VP, president*, Japan office president Marketing director, ex-OEM director Security BU head* OEM buyer name and period Alpha: 2012-2015 Beta: 2014-2015 Several big PC makers: 2009 Epsilon: 2014-2015