臺大管理論叢 NTU Management Review VOL.30 NO.1

Based on survey data collected from Taiwan electronics and electronic motor manufacturing firms, the empirical results show that both inter-firm and intra-firm social capital have positive effects on exploitation capability but only intra-firm social capital has a significantly positive effect on exploitation capability. Also, they explored that an inverted U-shape relationship exists between exploitation capability and organizational performance but the hypothesis is not supported. Besides, they showed that balanced and combined ambidexterity both have a positive effect on organizational performance. The other article in the field of strategy/technology by Hsieh and Fang uses a 2-phase study design to investigate the effects of the performance of two social networking actions by entrepreneurs on the innovativeness of opportunities. During the first phase of the study, 20 entrepreneurs from information and communication technology (ICT) firms in Taiwan are interviewed. The result indicates that venture stage changes the effect of the two networking actions on the innovativeness of opportunities. The results of second phase by retrieving 86 complete questionnaires indicate that the action of social network broadening exerts a significant positive effect on the innovativeness of opportunities. Furthermore, the positive effects of social network broadening on the innovativeness of opportunities is greater among early-stage ventures than late-stage ventures. Conversely, the positive effects of social network deepening on the innovativeness of opportunities is significantly greater among late- stage ventures than early-stage ventures. There are two articles related to the field of marketing management. One article by Chang and Wang examines how the product-model ratio (in terms of sizes) influences advertising effectiveness by elaborating on the conceptual metaphor theory. Also, brand- consumer relationship is treated as a moderator, and purchase intention and attitude toward the ad serve as dependent measures in this study. Three experiments are performed which differ in brands and products. Study 1 uses real brands, while Study 2 and Study 3 use fictitious brands. Study 1 employs a 2 (product-model ratio: large vs. small) x 2 (brand- consumer relationship: leader vs. friendship) full-factorial design. Study 2 takes product type (hedonic vs. utilitarian) into consideration to rule out possible effects on the interaction between product-model ratio and brand-consumer relationship. Study 3 replicates the results of Study 1 by using an Asian model and a brand named in Chinese. The results indicate that