本論文聚焦在創業與創新領域中的關鍵問題，新創事業在追求微型全球化品牌的過程中，如何克服創業過程中所必須遭遇的小之不利、新之不利與海外不利性等三個創業困境。本論文從新創事業出發，遵循策略實踐觀點的導引，探討創業家在創業行動上，如何運用物化策略，追求微型全球品牌創業的生存與發展。基於提問的是「如何」的解釋性研究問題，本論文採取個案研究、輔以參與式觀察的方式，進入悅聲志業此一新創組織進行資料蒐集與實地觀察，觀察創業家如何靈活運用其所設計的人造物件—調性耳機，分析悅聲志業的創業旅程。最後本論文發現，新創事業透過物化策略的靈活運用，包括：策略工具、策略物件與人造物、策略工作、以及刻意營造的策略空間，可以克服新創事業追求發展微型全球品牌過程中所必然面對之小之不利、新之不利與海外不利性的困境。

Knowing how do new ventures in pursuiting of global branding overcome the liabilities of smallness, newness, and foreignness is a critical question for entrepreneurship and innovation fields. Inspired by the strategy-as-practice perspective, this study adopts materializing strategies to explore their entrepreneurial actions. By conducting a case study, this study collects amount of primary and secondary data to explore how did Chord & Major define, designe, and promote their strategic object – tonal earphone. Finally, the analysis suggests that materialing strategy is useful for a new venture for global branding, and four main materialing strateiges are idenfied, including strategy tools, strategy objects and artefacts, strategy work, and built spaces, for overcoming entrepreneurial difficulties.

目錄
目錄---I
圖目錄---III
表目錄---IV
第壹章、導論---1
第一節、研究背景與動機---1
第二節、研究缺口---3
第三節、研究問題---3
第四節、研究流程---5
第貳章、文獻與理論---7
第一節、創業---7
第二節、策略實踐---11
第三節、物化策略---13
第參章、研究方法---21
第一節、單一個案分析---21
第二節、個案選取---23
第三節、資料來源---24
第四節、資料分析---30
第四章、個案背景---32
第一節、個案公司介紹---32
第二節、公司產品介紹—調性耳機---35
第伍章、個案分析---41
第一節、策略工具---43
第二節、策略物件與人造物---45
第三節、策略工作---48
第四節、刻意營造的策略空間---55
第陸章、討論與結論---60
第一節、研究發現---60
第二節、研究貢獻---62
第三節、管理意涵---64
第四節、研究限制與未來研究方向---64
參考文獻---66
圖目錄
圖1. 本論文的結構與流程---6
圖2. 參與觀察的四象限圖---28
圖3. 悅聲志業的品牌商標---32
圖4. 資料分析圖---42
圖5. 產品試聽架製作與實際展示圖---46
圖6. 產品壓克力展示盒---47
圖7. 香港誠品太古店展示物製作---48
圖8. 2016年聖誕彩蛋計畫活動照片---53
圖9. 2017年文博會耳機演唱會---54
圖10. 2015年白色情人節活動照片---55
圖11. 台北市內湖區MOONRIVER文創咖啡店---57
圖12. 中國方所書店青島店店內陳列---58
圖13. 法國LE BON･MARCHE百貨內陳列---59
表目錄
表1. 物化策略的定義整理---14
表2. 研究方法的類型---22
表3. 文本資料來源---25
表4. 悅聲志業的產品介紹---36
表5. 調性耳機的包裝與配件---39
表6. 悅聲志業參展順序與整理---50
表7. 悅聲志業獲獎整理---51

中小企業白皮書，2016，台北市：經濟部中小企業處。
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