| Summary: | 碩士 === 國立中興大學 === 企業管理學系所 === 99 === In recent year, there are more people who go sporting, and the professional race also become much popular . Therefore, this trend make a lot of sport marketing companies to have chance to grow up. However, many sport marketing companies held various activities or coordinated event plan for other companies, and their abilities have always been admired. Even so , it’s successful experience and core competence still hard to understand . Thus, we want to analyze the leader of this industry –
BROS sport marketing company , and also as a case study. By analyzing the growth course, when BROS build it’s core competence , we hope to find out what is it’s strong factors of concern and which way to develop
the core competence : make or alliance?
In this study, as its case study analysis, using a lot of secondary data
as a data collection system, each information to enhance the complementarities between them, making research more convincing force. In addition, the case study method as a tool for the purpose of analysis is to explore whether the results confirms the theoretical, and do a complete explanation.
After analysis , we got some conclusions : First, when company cannot be self-efficient, and then it must get complementary resources and capabilities for strengthening itself from the match of the outside environment. Thus, to get more resources from outside is our advise. Nevertheless , after a period of growth, company will face more serious competition , in this situation it has to develop it’s own core competence in order to separate from other competitors. The development of new competence in overcoming the limits of the environment, and leveraging the existing competences to sustain growth.
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