How to Use Energy-saving Policies to Induce Green Innovation and to Build Competitive Advantage? A Case Study of T Marketing Company

• Main Authors: YANG,CHIH-YU, 楊智宇
• Other Authors: LIN,YI-CHEN
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/j9s649

碩士 === 國立臺南大學 === 經營與管理學系科技管理碩士班 === 103 === In recent years, global warming caused by climate catastrophe continues to be staged around the world and the growing challenge caused by serious environmental problems has been attached in the world today. Carbon reduction has become the serious and urgent issue faced by people. When governments set up strict environmental regulations, it is smarter for companies to put involvements and innovation on a low-carbon, green energy and resource efficient. This study adopts resource-based theory and the perspective of positive response to environmental issues to explore how enterprises use energy-saving policies to induce green innovation and build up competitive advantage, and uses a single case study method with a unique and critical marketing company T. Based on interviews and secondary data, this study deeply understands how marketing company T successfully sets up "3G energy-saving policy" and explores how marketing company T uses "3G energy-saving policy" to induce green innovation and establish its own advantages. This study found that the key successful factor to propose "3G saving policy" for marketing company T is through the corporate culture of carbon reduction and the company's leaders promote the spirit of "do good deeds, but not as small, small and whom not to be evil” so that the employees have consistent identity and mission to reduce carbon emissions. In addition, marketing company T examines its core capability and fits its external resources to jointly induce green innovation. This green innovation has three directions: hardware equipment innovation, work process improvement, and innovation management. It will lead to create competitive advantages for marketing company T including input benefit, process and the performance improvements.