| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 105 === In an era of rapid change, Taiwan has a thin market in trade. This thin market, so-called narrow market can easily be influenced by external environment. Being able to produce differentiations with Blue Ocean Strategy at any time and building resilience facing market challenges are common and complex tasks for Taiwanese small and medium-sized enterprises (SMEs). Case teaching method utilized in this paper demonstrates an SME owner repeatedly conforms to economic recession over the years. The owner transforms the SME from perspective hand drawing to computer animation and commercial production to a whole new field - science communication. Over the past three decades, the SME has gone through its ups and downs in developing enterprise core abilities, leading the learning team in business process reengineering, establishing a successfully business operating system, innovating continuously, enhancing business efficiency and creating new market space with Blue Ocean Strategy. This particularly SME’s development in decision-making and strategies forming can be used as a reference for other SMEs, startups, and entrepreneurs in facing economic recessions or market challenges.
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