當企業面臨法規制度的改變、市場競爭加劇、科技進步等外在環境因素時，需要調整其商業模式以確保生存和永續經營。
本研究旨在探討服務創新與商業模式軸轉之間的關係，透過「商業模式」及「服務創新」之理論基礎，以質性研究之單一個案研究法，藉由深度訪談和文獻分析，探討台南一間擁有143年歷史的中藥行老店成功實施服務創新並進行商業模式轉型的關鍵因素，分析其成功的轉型策略及過程。

When companies face changes in regulations, intensified market competition, technological advancements, and other external environmental factors, they need to adjust their business models to ensure survival and sustainable operation.
This study aims to explore the relationship between service innovation and business model transformation. Utilizing the theoretical foundations of "business model" and "service innovation," a qualitative research approach will be employed through a single case study method. Through in-depth interviews and literature analysis, the study will investigate the key factors that led to the successful implementation of service innovation and business model transformation at a 143-year-old traditional Chinese medicine store in Tainan. The study will analyze the successful transformation strategies and processes employed by the store.

胡幼慧（2008）。質性研究：理論、方法及本土女性研究實例。巨流圖書公司。
陳向明（2002）。社會科學質的研究。五南圖書出版公司。
高淑清（2008）。質性研究的18堂課：首航初探之旅。麗文文化。
潘淑滿（2003）。質性研究：理論與應用。心理出版社。
林佩璇（2000）。個案研究及其在教育研究上的應用。載於中正大學教育學研究所（主編），質的研究方法（頁167-200）。高等教育出版社。
吳芝儀（2008）。質性研究：軟科學之美。濤石文化。
張芳全（2010）。教育研究法：理論與應用。華都文化。
潘義祥（2012）。質性研究：理論與應用。心理出版社。
謝臥龍（2004）。質性研究方法的理論基礎與應用。心理出版社。
黃珮純（2023）。服務創新下商業模式的軸轉：以路易莎咖啡為例。﹝碩士論文。國立成功大學﹞
譚竣文（2024）。以服務主導邏輯觀點探討商業模式之發展-以雷諾瓦國際有限公司為研究案例。﹝碩士論文。國立成功大學﹞

Amit, R., & Zott, C. (2012). Creating value through business model innovation. MIT Sloan Management Review, 53(3), 41.
Berry, L. L., Danaher, T. S., & Chapman, R. A. (2016). Service with a smile: New frontiers in customer service. Journal of Service Research, 19(4), 397-410.
Bitner, M. J., & Brown, S. W. (2008). The service imperative. Business Horizons, 51(1), 39-46.
Brennan, Louis., & Vecchi, Alessandra. (2019). The Business of Streaming: A Study of Netflix's Dynamic Capabilities. Journal of International Business and Economics, 7(2), 76-84.
Chesbrough, H., & Rosenbloom, R. S. (2002). The role of the business model in capturing value from innovation: Evidence from Xerox Corporation's technology spin‐off companies. Industrial and Corporate Change, 11(3), 529-555.
Chesbrough, H. (2010). Business model innovation: opportunities and barriers. Long Range Planning, 43(2-3), 354-363.
Christensen, C. M. (1997). The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail. Harvard Business School Press.
Damanpour, F. (1991). Organizational innovation: A meta-analysis of effects of determinants and moderators. Academy of Management Journal, 34(3), 555-590.
Den Hertog, P. (2000). Knowledge-intensive business services as co-producers of innovation. International Journal of Innovation Management, 4(4), 491-528.
de Vries, E. J. (2006). Innovation in services in networks of organizations and in the distribution of services. Research Policy, 35(7), 1037-1051.
Foss, N. J., & Saebi, T. (2017). Fifteen years of research on business model innovation: How far have we come, and where should we go? Journal of Management, 43(1), 200-227.
Gallouj, F., & Weinstein, O. (1997). Innovation in services. Research Policy, 26(4-5), 537-556.
Grönroos, C. (1990). Service Management and Marketing. Lexington Books.
Grönroos, C. (2015). Service Management and Marketing: Managing the Service Profit Logic (4th ed.). John Wiley & Sons.
Henderson, R. M., & Clark, K. B. (1990). Architectural innovation: The reconfiguration of existing product technologies and the failure of established firms. Administrative Science Quarterly, 35(1), 9-30.
Johnston, R., Clark, G., & Shulver, M. (2012). Service Operations Management (4th ed.). Pearson.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
Lin, Thon., & Lai, Richie. (2021). Dynamic Capabilities in Netflix: A Case Study of Continuous Business Model Innovation in the Streaming Industry. International Journal of Business and Management, 16(3), 12-24.
Lovelock, C., & Wirtz, J. (2016). Services Marketing: People, Technology, Strategy (8th ed.). World Scientific Publishing.
Magretta, J. (2002). Why business models matter. Harvard Business Review, 80(5), 86-92.
Miles, I. (2008). Patterns of innovation in service industries. IBM Systems Journal, 47(1), 115-128.
OECD/Eurostat. (2018). Oslo Manual 2018: Guidelines for Collecting, Reporting and Using Data on Innovation (4th ed.). OECD Publishing.
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. John Wiley & Sons.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
Park, S., & Kim, Y. (2019). Starbucks Coffee Company's Dynamic Capabilities and Competitive Advantage. Journal of Service Science and Management, 12(7), 845-859.
Rogers, E. M. (2003). Diffusion of Innovations (5th ed.). Free Press
Schneider, S., & Spieth, P. (2013). Business model innovation: Towards an integrated future research agenda. International Journal of Innovation Management, 17(01).
Schultz, H., & Yang, D. J. (1997). Pour your heart into it: How Starbucks built a company one cup at a time. Hyperion.
Schumpeter, J. A. (1934). The Theory of Economic Development. Harvard University Press.
Slywotzky, A. J. (1996). Value migration: how to think several moves ahead of the competition. Harvard Business Press.
Sundbo, J., & Gallouj, F. (1999). Innovation in Services in Seven European Countries. Synthesis Report for European Commission, DG XII, TSER-SI4S.
Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43(2-3), 172-194.
Teece, D. J. (2018). Business models and dynamic capabilities. Long Range Planning, 51(1), 40-49.
Tether, B. S. (2005). Do services innovate (differently)? Insights from the European innobarometer survey. Industry & Innovation, 12(2), 153-184.
Thompson, V. A. (1965). Bureaucracy and innovation. Administrative Science Quarterly, 10(1), 1-20.
Tidd, J., & Bessant, J. (2018). Managing Innovation: Integrating Technological, Market and Organizational Change (6th ed.). Wiley.
Trefis Team. (2016). Starbucks' Dynamic Innovation Strategy: A Case Study Analysis. Journal of Business Strategy, 33(4), 45-58.
Van de Ven, A. H., Polley, D. E., Garud, R., & Venkataraman, S. (2008). The Innovation Journey. Oxford University Press.
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10.
Witell, L., Snyder, H., Gustafsson, A., Fombelle, P., & Kristensson, P. (2016). Defining service innovation: A review and synthesis. Journal of Business Research, 69(8), 2863-2872.
Wu, L. Y. (2010). Applicability of the resource-based and dynamic-capability views under environmental volatility. Journal of Business Research, 63(1), 27-31.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill.
Zott, C., Amit, R., & Massa, L. (2011). The business model: recent developments and future research. Journal of Management, 37(4), 1019-1042.

Amit, R., & Zott, C. (2012). Creating Value Through Business Model Innovation. MIT Sloan Management Review, 53(3), 41-49.
Baden-Fuller, C., & Haefliger, S. (2013). Business Models and Technological Innovation. Long Range Planning, 46(6), 419-426.
Baden-Fuller, C., & Mangematin, V. (2013). Business Models: A Challenging Agenda. Strategic Organization, 11(4), 418-427.
Casadesus-Masanell, R., & Ricart, J. E. (2010). From Strategy to Business Models and onto Tactics. Long Range Planning, 43(2-3), 195-215.
Chesbrough, H. (2010). Business Model Innovation: Opportunities and Barriers. Long Range Planning, 43(2-3), 354-363.
Foss, N. J., & Saebi, T. (2017). Fifteen Years of Research on Business Model Innovation: How Far Have We Come, and Where Should We Go? Journal of Management, 43(1), 200-227.
Joyce, A., & Paquin, R. L. (2016). The Triple Layered Business Model Canvas: A Tool to Design More Sustainable Business Models. Journal of Cleaner Production, 135, 1474-1486.
Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. John Wiley & Sons.
Richardson, J. (2008). The Business Model: An Integrative Framework for Strategy Execution. Strategic Change, 17(5‐6), 133-144.
Teece, D. J. (2018). Business Models and Dynamic Capabilities. Long Range Planning, 51(1), 40-49.
Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43(2-3), 172-194.
Wirtz, B. W., Pistoia, A., Ullrich, S., & Göttel, V. (2016). Business Models: Origin, Development and Future Research Perspectives. Long Range Planning, 49(1), 36-54.
Zott, C., & Amit, R. (2010). Business Model Design: An Activity System Perspective. Long Range Planning, 43(2-3), 216-226.
Zott, C., Amit, R., & Massa, L. (2011). The Business Model: Recent Developments and Future Research. Journal of Management, 37(4), 1019-1042.

Ries, E. (2011). The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Crown Business.
Blank, S. (2013). Why the Lean Start-Up Changes Everything. Harvard Business Review, 91(5), 63-72.
Foss, N. J., & Saebi, T. (2017). Fifteen Years of Research on Business Model Innovation: How Far Have We Come, and Where Should We Go? Journal of Management, 43(1), 200-227.
Massa, L., & Tucci, C. L. (2014). Business Model Innovation. In M. Dodgson, D. M. Gann, & N. Phillips (Eds.), The Oxford Handbook of Innovation Management (pp. 420-441). Oxford University Press.
Schneider, S., & Spieth, P. (2013). Business Model Innovation: Towards an Integrated Future Research Agenda. International Journal of Innovation Management, 17(01), 1340001.
Teece, D. J. (2018). Business Models and Dynamic Capabilities. Long Range Planning, 51(1), 40-49.

Foss, N. J., & Saebi, T. (2017). Fifteen Years of Research on Business Model Innovation: How Far Have We Come, and Where Should We Go? Journal of Management, 43(1), 200-227.
Creswell, J. W. (2018). Qualitative Inquiry and Research Design: Choosing Among Five Approaches. SAGE Publications.
Denzin, N. K., & Lincoln, Y. S. (2011). The SAGE Handbook of Qualitative Research. SAGE Publications.
Maxwell, J. A. (2013). Qualitative Research Design: An Interactive Approach. SAGE Publications.
Merriam, S. B., & Tisdell, E. J. (2016). Qualitative Research: A Guide to Design and Implementation. Jossey-Bass.
Yin, R. K. (2018). Case Study Research and Applications: Design and Methods. SAGE Publications.
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications.
Merriam, S. B., & Tisdell, E. J. (2016). Qualitative Research: A Guide to Design and Implementation. Jossey-Bass.
Yin, R. K. (2018). Case Study Research and Applications: Design and Methods. SAGE Publications.
Merriam, S. B. (1988). Case Study Research in Education: A Qualitative Approach. Jossey-Bass.
Patton, M. Q. (2015). Qualitative Research & Evaluation Methods. SAGE Publications.
Stake, R. E. (2005). Qualitative Case Studies. In N. K. Denzin & Y. S. Lincoln (Eds.), The SAGE Handbook of Qualitative Research (pp. 443-466). SAGE Publications.
Eisenhardt, K. M. (1989). Building Theories from Case Study Research. Academy of Management Review, 14(4), 532-550.