在國際環境永續發展趨勢下，各國政府鼓勵企業採取環保行動，積極推動企業技術創新，以期解決氣候變遷、資源枯竭和環境污染等全球性問題，創新擴散已成為企業因應市場環境變化持續成功至關重要的課題。然而在創新擴散領域的研究，大都強調如何制定創新與策略、評估創新的方法以及創新的重要性，以及在單一產品或多個產品在同一應用市場採用者的相關研究為主，而本研究提出以應用領域市場採用者觀點，以積極投入綠色創新的鋰電池企業為研究對象，研究方向為『在鋰電池產業的環境變動與市場發展過程中，企業如何進行創新擴散，以創造什樣的價值與獲取怎麼樣的價值結果』，以期填補理論方面在創新擴散之稀缺性與拓展研究領域之範疇，並提供學界及企業界對創新擴散不同的見解與解讀。
本研究以質性研究方法進行個案研究，研究結果顯示個案公司在創新擴散過程中價值創造和獲取的多面性，藉由不斷的技術創新，不僅提升電池的容量密度，還取得功率密度技術的重大突破，連帶改善組織流程與累績技術性、商譽性及互補性等資產，並建立卓越的大動力電池的品牌形象，促進新技術的廣泛應用與探索新應用領域，最終提高了客戶的使用體驗，帶動供應鏈夥伴與客戶共創價值與獲取價值，從而實現公司持續成長和競爭優勢。
最後，本研究所提出創新擴散的另一種詮釋觀點，以動態技術創新多個產品與應用領域市場採用者的擴散視角，驅使反思並詮釋創新擴散在學術及實務上一種新的意涵，期望為學術研究做出一定的貢獻及未來研究方向之參考，並為其他企業在尋求應對創新擴散的複雜性，追求持續的價值創造與獲取提供寶貴的經驗參考。

In the modern economy, innovation is a key driver of corporate competitiveness and sustainable growth. However, innovation alone is not sufficient to ensure success; its effective diffusion and commercialization are equally crucial. Innovation diffusion is a dynamic and complex process whose significance extends beyond the mere dissemination of technology to encompass how innovation can be used to create and capture value. Successful innovation diffusion can facilitate widespread technological adoption, thereby generating new market value and enhancing corporate competitiveness. This study employs a qualitative research methodology to explore how companies carry out innovation diffusion, the types of value created and captured, from the perspective of adopters in different application domains, using the development of Company E's lithium battery business as a case study. The analysis focuses on the company's practices and outcomes in technological innovation, strategic partnerships, product development, customer relations, and market exploration.
The case study company is an innovative enterprise specializing in lithium battery technology. The research findings reveal the multifaceted nature of value creation and capture during the innovation diffusion process at Company E. The company has not only improved the energy density of its batteries but also achieved significant breakthroughs in ultra-high-power technology. By establishing strategic partnerships with suppliers and customers, Company E has jointly developed new technological products and services, explored different application domains, and expanded the application scope and market space of its products. Additionally, through precise market positioning and strategic marketing, the company has built a strong brand image in emerging markets, enhanced customer experience, and created and captured additional value, thereby achieving sustainable growth and competitive advantage.
This study contributes to academic research by providing an in-depth understanding of the mechanisms of value creation and capture within the context of innovation diffusion, particularly in the emerging technology sector such as lithium batteries. By clearly examining the strategies and practices adopted by Company E, the study offers valuable insights for other companies seeking to address the complexities of innovation diffusion and enhance their market competitiveness. Moreover, the research underscores the importance of understanding the dynamics of value creation and capture in innovation diffusion, laying the foundation for further exploration of these dynamics in the lithium battery industry. The findings hold theoretical and practical significance for scholars, practitioners, and policymakers, and provide direction for future research in this critical area.
As industries continue to evolve and technologies advance, the ability to effectively create and capture value in the innovation diffusion process remains crucial for sustained growth and competitiveness. Future research can further explore innovation diffusion strategies in different firms and market conditions across the upstream and downstream segments of the industry chain, providing more comprehensive practical guidance and theoretical support.

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