台灣的雞肉產業面對進口雞肉的衝擊、競爭者眾、疫情頻傳等因素，未來的發展十分艱辛，國內電宰業者時常虧損、獲利不穩定，較具規模的電宰廠具有垂直整合實力、通路市場延伸、外力威脅以及上游契養農戶數量減少成為直接或間接影響競合的因素。本研究目的以加深對競合理論的理解，特別是競合的動態面。在此研究目的之下，本研究的主要研究希望透過研究焦點廠商的發展歷程，找出競合關係如何影響其價值創造。針對單一個案企業進行深入訪談，輔以次級資料進行三角驗證。
首先回顧過去的文獻，商業互動觀點以產業內的資源、企業間的關係發展出整個網絡架構，藉以定位企業本身的範圍界線作為拓展能力的依據。競合關係是商業互動的一種，強調在同一時期和同一位企業之間存在競爭和合作關係。同時，競合關係的影響分別以企業與產業來探討，而合作與競爭不必然都是具正式關係，之中又可依資源和競爭合作程度作分類。競爭合作比例不同也各有策略因應。而過去文獻研究，競合理論在網絡之間關係的動態面比較少，質性研究有助於瞭解背後原因。因此，本研究採用Brandenburger和Nalebuff所提出的價值網來分析焦點企業大成長城與其他廠商互動過程的競合發展，在面臨外國進口白肉雞和許多競爭者威脅的情況下，如何利用現有資源和競爭者協商合作、運用上下游供應商及客戶的關係為企業本身帶來更大價值。
研究發現:大成與卜蜂高度競爭、低度合作的關係，而大成與通路商則是高度合作、低度競爭。當價值網提出運用互補性策略將餅作大的觀點，對於白肉雞產業而言，互補性策略如上游的飼料或下游通路延伸，雖可促使消費者對白肉雞的需求增加，但是對企業的實質品牌建立幫助不大。

The industry has been struck by increasingly imported poultry, many competitors and avian flu, which definitely cause more challenges in future development than before. Therefore, the research objective, deepen the recognition of co-opetition, is focus on the dynamic aspect. Then, discussing how can the relationship of coopetition influence the value creation in the developing process of focal firm. Besides, the research targets on a single case, and also combines secondary information and interviewees’ opinions in triangulation viewpoints.
Firstly, according to the literature review, a core company’s boundary bases on its business interaction with other participants, including resource exchange or intra-companies’ relationships, which is helpful to develop a whole network. Furthermore, co-opetition is a type of business interaction, and it emphasizes that, competition and cooperation exist in a dyad relationship simultaneously. However, there is less literature adopting dynamic aspect of co-opetition theory to discuss a real case before, yet qualitative research can explore more background knowledge.
Consequently, I take advantage of the concept of value net, proposed by Brandenburger and Nalebuff, to analyze the developing process of Dachan.
Research findings: Dachan and CP are highly competing but lowly cooperating, and other sales channels are opposite. Value net theory refers to utilize complementary strategies like expansion to upstream or downstream in order to enlarge market pie, however, the strategy is indeed useful in operating but has limited effect in building brand awareness.

中文參考資料

1. 行政院農業委員會(2013.03.12) http://www.coa.gov.tw/show_index.php
2. 台灣地區食品消費調查年鑑
3. 電宰公會(2012.12.26) http://www.tppa.org.tw/price.php
4. 中央畜產(2012.12.30) http://www.naif.org.tw/infoFowlsListAll.aspx?frontTitleMenuID=37&frontMenuID=114
5. 大成長城官方網站(2013.04.10) www.¬dachan.¬com
6. 公開資訊觀測站(2013.04.15) http://mops.twse.com.tw/index.htm
7. 周旭華譯(1997)。Michael E. Porter著。競爭策略:產業環境其競爭者分析(Competitive Strategy-- Techniques for Analyzing Industries and Competitors/1E)。天下文化
8. 陳明哲著(2008)。動態競爭策略探微:理論、實證與應用(Competitive Dynamics: A Research Odyssey/1E )。智勝文化
9. 顏寧譯(2011)。質性研究:設計與施作指南(Qualitative Research: A Guide To Design And Implementation)。五南圖書
10. 吳思華著(2001)。策略九說(The nature of the strategy)。城邦文化
11. 劉慧清譯(2002)。新差異化行銷。城邦文化
12. 王梅(1999)。家家鍋裡有隻雞。天下文化

英文參考文獻

Arrunada, Benito, & Vázquez, Xosé H. (2006). When your contract manufacturer becomes your competitor. Harvard Business Review, 84(9), pp.135.
Baraldi, E., Gressetvold, E., & Harrison, D. (2012). Resource interaction in inter-organizational networks: Foundations, comparison, and a research agenda. Journal of Business Research, 65(2), pp.266-276.
Baxter, Pamela, & Jack , Susan. (2008). Qualitative case study methodology: Study design and implementation for novice researchers. The Qualitative Report, 13(4), pp.544-559.
Bengtsson, M., & Kock, S. (1999). Cooperation and competition in relationships between competitors in business networks. Journal of Business & Industrial Marketing, 14(3), pp.178-194.
Bengtsson, M., & Kock, S. (2000). ” Coopetition” in Business Networks—to Cooperate and Compete Simultaneously. Industrial Marketing Management, 29(5), pp.411-426.
Bengtsson, M. & Kock, S. (2003): Tension in Co-opetition. Development in Marketing Science ,VolXXVI, Academy of Marketing Science,pp38-42.
Academy of Marketing Science Annual Conference, May 28-31. Washington D.C.
Bengtsson, M. , & Kock, S. (2000). ”Coopetition” in BusinessNetworks—to Cooperate and Compete Simultaneously. Industrial Marketing Management, 29(5), pp.411-426.
Bowman, C., & Ambrosini, V. (2000). Value creation versus value capture: towards a coherent definition of value in strategy. British Journal of Management, 11(1), pp.1-15.
Bresser, R.K.F. (1988). Matching collective and competitive strategies. Strategic Management Journal, 9(4), pp.375-385.
Cassell, C., & Symon, G. (2004). Essential guide to qualitative methods in organizational research, , Thousand Oaks,CA:Sage.
Chen, M.J. (2008). Reconceptualizing the Competition—Cooperation Relationship A Transparadox Perspective. Journal of Management Inquiry, 17(4), pp.288-304.
Chen, M.J., Su, K.H., & Tsai, W. (2007). Competitive tension: The awareness-motivation-capability perspective. Academy of Management Journal, 50(1), pp.101-118.
Corley, K. (2011). The coming of age for qualitative research: Embracing the diversity of qualitative methods. Academy of Management Journal, 54(2), pp.233-237.
Cova, B., Prévot, F., & Spencer, R. (2010). Navigating between dyads and networks. Industrial Marketing Management, 39(6), pp.879-886.
Dagnino, G.B., & Padula, G. (2002). Coopetition strategy: a new kind of interfirm dynamics for value creation. In Innovative Research in Management, European Academy of Management (EURAM), Second Annual Conference, Stockholm, May(Vol.9).
Dowling, Michael J. , Roering, William D. , Carlin, Barbara A. , & Wisnieski, Joette. (1996). Multifaceted Relationships Under Coopetition : Description and Theory. Journal of Management Inquiry, 5(2), pp.155-167.
Eisenhardt, K.M. (1989). Building theories from case study research. Academy of Management Review, 14(4),pp.532-550.
Flyvbjerg, B. (2006). Five misunderstandings about case-study research. Qualitative inquiry, 12(2), pp.219-245.
Ford, D., Gadde, L.E., Håkansson, H., Snehota, I., & Waluszewski, A. (2008). Analysing Business Interaction. In 24th IMP Conference in Upssala, Sweden.
Gnyawali, D.R., & Park, B.J.R. (2009). Co‐opetition and Technological Innovation in Small and Medium‐Sized Enterprises: A Multilevel Conceptual Model. Journal of Small Business Management, 47(3), pp.308-330.
Gnyawali, D.R., & Park, B.J.R. (2011). Co-opetition between giants: Collaboration with competitors for technological innovation. Research Policy, 40(5), pp.650-663.
Gomes-Casseres, B. (1994). Group versus group: How alliance networks compete. Harvard Business Review, 72(4), pp.62.
Håkansson, H. (1982). International Marketing and Purchasing of Industrial Goods: An interaction approach, New York: Wiley Chichester.
Håkansson, H., Ford, David, Gadde, Lars-Erik, Snehota, Ivan, & Waluszewski, Alexandra. (2009). Business in Networks, New York: Wiley Chichester.
Håkansson, H., & Johanson, J. (1992). A Model of Industrial Networks, London: Routledge.
Håkansson, H., & Snehota, I. . (1995). Developing Relationships in Business Networks, London: Routledge.
Hagel, J., Brown, J.S., & Davison, L. (2008). Shaping strategy in a world of constant disruption. Harvard Business Review,86(10), pp.80-89.
Hamel, Gary, Doz, Yves L., & Prahalad, C.K. (1989). Collaborate with your competitors and Win. Harvard Business Review,67(1),pp.133-139
Hausken, K. (2000). Cooperation and between-group competition. Journal of Economic Behavior & Organization, 42(3), pp.417-425.
Johnston, R., & Lawrence, P.R. (1991). Beyond vertical integration–the rise of the value-adding partnership. Thompson, G.(et al.)(Eds.), Markets, hierarchies and networks, The Coordination of Social Life, London,Sage, pp.193-202.
Kanter, R.M. (1994). Collaborative Advantage: The art of alliances. Harvard Business Review,72(4),pp96-108
Kotzab, H., & Teller, C. (2003). Value-adding partnerships and co-opetition models in the grocery industry. International Journal of Physical Distribution & Logistics Management, 33(3), pp.268-281.
Lepak, D.P., Smith, K.G., & Taylor, M.S. (2007). Value creation and value capture: a multilevel perspective. Academy of Management Review, 32(1), pp.180-194.
Loebecke, C., Van Fenema, P.C., & Powell, P. (1999). Co-opetition and knowledge transfer. ACM SIGMIS Database, 30(2), pp.14-25.
Luo, Yadong (2007). A coopetition perspective of global competition. Journal of World Business, 42(4), pp.129-144.
Meyer, Harvey. (1998). Emerald Article: my enemy, my friend. Journal of Business Strategy, 19(5),pp42-46.
Milles, Matthew B, & Huberman, A Michael. (1994). Qualitative data analysis: An expanded sourcebook,Thousand Oaks ,Sage.
Mummalaneni, & Wilson. (1986). Bonding and commitment in buyer-seller relationships: a preliminary conceptualization. Industrial Marketing and Purchasing, 1(3), pp.44-58.
Myers, M. D. (1997). Qualitative research in information systems. Management Information Systems Quarterly, 21(2), pp.241-242.
Myers, M. D. (2009). Qualitative Research in Business & Management, Thousand Oaks,CA:Sage.
Nalebuff, B.J., & Brandenburger, A.M. (1996). Co-opetition,London, Harper Collins Business.
Park, S.H., & Russo, M.V. (1996). When competition eclipses cooperation: An event history analysis of joint venture failure. Management science, 42(6), pp.875-890.
Ritala, P., & Hurmelinna-Laukkanen, P. (2009). What's in it for me? Creating and appropriating value in innovation-related coopetition. Technovation, 29(12), pp.819-828.
Rusko, Rauno. (2011). Exploring the concept of coopetition: A typology for the strategic moves of the Finnish forest industry. Industrial Marketing Management, 40(2), pp.311-320.
Stake, Robert E. (2003). Case Studies In: DENZIN. NK & Lincoln, YS.
Stalk, G., Evans, P., & Shulman, LE. (1992). Competing on capabilities. Harvard Business Review,70(2).pp57-69
Turnbull, P., Ford, D., & Cunningham, M. (1996). Interaction, relationships and networks in business markets: an evolving perspective. Journal of Business & Industrial Marketing, 11(3/4), pp.44-62.
Verschuren, P. (2003). Case study as a research strategy: some ambiguities and opportunities. International Journal of Social Research Methodology, 6(2), pp.121-139.
Walley, K. (2007). Coopetition: An introduction to the subject and an agenda for research. International Studies of Management and Organization, 37(2), pp.11-31.
Yang, H., Lin, Z.J., & Lin, Y.L. (2010). A multilevel framework of firm boundaries: firm characteristics, dyadic differences, and network attributes. Strategic Management Journal, 31(3), pp.237-261.
Yin, R.K. (1981). The case study as a serious research strategy. Science Commu nication, 3(1), pp.97-114.
Yin, R.K. (2002). Case study research: Design and methods (Vol. 5), Thousand Oaks,CA:Sage.