活動剪影 Special Activities
2014 天下雜誌國際大師論壇 創新，共創美好的未來----打造行銷3.0的組織
2014 CommonWealth Magazine: International Gurus Forum
Winning at Innovation—Building Marketing 3.0 Organization
【記者林薈薰報導】由天下雜誌和玉山金控攜手，從2012年開始舉辦的國際大師論壇，今年來到了第三年。2012年邀請倫敦商學院策略與國際管理客座教授 蓋瑞。哈默爾(Gary Hamel)談應變未來的當務之急---現在，什麼才重要？ 2013年邀請哈佛商學院名師 克里斯汀生(Clayton M. Christenson)談啟動成長新動能，打造新的DNA。今年，邀請到世界行銷學的權威 菲利普。科特勒(Philip Kotler)來到台灣，談創新，共創美好未來以及如何打造行銷3.0的組織。
Common Wealth Magazine and E.SUN Bank have hosted the international gurus forum from 2012 for a three years’ duration. Each year they invite world known experts to give speech on the most popular topic. In 2012, London Business School visiting professor of Strategy and International Management, Gary Hamel talked about what is important for now? In 2013, Harvard business school professor, Clayton M. Christenson talked about growing a new momentum to create DNA. And this year, the authority of marketing, Philip Kotler came and talked about innovation- how to build a better 3.0 marketing organization.
Kotler repeatedly mentioned the importance of innovation in modern age. If enterprises stop innovating, they will not find the way out. Kotler provided the innovation process for enterprises, which is A to F process. There are namely “Activator,” Browser,” Creator,” Developer,” Executor” and “Financier” six steps. From the beginning of triggering new ideas, observing the market, creating new products or services, developing and conducting the projects to the final step- financial controlling; these processes may help enterprises a lot in the “innovation’s battle”. In addition, Kotler said that marketing nowadays is no longer focusing on producing good products because good products could only meet customer needs but not satisfying customer's mind. Therefore, except for creating some successful marketing strategies, some products and services which are different from others competitors, the ability to meet customers’ psychological needs becomes the key to win!
Students from NSYSU’s IBMBA master program participated in this master forum to gain the latest information of marketing. According to IBMBA students, they were all impressed by Kotler’s speech. One thing they remembered well is the nine dimension examination for enterprises. Kotler gave nine questions which are related to various abilities of a company. They are the ability of finding new opportunity, the market research and analysis ability, the successful innovation ability, the effective communication ability, running the distribution channels ability, marketing strategy, well-organized for marketing and corporate social responsibility. 5 point scale is used to check each dimension, the maximum score is 45. The higher the score an enterprise gets, the better potential and sustainability it has. Also, the score reflects the value of an enterprise. This test not only lets enterprises examine themselves but gives people a chance to know more about the enterprise.
Kotler shared his Taiwan visiting experience in 2006 at the end of the forum. He was impressed by Taiwanese’s hospitability and “great smile”. Kotler provided some suggestions to Taiwan. He encouraged Taiwan to not lose its innovation ability and make sure to be a piece of the world supply chain. In addition, Taiwan should set a goal of being a gateway to China or ASEAN markets. He mentioned “innovation” several times to emphasize the importance of it. Once a company loses the innovating ability, it will have a hard time staying in the market. Kotler claimed that city is a country's growth engine; a city like Taipei should learn from Singapore, seeking more business opportunities and exploring more possibilities【By Helen Lin】
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社會責任 Social Responsibility
2014 KPMG 社會企業高峰論壇:與企業CSR共創雙贏模式報導
2014 KPMG Social Enterprise Summit: CSR and business to create a win-win model
【記者 林薈薰報導】2014 KPMG社會企業高峰論壇：與企業CSR共創雙贏模式，於9月23日於臺大集思會議中心盛大展開。此活動是由財團法人中華民國證券櫃檯買賣中心、經濟部中小企業處、教育部、中華公司治理協會、中華會計教育學會及KPMG台灣共同舉辦。為了讓更多的台灣在地營利企業與專家學者了解社會企業議題，特舉行此論壇讓產、官、學三方的專家相互交流，透過分享以及座談的方式針對社會企業議題激盪出更多的火花。
The 2014 KPMG Social Enterprise Summit having as topic: CSR and business to create a win-win model was held on September 23 at GIS NTU Convention Center. This activity was co-hosted by the Small and Medium Enterprises Administration, the Ministry of Economic Affairs, the Gre Tai Securities Market (GTSM), the Ministry of Education, the Taiwan Corporate Governance Association, the Taiwan Accounting Association and KPMG. This summit was held in order to give a Corporate Social Responsibility awareness to several Taiwanese’s enterprises. Scholars and experts knowing much about social enterprise issue, did hold this special summit by gathering experts from industry, government, academia tripartite interaction. By sharing and discussing in a various ways on different topics, the ultimate goal was to bring out some insights and spark on some social enterprise issues.
本次論壇的亮點之一是英國傑米奧利佛(Jamie Oliver)食物基金會執行長 Neil Lovell於論壇中分享傑米奧利佛食物基金會在英國實行社會企業的成功經驗，同時也提供了英國社會企業的現況資訊。英國目前存在約70,000個社會企業，於社會企業服務的員工約有100萬名。英國的社會企業涵蓋範圍廣泛，有教育、零售業和社會照顧等等。社會企業對英國的經濟貢獻約為24億英鎊(約新台幣1兆元)。其收入來源都非慈善收入，而是在市場中提供服務或產品之後獲利的成果。由以上亮眼的成績看來，人們似乎會認為社會企業在英國必定行之有年，其實不然，從執行長提供的數據得知，英國三分之一的社會企業成立時間都在三年左右，有些甚至還低於三年。由此可知，英國的社會企業發展不但迅速而且成效非凡，實為國際社會企業爭相效法與取經的優良典範。
One of the highlights in this summit was Jamie Oliver’s Food Foundation CEO, Neil Lovell from the U.K. He introduced the foundation and shared the successful social enterprise managing experience in the U.K. He also provided the social enterprise’s statistics and information. There are currently around 70,000 social enterprises in the U.K, and the number of employees is about 1 million. Social enterprise in the U.K covers many fields, such as education, retail, and social care, etc. Social enterprise contributes around 24 billion pounds (about 1 trillion NTD) to UK’s economy. Their income’s sources are non-charitable income; they earn profit by providing services or products to the market. From above results, people may think that social enterprises have existed for a long time in the U.K, but in fact, it is not. From the data providing by Neil Lovell, one-third of the social enterprises have just set up within 3 years, some of them are even less than that. It can be seen that social enterprises in the U.K grow fast and the effectiveness is extraordinary.
The host invited many social enterprises in Taiwan to share their start-up stories and experiences. There were Zhong(众) social enterprise, Geo Things, ELIV, Dialogue in the Dark, iLOHAS and Victory Potential Development Center for Disabled. The CEO from Wish Republic shared his cooperation with Lien Hwa, a food manufacturer in Taiwan. They help wheat farmers to produce and promote Taiwanese’s wheat. Although Taiwan’s wheat price is three times higher than imported ones, their spirit of promoting local wheat is very admirable!
Although social Enterprise is not well-known in Taiwan at this moment, more and more people are starting to pay attention to this issue and are also contributing to its promotion. Through the power of government, education and the people, the idea of social enterprise will gradually be known by public and will have more attention. There is one interesting question that we may ponder together. If all the corporates become social enterprises, how would be our society?【By Helen Lin】
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Cross Culture Event 跨文化交流
Waseda Visiting- Special Report 日本早稻田大學商院師生參訪
During the first week of the new academic year 2014-2015, precisely the 19th, September 2014, the IBMBA program welcomed a group of special guests from Japan. The group was composed of Professor Shinichi Hirota with his college students from business department of Waseda University in Tokyo.
Professor Hirota is one of the Waseda Business School’s professor and the head of the Office of International Affairs. His research field is corporate finance. He had been granted a fund by the school to take his students for an oversea’s academic visits in order to enrich their cultural exchange experiences. This year, Prof. Hirota took the senior business students to Taiwan for the field trip, visiting several universities including NTU and NCCU before they came to NSYSU. Of course, beside academic tour, they went looking around the cities on the weekend.
As the host representing NSYSU, Dr. Sung arranged the whole-day schedule for Waseda’s guests. In the morning, they were invited to attend IBMBA Business Seminar class. During the class, Japanese students did financial analysis, mainly on stock value, for two Japanese companies: NISSAN and SECOM, and presented the result to IBMBA students with slides. The professor and students from Waseda didn’t expect so many foreign students in the class. This made Japanese students feel very nervous during their oral presentation in English, especially during the Q&A section. Thus, some of them couldn’t give satisfying answers to the questions raised by the audience. Nonetheless, IBMBA students did appreciate their efforts and analytical skills.
下午時段則由選修財務管理的19位IBMBA同學，加上早稻田的17位學生，針對中谷教授所撰寫的個案（Corporate Governance -The question of allowing antitakeover defense）來進行分組討論。教授將兩校的學生分成八組，每組約4~5位，包含日本學生、台灣學生及IBMBA的國際生，之後各自帶開討論，這樣的分組方式也使兩校學生交流更加密切：在一個多小時的分組討論中，成員必須針對個案中的獨立董事所面臨的反購併議題提出討論，此個案公司是日本的Okada醫藥公司，是豬中谷教授為本個案設計的虛擬公司。在討論中，日本文化對反購併的想法則是關鍵要素，因此學生們對此個案所提出的想法成為討論的焦點。
In the afternoon, 17 of the Waseda students joined the financial management course to discuss with 19 of the IBMBA students on the case study, “Corporate governance- the question of allowing antitakeover defense”, written by Professor Hirota. Professors deliberately divided all the students into eight groups, which were consisted of students from Japan, Taiwan and other foreign countries. After the grouping, each group discussed separately and came back for presentations in the last section of the course. During the group discussions, students had to talk about the issues that the independent directors were confronted in the case (the case was a virtual one designed by Professor Hirota). And because Japanese culture has a great impact on antitakeover decision in this case, the viewpoint proposed by Waseda students played a crucial role.
Then it comes to the presentation: each group presented their discussion result on stage and answer questions raised by the audience. Also, professor gave comments on each group. To professor Hirota’s surprise, it turned out that each of the groups was for antitakeover. To explain this result, one of the international students from IBMBA said that he was opposed to antitakeover at first, but because all the other group members held positive attitudes towards it, he could do nothing but agree. While his experience made everybody laugh, it also demonstrated the importance of communication while doing cross cultural discussions.
After the whole-day’s activity, both sides found that, they learn a lot from this experience. Professor Hirota considered this exchange a very invaluable experience since students from all over the world came to discuss on the same topic in the same classroom, this allowed students to have a more global view on how people think differently from different cultural background, and at the same time, students could learn how to express and communicate ideas. Meanwhile, IBMBA students thought this to be a rewarding experience. Yet, if Japanese students were able to talk more fluently in English, it would be easier for both sides to reach deeper and more thorough academic discussions. And last but not least, IBMBA students were looking forward to visit some other schools like Waseda visited us.
【By Amy Tsai】
The one-day exchange came to the end at five in the afternoon. Students from both schools took pictures and exchange contact information to one another, hoping that they would have others chances to meet again. Finally, the group photo marked the perfect ending of the day.
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人物專訪 Exclusive Interview
專訪 歐瑞福 姜莉蓉 女士 創業歷程
Interview with All Tech Consulting, Co. Ltd Managing Director---Rachel Jung
【記者梁瑛倫報導】 姜莉蓉 女士 為中山IEMBA的校友，與其IEMBA同學共同創業All tech歐瑞福國際有限公司，就讓我們一同來了解Rachel的創業歷程吧!
Ms. Rachel Jung is our IEMBA alumna, she and her IEMBA classmates found All Tech Consulting, Co. Ltd. Let’s review the story of how she started up her own business.
Q1: What was the motivation for you to create your own business?
A: I was working in financial industry that time, and I’ve been in this area for several years. Two main reasons pushed me to create my own business. First, I saw a recruiting advertisement which claimed that they need some Customer Relationship’s Managers. The job requirement focused only on appearance and did not emphasis on the professional skills at all. I was so surprised and shocked! I thought that financial companies in Taiwan are little bit “crazy”. Secondly, “structured note” became a popular financial product at that time, however, most people didn’t understand perfectly what it was. Our company was a conservative and stable oriented financial institution, but even my boss considered selling this high risk financial product. Moreover, some conservative big clients also invested some huge amount of money in “structured note”! I thought: “It was time to say good-bye!” Many evidences were indicating that Taiwan’s financial market was overheated and near the bottom, I knew perfectly it was a sign of financial bubbles. However, quitting my “beloved job” was somehow hard for me. Finally, being inspired by Mr. Showing Young’s lecture:” I decided to follow my heart, and be myself.” That’s why , I made up my mind and went to create my own business.
Q2:How much capital did you have to start up the business?
A: We had one million NT dollars as our venture capital’s starting fund.
Q3: How did you start up this company?
A: This Company was established in 1995, the owner was an IEMBA alumna. I and my classmates are from different areas, we have different talents. We used to have brain storming periodically, and one day, we just came up with a company’s idea. In the beginning, we didn’t set up any specific goal. We just tried and tried, used any idea coming from the lectures or from our innovation.
Q4: How did you get the achievement?
A:At the beginning, we were distributors for many brands, but the company was break-even all the time. The dramatic change intervened with the aerogels. It was a thermal materials innovated by NASA in 1930’s. Aerogels can be applied in heavy industries and apparels. However, compare with the same kind of Taiwan’s product, it was too expensive. No Taiwan clients wanted to trade with us.
Q5: How did you break the ice?
A: Never give up! We believed, that it is a good product with reliable and good quality. How wouldn’t it be popular in Taiwan’s heavy industries? We tried to promote it for more than two years. Fortunately or unfortunately, Formosa group encountered a public safety issue in 2009, I got their main problem. Aerogels can solve this issue, by protecting their factories from the fire. As a result, Formosa group become our biggest client. That deal brought a huge profit for us.
Q6: What is the secret of your leadership?
A: Being honest, I don’t request my employees to always be obedient to me. I don’t like this management’s way, I prefer to give them vision. Once they fully understand and accept this process, they will then be fully committed to work for you, they will stay with you for long time. Because they know that I trust them, they will always do their best! All I need to do is providing a platform for young generation to express and apply their ideas. Besides, a good leader should integrate issues, and lead people on the right way. Normally, talents have professional skills but they can’t have a multidimensional vision. Therefore, it is the good leader’s task to show them the correct and right path.
Rachel has some characters, such as braveness and patience. Those qualities just reflect what she said: Taiwanese fear nothing! For example, when she wanted to apply for a job’s position which she didn’t have any experience, she told to the recruiter: “I can learn fast and work late”. Finally the owner gave her the offer. While she is accomplishing a task, she always make sure to get the task 100% well done. I think of Anne Morrow Lindbergh, a famous adventurer and litterateur who published a book, titled the “Gift from the sea” in 1955. She pointed out that “each woman would face some issues in her life such as: How to get alone with others? How to be alone? How to balance life and career?” I believe that Rachel is not an exception to this rule and she has managed to balance her life and career, well so far. 【By Lena Liang】
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網路行銷 Internet Marketing
虛實整合O2O 實戰心法 演講紀實
O2O Integration---iPeen Portal Site
Speaker:Erica Yeh (iPeen Portal Site Co-founder)
Have you ever accessed into internet to search information for “delicious food”? iPeen is the portal site for it!
Erica said: I created this web site for a simple reason---“tasty food”!
Since I was young student, I liked to taste different kind of restaurants’ food. I couldn’t wait to share my experience with my friends after eating those dishes. Therefore, I became a blogger, sharing my reflection about those restaurants which I’ve ever visited. And this was the beginning of iPeen Portal Site.
Online to Offline:
iPeen Portal Site tries to extend user’s behavior from internet to real restaurant. Erica gave an example: Usually, when people (users) search information on internet and then leave the computer, the influences to the user just stop at the moment. The connection is now between people (users) and the restaurant. But iPeen changes the business model. But how? It cooperates with restaurants and issue iPeen’s coupons for the consumers. Once consumers use their coupons, the restaurants will record those coupons after the consumers’ visit in the restaurant. At the end, it will become a precious database for the different restaurants’ owners. They would base on those information to manage customers’ behavior and favorite flavor. That’s an example of how to make use of the internet service into the real life.
Customers’ relationship management integrates with marketing:
Erica also mentioned that, in general big chain restaurants do have their own marketing team to analyze data and manage customers’ relationship, however the others restaurants don’t have. The main reason is the fact, that most of the restaurants’ owners don’t have enough time to do it. Due to the long working hours (they used to spend more than 13 hours to prepare the cooking materials and cook the dishes as well). After the restaurant having been closed, they’ve already been exhausted! As a result, for most restaurants, their pos machines are only a cashier and recorder. IPeen then decided to change the game, it jumped out of the circle. It was not satisfied with being a portal site to provide only information and comments for users. Ipeen decided to issue new coupons called “KoKo”, in order to attract users to become their members. Those members use “KoKo” in collaboration with corporative restaurants, then get more credits which can be used to exchange for “free lunch”! It is become a trend to replace cash flow. Due to the fact that customers are using iPeen’s service, their data could easily be stocked in the restaurant’s pos end. Then, those restaurants will send the customers’ data to iPeen. Ipeen then will provide some professional data analysis’s feedbacks to restaurant owners. This mordent technology will give tremendous advantages to those restaurants’ owners such as helping them to have better CRM in traditional business! 【By Lena Liang】
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