美妝產業之開放式創新─以L’Or&eacute;al與P&G公司為例

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题名:	美妝產業之開放式創新─以L’Oré;al與P&G公司為例
作者:	伍騏;Chi Wu
贡献者:	產業經濟研究所
关键词:	開放式創新;寶僑;美妝產業;萊雅;Beauty Industry;P&G;L'Oré;al;Open Innovation
日期:	2011-08-19
上传时间:	2012-01-05 15:08:33 (UTC+8)
摘要:	隨著市場全球化，創新的重要性漸增，但創新是複雜且困難的並且為現今企業競爭之重要核心。根據Henry Chesbrough教授所提出之「開放式創新」為知識管理提供了新的思考架構。開放式創新打破了企業的邊界，使創新來源可取自於外界，並透過企業內外的創新分工使產出更加多樣與專業化，此外，將智慧財產權交易視為策略性運用，且在知識交換中創造更高的附加價值。　　本文採用個案分析以美妝產業中之翹楚L’Oréal與P&G公司為例，探討開放式創新對企業經營模式之影響，L’Oréal藉由收購多家品牌由外部引入創新與技術資源，而P&G則是由C&D模式連結全球創新來源提升企業營運績效，從封閉走向開放，與公司外的客戶、研究人員、甚至於競爭對手成為合作夥伴共同成長。本文並且深入了解L’Oréal與P&G是如何從製造染髮劑與肥皂的小公司逐漸躍升為國際知名企業。　　開放式創新為企業內外知識與技術的雙向流通，提升產品與服務品質，改變了企業成長模式，為跨越邊界、時間且解決資源匱乏的革命性關鍵。 Under the circumstance of the market globalization, the importance of innovation has gained gradually, but the innovation can be difficult and complicated. And it is also the core business competency for the 21st century. "The open innovation paradigm” brought forward by Professor Henry Chesbrough, offers a new framework of thinking for the knowledge management. The open innovation describes a model shifts from a closed to an open innovation. It breaks the boundaries among enterprises, so that the sources of innovation can be acquired exteriorly. Besides, it takes intellectual property transactions as a strategical application and creates higher added value through knowledge exchages as well. 　　This paper adopts individual case analysis and uses the leading companies of beauty industry, L'Oréal and P&G, as examples, exploring the effects of open innovation business model. According to this study, L'Oréal brings in resources of innovations and technologies exteriorly by purchasing many beauty brands. On the other hand, P&G uses the C&D strategy to connect with sources of global innovations on purpose of enhancing the efficiency and the effectiveness of business performance, to go from an closed condition to an open one, to become partnerships, and to grow together with clients outside the company, researchers and even the competitors. This paper also provides the further　understanding of how L'Oréal and P&G, which were once small companies that produced hair dyes and soaps, become famous international enterprises eventually. 　　Open innovation is a two-way circulation of knowledge and technologies for both inside and outside the enterprises. It evaluates the qualities of products and services, changing the way how enterprises grow. It is truly a revolutionary key point that solves the problem of deficient resources and it is not constrained by boundaries and time.
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