你搶唔到市場，可能唔係因為你唔夠努力——而係你的附加價值唔夠大《競合策略》

從經典個案學習商業策略
哈佛、耶魯、MIT頂尖商學院至今必讀

　　為什麼輪胎公司要推出米其林美食評鑑？
　　為什麼做電腦晶片的Intel卻成為航空業的競爭對手？
　　為什麼花旗銀行率先使用ATM，卻大量流失顧客？
　　為什麼任天堂遲遲不推出16位元電玩，卻讓Sega獨霸市場？
　　為什麼《紐約郵報》降價，對手《每日新聞》卻用漲價回應？
　　以上每個問題，本書都給出了意想不到的解答……

　　瞭解賽局還不夠，你必須改變賽局，
　　才能創造未來！

　　《競合策略》是第一本從賽局理論出發，兼具前瞻性與實用性的商業策略經典。
　　作者在本書提出一套系統性的決策思維架構，搭配知名企業的真實個案，
　　沒有數學，全靠邏輯推理，帶你洞悉商業運作的真實力量：

　　＊ 事實不重要，人的認知才是一切。
　　＊ 你的力量取決於一個殘酷問題：如果這世界少了你，會有什麼不同？
　　＊ 改變合約裡的小細節，能完全反轉劣勢。
　　＊ 進入賽局之前，先思考你的加入對誰有利。
　　＊ 每個賽局永遠和其他賽局連動。

　　本書首度出版即引爆討論熱潮，榮登《紐約時報》與《商業週刊》暢銷書排行榜，
　　至今仍名列哈佛、耶魯、MIT等各頂尖大學商學院的必讀書單。

　　書中的所有個案，全數發生在個人電腦與網際網路興起的年代，
　　對比現在行動網路與電子商務的崛起，
　　《競合策略》將引導你在技術不斷革新的企業環境中，迅速開創商業新契機！

各界推薦

　　王伯達  策略投資顧問
　　林之晨  AppWorks之初創投合夥人
　　范國華  眾律國際法律事務所執行合夥律師
　　陳良基  台灣大學學術副校長
　　湯明哲  台灣大學國際企業學系教授
　　鄭國威  PanSci泛科學總編輯

重量級推薦

　　你非懂不可！──《經濟學人》

　　本書大大提升了我的思考與決策高度！──Kenneth D. Brody，美國銀行家暨高盛合夥人

　　運用範圍超乎想像！──Kenneth J. Arrow，諾貝爾經濟學獎得主

　　簡單易懂、饒富趣味！──《華爾街日報》

　　《競合策略》改變了我們做決策的思維模式！──Andrew S. Grove，Intel傳奇CEO

　　《競合策略》是本了不起的大作！──Tom Peters，管理學大師

　　我正在談一筆大生意，買家要我拿《競合策略》的新書樣本當作一項交換條件。我說：「不行，有的事沒得商量。」──Herb Cohen，美國談判權威大師

　　競合思維，既爭取價值也創造價值，這是企業界不可不讀的一本經典著作。──王伯達，策略投資顧問

　　這本經濟學的經典並不教你拼競爭力，而是拼合作力。看完你會發現讓大家贏，甚至讓你的競爭對手也贏，可能比自己獨贏是更好的策略。──鄭國威，PanSci泛科學總編輯

　　在這個台灣政治、經濟、社會都亟需轉型的關鍵時刻，很高興看到《競合策略》重新出版。這本書對台灣各界領袖思考如何破局，會有很大幫助。──林之晨，暢銷書《創業》作者、AppWorks之初創投合夥人

　　自從網路出現以來，企業間的競爭不再是水平或垂直的競爭，而是生態系統之間的競爭。要瞭解生態系統的競爭，必須從《競合策略》的價值網分析開始，傳統的價值鏈和波特的五力分析已不再適用。本書是競爭策略學者必讀之書。──湯明哲，台灣大學國際企業學系教授
 
作者介紹
作者簡介

亞當．布蘭登伯格　Adam M. Brandenburger

　　紐約大學史騰商學院講座教授、劍橋大學經濟學博士，過去任教於哈佛大學商學院並取得終身教職。曾與富達投資銀行、IBM、默克藥廠等企業組織合作，將研究成果應用於實務。

貝利．奈勒波夫　Barry J. Nalebuff

　　耶魯大學管理學院講座教授、牛津大學經濟學博士，同時在美國運通、奇異公司、花旗銀行、麥肯錫顧問公司、Google、力拓集團等多家跨國公司擔任顧問。曾運用賽局理論協助美國聯邦通訊委員會設計「個人通訊頻譜拍賣」，並為 NBA球團與球員間的薪資談判提供顧問諮詢。

　　歡迎造訪他們的網站：mayet.som.yale.edu/coopetition

譯者簡介

黃婉華

　　台大外文系畢，仰賴電腦維生。

馮勃翰

　　台大經濟系副教授、美國羅徹斯特大學經濟學博士，曾任教於美國西北大學凱洛管理學院與香港城市大學商學院。擅長運用賽局理論解析人與人、廠商與廠商之間的互動，研究成果發表於 Quarterly Journal of Economics等學術期刊。譯有《經濟大師不死》與《先讓英雄救貓咪》。
 
目錄
推薦序：解局、破局／林之晨
作者序：創造你能爭取到的價值

第1篇：商業賽局
1. 戰爭與和平
2. 競合
3. 賽局理論

第2篇：如何改變賽局
4. 參與者
5. 附加價值
6. 規則
7. 認知
8. 範疇
9. 做好迎接變化的準備

Transcript

SPEAKER_01 0:39

Ho Leylon C Silen Henwai Kum Baitamon. Sisoi Dol Henway Lango di Beto Chung Yu Taw Kho Chi Cho Yi Ti Silan Chung Hoi Bondo Yanhu Fat May to my so mate chat gogdo see. Come he king hop tat lemina. K Leylon gay choke go taking the hoke cho gogle. Cho gokleon, Yahoodanzi, to guong tie, so tango, tai to quan king. Yo lungo tauto, tell fana pra pen laio. Kodu lungo yang joy, gon pun yang, tai jo siu. Yo ya pong yang joi lingo phong yang joi. Come yang jo fong, the bakun sub de yenkei. Yo son phong the yangjler, the go pun m di yan ke. Com ching phonziha gik go, the son phon yang jai him bo banfa se sin yuk then ton ka tong zihala, ton, go fan, two yang white, do fong heading w shit my lingo di jo daigo. Com cob yang jo. Tongan, two sinza, do zi to hog swinta. Dai kikiguo fanyi mma chihoga chong fong. Gum the lady gom and jo, the gun getju guai sinza, tong zong, mateon tai ketjuga sinta. Banai yigo le got, kethoi got chong foc chun hang. Joiho, to yaho, thohang got kao hoge, hop choki qua. Y ma chong foon hang taigao go kautonga, boibuna, cheng fatter, ho gin lap jugo, bait yige, son yam hap cho gai chyba. Le go like sat hai yin suang y wan hung. Choi go leonner, bus son y fan secla, tiso yaohao, tenway, so fat zin ton gang zang, hagongtai, crypak dino yin fai, si changina, we are sangle, we'll go and tur, fo ge, y son y yi yan zeng, yu by mo chak, to hai tong me la binfa, six sixen guan. Hei, hei che poka jok, lingdok foan su soika. Din dismo tang job, sat tai leng sao ge yang yipha monlo yaohea sau ge yahe lao hang, two seng chin tonge wingoya, gong ja soi ka gong. Kum choi gok le ho yi kwa tany yipolan y tong san yip to yaho lang, wusang yang hang, peongigo a sum monlock we yi hai lingdokong san bo soi hagong. Monglock heng hei, hang dong chifu ja ali pay uhi che uh bia dang dangedu lingo chin tongan hong yiba being number tin. Gum choi go le bong dong so hong yung quakan so git up eye chai, woo sung bake out one chi gai chatler. Gum choi guai fa chatler let mang dobu choi jing co chatler. Die hei sung yi kaka go changin, holdos yha kesd mo banfa toxin case son. Mo ho lang le ango losai. Let thang yukitang, tong ha, mut ye hi bit soy, mut ye hai mok tin, ho yi sin fong he tangdo xi how keng sai chin bin jo chong san woktak fan. Yin su yp say gale my langwo yo he. Yet fong a sengle yet then yu jengling a fong a sub by ye ho yi chong jo so nyang me in. Kungu jai dim gai tam pun deck lung yu le yu chong yu yunyan. King jai wan, gang ye fukta fat my chan bang chong son, bang kao yiko yangilik lona, hold on, yao lango yung wayo ki top kwantai gilik lung. Singo honang, chok, sengung chanban, chin fa way, sengungasan yi mosek, some difu, yao yat tuman dai. So yi king zan, tong hop cho, hai son fusang seng. Bay chi hop jok, hoy jong se chang bang jo die. Bay chi ging zang to ho yi kikfa gang do chun bo dong. Uhing a gong gong gib say dim lenga Lang sao say dim lenga di koyim. Che go chong sang, ton okay yip tai gung chanban Yiga k ya holdokola, hai hoi tiksy, zido, guha, ge co gumsao. Tonitori lap hut ho vi koisindo, this sayango san san chon one, but yes son gib chon. Chong jo gangga yaoha lo ja san gang. Tipo yiga be the whole viz dipose yell of papa. Tik tip or tig was hong in lock. Hoy go jung sang. Come sang a mo sang like a jin bean jok. Com what si yan. Dim guy, so you guide cho mina gonjoy yo. Gazak mo. Kung yin sang sang yip tang and be. Com do yin g like gun, key yip kin may like dinner, to my pengu, key yip, kicking jang yo sai, just all I woo sang ho. High hold I won join hop tat lumina yo gazek lailen chat. Tamdo chong jo gazek to my jung cho gazek lilan bothan. Chong jo gazekle, hai jong hap jok. Chung cho gajle, said ja jong gang jung. Come later hai jolio gazek moyat go dim to bugan sung yip zhong muya go tam yu jet lidi cham yu jele uhu yasiking jna, yasu hap joga, kumakin la hai go son gib king jang ge tong tai chanwa. K yip k chal, hai kei hale go gazek monga jung yang. Gim si san kiloibo cheng fong, to myo sai. Tomala kai cham yuje gogdo, heyangoi, do loygum liu guzi k yip. Sin zi bing fasogong zi ksi pei batin base. Kama jun zingo jong sum, tomai, a tang o jong zam, lung jongun dim dim git hma chai. K yip, sino ho n weng jokum kanginglohoi. Yi tao xi yan, hoi yung go, foo hamiko to h wwang kun sang bong lo. Comi toi uhongam yu jet, a butinal bean yang siao, they wanted so yao gajek a tau zido ja. Come gajek monga long dun fanbi jai gong si a kuha tomai uhing sang. Come soy ping long dun sai king jang jet wubo ja. Come dim fun bean bean go hai wu bo ja bean go hai king jang jet l so yao kuha go to si ya. Soin goha so you dimban put up dimban. Hoy lingdongban, kan yoga gazekle. Come girl like zio gon pay you uh siljet, could you my gaffe yamla. Component son like do my tong. Come you got tong, holding thou go gaffe and made of canga holo. Com gaffe, tong tong, say woo bogan ye get hot on. Defunjinwo you go ha major di gun chanban could join my layer chanova. Say K majo a gafe could jump with joy my B a gaffe. Come k yib, tell you gang jung said. Don't go like on siu vai you major I fong. Com cutum with my wider Come see how come K yip tell you see how the whole young me phone said, her cup yan ku haga call my boon joke heart woo so you colour. Do a hollang wu wai wu bo. Y do a hollong, song king janje. Gum k yip, tonguha, whate k yip go in sang zigana, two yang sang, woo bow to my king jang guan hai. Ly you key yip tongu yun gung zigana cuu whai wu bow, come uh hog manfala, hai hoi ling to guha, kanga yun yi chanangai. Yung to ho yi gin dole, hai uhing sana, tai sen, lolek zi legi yun, ke y tong kian, hei sang the yan choi go changer, come to yang jugg, gengangguanai. Danihai, he taco do goner, could holly bany jum go sic go. Come day, hoi hedi mush title di p die hog gazik mouna, come the hoyu gaido, sung yip choi go g fan while gas and mo bean mo sai, hoi one young hei sung would game work or bow fan. You wap chut gazic mo, a hoi ling dongeta, changed on work of both and sung do guan hai, pin ch ling dong or defajin, hai moji do site. Pay you he tah gazek moun minute, or the hoy jung da ho don'h okay yep, die hog kuhale, the hoksanger, you could a ka hog fight, ho lodo, gao yokmo. Gum gongsi, hai song yun junsa, gun funyan, do hai tahak kuha, yumai, could taigung jo, die hoi kai jok yingwan y zigam, gum gauzik yun my hang jigun chai di hogin sang. Bong di hog taigoong chin tai tizig a fookmo. Ye die hok king jang ze kita, keta di ho soi taigong, chang ho gum, hokyan yao sakeho sa, her tai gong, yao zat yangon, hui jang so hole lo sia, wa jing jang, zengfu taigo di a bouti. Gum ta hoke wu bole zhao ya hollang hei son wu hab jok a gaiao kekao, wa jihadi at so, gum di ahoi plangdo gangdo a guha ko sui. Gum gai monga gazek chongju gung, tohoi lingdo, zengoson y fan chao kwang die, yk two hai, tik ya so cham you take a hob jok, chang si chang a bang jo die. Hab jotiho, moho baying a fan bang mandai, cho chile. Fan bang, tha jung choi gaza ging jung. Dim young fan bang, sina gong, lingdogan hai, ho yi chi go fatin the mina gago gabun yun so yi fuga gate, they sam quai, say ying zi tim fan tao. Yang sing a choiko gabun kit kao k yi bingas some son pengu bunsan he kit cow means or chug de whai. Come ho y fando get a banner, come taging tang j choigo me. Gandanigo, t lega king tang yao sai, legga wai kun, lega tenga kun, ligwan gin yan so. Como the ho yung fuga gajle, hoi hanglo, choi gok lemin, bingo sai. Fuga gazeke pundu bujun, say mu cham you jet dialeg gobi gong hina, kum su lomina yungo gandan gong sak builda. Lega fuga gazek, ta dang yu, leo cham you choiko ligo bang, get eye side. Gam ho, lay mo charm you seeao, go bang, get eye side. Com don k yip liao, was then mo cham you ligo gokes yeller, gum do you sang go seachang go gazek tie sang his mo hind you chai. Gum bu se yip, do you sang go seachang gong hindo ho dai. K fuga gazek, to hodaye. Donkey yip, langa hole choi gobloi me fun dog bang, si no siu, nwai, ke yip, lodo bow chao, tha hai sohan yi boon san gong hi, jet fuga gajek. Gamhoi fajina, ke yips and a fan gighom, dayat sa go gujo, zig fuga gajek. Da yi Kujan go big a fuga gajek, tong quan tai fuga gajek, one byatan. Do zido chogu yang si heging zangjong lo by ma jag kit go but you yuk. Kwai zak, soto buge, zai guan nile, hob ja to my fatlo. Higging zai se wo by yim yet tenga day whai. Jingfu zeng chatle hai wo yang hong son gib chat lokwai wa to my fat jin. He yu de we ho so get fan talai si fat, z jag ho like. Kumbuta ja himo le hai to go kwaan keipke fan ging jeng hangwai. Dasen chokch chun whai chi sian ging jango built, fong foon ging zhang zek zhun yap choi go get yugin. Ying whai chi yu hai ying hunggan kwung sum legla, togo yam ho fongse ying hun tang yangwai. Hei yu yung gongo gina ban pai gajek, to ma son bang sik. Gama yung bow zeng hai tai seng ban chan bangy ho sondo. Kamei yin sa we pay yu editus. Kale yung se gamu ta, kung di blockilla, uhinda hop chola, jedi kla, dang dang dan danger, the jo chul, legye editus, jai chiu, j si sung, gekofungga b. Kame wandongban piking jangle mina, dugi ingan, du chole, digu hi kelai chi. Game gai josang go cho keki bun kitao, the pun dun doga cheng. K yip kanji lo min do ye se janjang ti. Dimgai sonye k yip, hoi chiu yi ga yip, dim gai lockongsi, hoi chi gondo, sangsi, tai go ego, choi gogle, cdong tai. Yamho cham yu jet gayap, what a toi chut, what j kitayan sogin, do gaibin sango choi go gikao, yi cho go fan chao, mo bean mo jai, kei yi wandongang fonfa, chun y up choigok, si atia bo, whatehoi chi hoi the do m cho sense, tes soyga choigok, baisi hin nin, guang jai, golbin cho. Wand mokin jo jong yugo choigo, tai chyo haga ying do chatle, sin yao gei woi, hoi yet go, laujin gok sai, gin la one gudei white, gamsuinna, golbin choigop, doy chang, weng mo zij jun y choikok. Gam dani, ligai, ging yen keip, twa ying go choigo, giao sho ji chil golbinokop, gami jet Yanj guha, gunging san, wubo ja, ging jang zhair, where chan choi, wak ja sa, lega ging jan j. Chong menga yan jun choigo, chamujella, chong jo the bunsan yao leg a chang fong. Tai go kei gefuga jumkei gang son haiao so tak cheng hop getsinga, tsi ho yi gong dai, gunging sang ging jang, so tai songon fong him, bang zh gong dai, kesan chan sang boon, chansen, hap pengha woksui call to my Han Zai Gong Kaple, Hai hoi tai go Kukara jek. Y my Chan Sang Dumna, Tamali Han, Kum Ligo Hagan Sum Tai Go Yen Chi, Ling the Silva Jin Dolila Mazilla, Kjuga Wa Sangadu Jo J Home Lays and Hangwai. The Jinsa Tong Soy but Jen Mok D Jaga Hole Lighty Yan Mo Soil K Mobasan Chin. Tassisa Soy, Soyong Jinsa Gajler, Log Tat Tai Dil. Tyon White Din got a Jin So Hei Yaoim. Gontaky Hoy Soy Jinsa Gongsi Glong doing your jun sa each chair. Craig Hong Zigang Soy Kow to my gong cup. Baby Jinsack Gajek hardy. So and gongsi a walk lay die for har gong. Take a jin set to the yetiungo. Funny soy you nachi inner. Did he tighto you young yes sung face on joy that hoji hold? Takes it moza. Dale hands on little so I get king or hung silva. Some yung hung. Situn chung hai za guanya legla. K Yible hai you guha to guan y lai. Buan to tangwan. Le yatuyao, cho su fong on, hai will gulai silvai jai hoi yigata silfai. Majele, lehoi zago, woyun cartle, lo jik dim sola, comling do how bunan, hoi chunsa, ma y dog, han y dog. Com dong si shang soi cao, but the gong cup, the soul and goi bina, yun sin whai chigo, penhang, the po Io. Coming siale, the hoi si white, chan yip day white chong san fan pursi kei. K yip lechyo whai chi buns ging zang yaoyung gin la g lengsin gaj ku kwaimoj san chan lid you woo seng hola, kumma, zhoi tai sen ku chi san yfuga gajek, hoi puyang kuha guan hai to ma chongsengdola, kuma ganga yuha la jai dim siusum yek yek h lali kung ka to my soika. Pi josang, kuteng changga chan nanga, ten gam siu chan nang. Chan tang muyat yan zan hoivo. Hai myokong daga yangwana, then a yuk hoi fan dim, then hei dim kin do suikao, zhangat, k hollang ho yi sa cowler, my se kwa san jamid cu chakla case two hai sang gungga guan yin so joy. Dani to sub by hayat lim zi gat. Hold the son yi on like the jeng menjo, k y kick cu chak, yang hang dan ja dongha. Some diful wonghao gay sub line ya don'g go siko se. We some fun jung will gong guy boon ho si you go later go yin jong, some weat jun boyan than you don't l channel cymo day. Sing up