企業必須不斷創新來維持競爭力，創新也常是整個企業最重要的策略與核心價值，政府也了解服務創新之重要性，以計劃鼓勵服務業在台設置服務研發中心。在過去的服務創新研究中，所探討的層面多以新服務研發流程為主，對於企業該如何組織所謂「服務研發組織」的研究則是較少。本研究認為以組織結構觀點以及跨部門互動觀點，可以得知服務業在發展服務研發組織時應當注意幾項關鍵要素，以利企業發展服務創新。本研究以個案研究法針對發展服務創新優異之企業－萬海航運、中華電信、遠東百貨、中國信託商業銀行等四家個案進行深入研究，因此，本研究發現歸納以下六點： 一、企業發展服務研發組織，組織單位須建立直屬總經理底下。二、為了方便內部資訊流通，服務研發組織內部階層化程度低。三、服務研發組織部門內的工作以專案形式運作。四、服務研發部門主管授權程度高。五、新服務研發流程第一階段趨勢研究，各部門高階主管都要一同參與會議。六、服務研發組織在正式的跨部門互動中，強調包含資訊整合平台；非正式跨部門合作中，強調員工們彼此共享願景。最後，本研究之結論認為服務業會因為市場趨勢之改變，需要彈性高的組織，而導致服務業研發組織之組織方式為多樣態。

Enterprise should keep innovate to maintain its competitiveness, innovation therefore become the most important strategy and core value in the whole business. Besides, government plans to encourage enterprise to set up service R&D center in Taiwan. In the past research, there were many studies mainly examining new service development process. However, how a service business organizes its R&D activities is less studied. From the perspective of organizational structure and cross functional interaction, the study identifies some key factors and characteristics in developing its service R&D organization. Based on four cases of service companies including Wan Hai Lines LTD, Chunghwa Telecom, Far East department store and CTBC Bank, the study indicates: (1) A service R&D department should be established right under the general manager; (2) Keeping the service R&D organization flat and low hierarchy to let the information flow and communication more fluently; (3) The innovation tasks within the organization should be done via projects; (4) The person in charge in service R&D organization has high degree of authorization; (5) In the first phase of FIND trending study, all the executives should join the meeting; (6) Information integration platform should be established in order to facilitate formal cross-functional interaction, whereas visions are usually shared with each other via informal mechanisms.. In conclusion, some managerial implications are provided that service industry requires high elasticity of organization due to the change of market trend and which resulting in diversity of R&D organization in service companies.

中文文獻
呂星金. (2005). 策略構形與組織特性的適配對經營績效之影響--以台灣地區電子產業為例,國立臺北大學企業管理學系博士學位論文,台北.
陳姿伶. (2004). 個案研究法 (Case Study)
編輯部。(民國103年5月)。服務業排名總表。天下雜誌。547期。198-215。
葉雅青. (2005). 組織結構、領導風格、組織策略及創造力機制與創新績效之關聯性研究. 國立成功大學企業管理學系碩士學位論文,.
葉重新. (2001). 教育研究法. 台北: 心理.
廖偉伶. (2003). 知識管理在服務創新之應用. 成功大學工業管理科學系碩士學位論文,未出版,台南.
英文文獻
A. Van de Ven, D. F. (1980). Measuring and Assessing Organizations.
Aaker, D. (2007). Innovation: Brand it or lose it. California Management Review, 50(1), 8.
Abernethy, M. A., & Stoelwinder, J. U. (1995). The role of professional control in the management of complex organizations. Accounting, Organizations and Society, 20(1), 1-17.
Alam, I., & Perry, C. (2002). A customer-oriented new service development process. Journal of services Marketing, 16(6), 515-534.
Alter, C., & Hage, J. (1993). Organizations working together: coordination in interorganizational networks. Newbury Park, CA: Sage. Alvesson, M. & Karreman, D.(2001). Odd couple: making sense of the curious concept of knowledge management. Journal of Management Studies, 38(7), 995-1018.
Appley, D. G., & Winder, A. E. (1977). An evolving definition of collaboration and some implications for the world of work. The Journal of Applied Behavioral Science, 13(3), 279-291.
Atkinson, S., Schaefer, A., & Viney, H. (2000). Organizational structure and effective environmental management. Business Strategy and the Environment, 9(2), 108-120.
Barras, R. (1990). Interactive innovation in financial and business services: the vanguard of the service revolution. Research policy, 19(3), 215-237.
Betz, F. (1987). Managing technology: competing through new ventures, innovation, and corporate research: Prentice Hall.
Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service blueprinting: A practical technique for service innovation. California Management Review, 50(3), 66.
Bolton, J. (1997). Make technology part of superior service. Best's Review / Property-Casualty Insurance Edition, 97(12), 86.
Burns, T. E., & Stalker, G. M. (1961). The management of innovation. University of Illinois at Urbana-Champaign's Academy for Entrepreneurial Leadership Historical Research Reference in Entrepreneurship.
Champion, D. J. (1975). The sociology of organizations: McGraw-Hill Companies.
Chakrabarti, A. K. (1974). The role of champion in product innovation. California Management Review (pre-1986), 17(000002), 58.
Chan, A., Go, F. M., & Pine, R. (1998). Service innovation in Hong Kong: attitudes and practice. Service Industries Journal, 18(2), 112-124.
Child, J. (1973). Strategies of control and organizational behavior. Administrative science quarterly, 1-17.
Cohen, W. M., & Levinthal, D. A. (1990). Absorptive capacity: a new perspective on learning and innovation. Administrative science quarterly, 128-152.
Crabtree, B. F., Miller, W., & Swenson, M. M. (1995). Doing qualitative research. Nursing Research, 44(4), 254.
Creswell, J. W. (2012). Qualitative inquiry and research design: Choosing among five approaches: Sage.
D. Hellriegel, J. W. S., R.W. Woodman. (1992). Organizational Behavior.
Daft, R. (2006). Organization theory and design: Cengage learning.
Daft, R. L. (1978). A dual-core model of organizational innovation. Academy of management journal, 21(2), 193-210.
Daft, R. L., & Weick, K. E. (1984). Toward a model of organizations as interpretation systems. Academy of management review, 9(2), 284-295.
De Bes, F. T., & Kotler, P. (2011). Winning at innovation: the A-to-F model: Palgrave Macmillan.
De Jong, J. P., & Vermeulen, P. A. (2003). Organizing successful new service development: a literature review. Management decision, 41(9), 844-858.
Gallouj, F. (2002). Innovation in services and the attendant old and new myths. The Journal of Socio-Economics, 31(2), 137-154.
Gallouj, F., & Weinstein, O. (1997). Innovation in services. Research policy, 26(4), 537-556.
Gobeli, D. H., & Brown, D. J. (1987). Analyzing product innovations. Research Management, 30(4), 25-31.
Goffin, K., & Mitchell, R. (2005). Innovation management: Strategy and implementation using the pentathlon framework (Vol. 2): Palgrave Macmillan Houndmills, Basingstoke.
Greenberg, J., & Baron, R. A. (1995). Instructor's manual with transparency masters: behavior in organizations understanding and managing the human side of work: Prentice Hall.
Gupta, A. K., Raj, S., & Wilemon, D. (1986). A model for studying R&D. Marketing interface in the product innovation process. The Journal of marketing, 7-17.
Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market orientation and organizational performance: is innovation a missing link? The Journal of marketing, 30-45.
Hoepfl, M. C. (1997). Choosing qualitative research: A primer for technology education researchers.
Howell, J. M., Shea, C. M., & Higgins, C. A. (2005). Champions of product innovations: defining, developing, and validating a measure of champion behavior. Journal of business venturing, 20(5), 641-661.
James, L. R., & Jones, A. P. (1976). Organizational structure: a review of structural dimensions and their conceptual relationships with individual attitudes and behavior. Organizational Behavior and Human Performance, 16(1), 74-113. doi: http://dx.doi.org/10.1016/0030-5073(76)90008-8
Joshi, A. W., & Sharma, S. (2004). Customer knowledge development: antecedents and impact on new product performance. Journal of Marketing, 68(4), 47-59.
Kahn, K. B. (1996). Interdepartmental integration: a definition with implications for product development performance. Journal of product innovation management, 13(2), 137-151.
Khatri, N., & Budhwar, P. S. (2002). A study of strategic HR issues in an Asian context. Personnel Review, 31(2), 166-188.
Knight, K. E. (1967). A descriptive model of the intra-firm innovation process. Journal of Business, 478-496.
Lawrence, P. R., & Lorsch, J. W. (1967). Differentiation and integration in complex organizations. Administrative science quarterly, 1-47.
Leiponen, A. (2005). Organization of knowledge and innovation: the case of Finnish business services. Industry & Innovation, 12(2), 185-203.
Luecke, R., & Katz, R. (2003). Harvard business essentials: managing creativity and innovation: Harvard Business School Press.
Mansury, M. A., & Love, J. H. (2008). Innovation, productivity and growth in US business services: A firm-level analysis. Technovation, 28(1), 52-62.
March, J. G., & Simon, H. A. (1958). Organizations.
Marquis, D. G. (1969). The anatomy of successful innovations. Innovation, 1(7), 28-37.
Menor, L. J., & Roth, A. V. (2007). New service development competence in retail banking: Construct development and measurement validation. Journal of Operations Management, 25(4), 825-846.
Merriam, S. B. (1988). Case study research in education: A qualitative approach: Jossey-Bass.
Miles, I. (2007). Research and development (R&D) beyond manufacturing: the strange case of services R&D. R&D Management, 37(3), 249-268.
Miles, I. (2008). Patterns of innovation in service industries. IBM systems journal, 47(1), 115-128.
Mintzberg, H. (1979). The structuring of organizations: A synthesis of the research. University of Illinois at Urbana-Champaign's Academy for Entrepreneurial Leadership Historical Research Reference in Entrepreneurship.
OECD. OECD Factbook 2014: OECD Publishing.
Olson, E. M., Walker, O. C., & Ruekert, R. W. (1995). Organizing for effective new product development: the moderating role of product innovativeness. The Journal of marketing, 48-62.
Parry, M. E., & Song, X. M. (1993). Determinants of R&D–Marketing Integration in High‐Tech Japanese Firms. Journal of product innovation management, 10(1), 4-22.
Pedersen, P. E., & Aas, T. H. (2012). Open Service Innovation: A Feasibility Study. NHH Center for Service Innovation, Discussion paper, Bergen: Norges handelshøyskole,(for reprint email author at per. pedersen@ nhh. no).
Robbins, S. P. (1990). Organization Theory: Structures, Designs, And Applications, 3/e: Pearson Education India.
Rocha, F. (1999). Inter-firm technological cooperation: effects of absorptive capacity, firm-size and specialization. Economics of Innovation and New Technology, 8(3), 253-271.
Ruekert, R. W., Walker, O. C., & Roering, K. J. (1985). The organization of marketing activities: a contingency theory of structure and performance. The Journal of marketing, 13-25.
Salavou, H., Baltas, G., & Lioukas, S. (2004). Organisational innovation in SMEs: the importance of strategic orientation and competitive structure. European journal of marketing, 38(9/10), 1091-1112.
Schrage, M. (1991). Shared minds: The new technologies of collaboration: Random House Inc.
Schumpeter, J. A. (1934). The theory of economic development: An inquiry into profits, capital, credit, interest, and the business cycle (Vol. 55): Transaction publishers.
Sheth, J. N., & Parvatlyar, A. (1995). Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of marketing Science, 23(4), 255-271.
Snow, C., & Miles, R. (1992). Causes for failure in network organizations. California Management Review, 34(1), 53-57.
Stauss, B., den Hertog, P., van der Aa, W., & de Jong, M. W. (2010). Capabilities for managing service innovation: towards a conceptual framework. Journal of Service Management, 21(4), 490-514.
Sundbo, J. (1996). The balancing of empowerment. A strategic resource based model of organizing innovation activities in service and low-tech firms. Technovation, 16(8), 397-446.
Tata, J., Prasad, S., & Thorn, R. (1999). The influence of organizational structure on the effectiveness of TQM programs. Journal of Managerial Issues, 440-453.
Thompson, G. F. (2003). Between hierarchies and markets: the logic and limits of network organization: Oxford University Press.
Tidd, J., Pavitt, K., & Bessant, J. (2001). Managing innovation (Vol. 3): Wiley Chichester.
Tjosvold, D. (1988). Cooperative and competitive interdependence collaboration between departments to serve customers. Group & Organization Management, 13(3), 274-289.
Tsai, W. (2002). Social structure of “coopetition” within a multiunit organization: Coordination, competition, and intraorganizational knowledge sharing. Organization science, 13(2), 179-190.
Ullrich, R., & Wieland, G. (1980). Organization Theory and Design. Homewood, IL: Richard D. Irwin. UllrichOrganization Theory and Design1980.
Van de Ven, A. H. (1986). Central problems in the management of innovation. Management science, 32(5), 590-607.
Vorhies, D. W., & Morgan, N. A. (2003). A configuration theory assessment of marketing organization fit with business strategy and its relationship with marketing performance. Journal of Marketing, 67(1), 100-115.
Walker, O. C., & Ruekert, R. W. (1987). Marketing's role in the implementation of business strategies: a critical review and conceptual framework. The Journal of marketing, 15-33.
Zahra, S. A., & George, G. (2002). Absorptive capacity: A review, reconceptualization, and extension. Academy of management review, 27(2), 185-203.
Zeffane, R. (1989). Computer use and structural control: A study of Australian enterprises. Journal of Management Studies, 26(6), 621-648.
參考網站
1. 中華徵信所Top5000。http://www.credit.com.tw/CreditOnline/
2. 中華民國公開資訊觀測站。http://newmops.tse.com.tw/
3. 萬海航運公司網站。http://www.wanhai.com.tw/views/Main.xhtml
4. 中華電信公司網站。http://www.cht.com.tw/
5. 中華電信研究院網站。http://www.chttl.com.tw/web/ch/index/index.html
6. 遠東百貨公司網站。http://www.feds.com.tw/
7. 中國信託商業銀行公司網站。https://www.ctbcbank.com/CTCBPortalWeb/appmanager/ebank/rb