台灣以成績至上的教育環境使得許多青年在學期間無法摸索期興趣、志向與專長，造成大部分的畢業生仍不知道未來的道路為何，而同樣也身為對未來迷茫的台灣青年–徐永錚來說，大學畢業後不想從事科系相關工作的他，卻致
力在幾近飽和的烘培市場中走出一條不平凡的創業之路。

本研究以磚麥為主體，探討其創辦人徐永錚先生的創業之路。創辦人徐永 錚在大學畢業後由於不想從事科系相關的工作，對於未來的迷惘使得他開始培 養不同興趣與專長，希望發展不同面向的自己以找出未來志業，這當中接觸烘 培業的他，意外發現市場區隔–北歐酸種麵包，決定把握這個創業的機會，而 磚麥就此誕生。創業的過程中經歷了種種難關，從一開始客群的瞄準為利基市 場，到後來希望將北歐食觀發揚光大至大眾市場; 從販售商品到販售體驗; 從線 上販售到線下推廣，這些一步一步建構起來的商業模式，使得徐永錚的堅持與 毅力有了甜美的果實，而磚麥的名氣及業績也漸漸茁壯，並師法百年老店精神 的目標邁進。

本個案透過哈佛個案的研究方法，藉由個案故事可用於探討，分析創業家精神、商業模式、資源基礎理論、制定理論及組織靈巧性等理論議題。

關鍵詞:北歐酸種麵包、北歐食觀、創業家精神、商業模式、資源基礎理論、制定理論、組織靈巧性

Taiwan’s exam-oriented educational environment makes it impossible for many young people to explore their interest, aspirations and expertise during their studies. As a result, most graduates still don’t know what their future path will be. A young Taiwanese, Hsu Yung-Cheng were also confused about the future. After graduating from university, he didn't want to engage in department-related work. Then even the bakery market is matured and saturated in Taiwan, he started his own business. Finally he found an extraordinary entrepreneurial path in it.

This case study takes GROVBRØDHUSET as the backbone to explore the entrepreneurial road of its founder, Mr. Hsu Yung-Cheng. Hsu Yung-Cheng did not want to have a department-related job after graduating from the university. He was confused about the future. Then he began to cultivate different interests and talents. He hoped to develop different skills to help his future career. Among them, he found an interest in the baking industry and accidentally discovered the market segment- Scandinavian style sourdough bread. He decided to seize this entrepreneurial opportunity. Then, GROVBRØDHUSET was born.

In the process of starting the business, there are various difficulties. From the beginning, the business focused on a niche market, and then Mr. Hsu wanted to promote the Scandinavian cuisine culture to the mass market. Also, the way it runs from selling goods to selling experience, and then from online to offline. These business models constructed step by step. Hsu Yung-Cheng's finally succeeded. GROVBRØDHUSET’s reputation and performance have gradually grown, and continue to move towards the goal of a century-old store.

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二、 中文參考文獻
1. 陳靖雯 (2014)，從資源基礎理論探討社會企業之經營策略-以愛樂活為例. 碩士, 國立臺灣科技大學.

2. 吳思華 (2000)，策略九說 (三版)，台北:臉譜文化出版 8。