與客戶共創產品價值已是近年來產品如何發展的方向，也是企業思考產品價值所在的因素。客戶與企業的關係也從以產品為主，轉移到客戶及用戶體驗為中心，要如何在與客戶的互動中探索到正確需求並轉化為產品投入市場，成為企業在客戶關係管理與共創產品價值上的基本功夫。在全球化及資訊科技發展迅速的時代，企業如何在市場中佔有一席之地，需要有敏捷及多元的組織能力，才能同時兼顧現有市場及未來發展。

本個案描述的是一位創業家抓住90年末Internet熱潮興起、台灣ISP/IDC風潮大起的時機，招集夥伴創業，堅持自有技術開發及品牌產品行銷的發展歷程。在15年的公司發展過程中，遭遇網路泡沫、財務危機，金融海嘯、產品線開始及終止的矛盾、客戶需求與產品發展的衝突…等內外在環境因素影響著，但個案公司仍不畏艱難，本著當初創業的初衷，堅持以創造台灣品牌開拓國際市場。期望在台灣國際競爭力逐漸消失的時代裡，鼓勵台灣年輕一代的青年能懷抱理想並勇於實踐。

本個案採用哈佛個案研究的方式進行，可藉由個案公司有核心研發能力，可轉化需求為解決方案及產品來滿足客戶及市場需求。運用客戶關係管理，在接觸的過程中與客戶建立信任關係，探索市場需求。以左右開弓的策略，在現有市場及未來發展間取得平衡，求得穩定發展。與客戶互動共創出新需求，進而發展出市場認同的產品，達到價值共創的結果，來了解到研發資源與客戶關係間的平衡配置。

Make joint effect with clients to create product value has become development approach. Relation between customers and enterprises based on products has transformed to customers’ experiencing oriented. How to explore actual demand through interaction with customers then emerge products into market is being basic capability of customer relation management and product value co-creation. At time of globalization and rapid growth in information and technology, how enterprise to take place in market needs sharp and pluralistic organized skill, and at the same time to maintain market and future development.

This case describing an entrepreneur seized the chance at time of 90s when upsurge of internet and ISP/IDC, recruited partner and insisted self-production technique with progress of brand product line marketing. During 15 years of company growth, went through internet bubble, financial crisis, banking tsunami, contradiction caused from starting a product line to an end, conflict among customer demand and new product development, either internal or external environmental trend causes…etc, company in case study carried on and uphold original intention to open up global industry by Taiwan OBM. Expecting even Taiwan is in the presence of fall of global competitivity, new generations are encouraged to put their ideals into practice.

This case adopts Harvard case study method, can transform needs to solution set up and product to meet standard requirement by customers and industries by firms with research and development core basis. By applying customer relation management, build up trustworthy through interaction with customers, seek the market demand. In ambidexterity strategy, seeking balance between current market and possible future expansion in purpose of steady growth progress. Join hands with customers to come out new ideas, and then create a product to achieve co-creation. This is to learn allocation of developing resources and customer relation.

一、中文參考文獻
劉文良(2013)，《客戶關係管理：新時代的決勝關鍵(第三版)》。碁峰出版社，台北市。
C.K. 普哈拉、凡卡．雷馬斯瓦米, 譯者：顧淑馨,《消費者王朝：與顧客共創價值》。天下雜誌，台北市。

二、英文參考文獻
Raphel, Murray(1995), “The art of direct marketing: Upgrading prospects to advocates”, Direct Marketing, Vol. 58, Iss. 2
Swift, Ronald S.,"Accelerating Customer Relationship: Using CRM and Relationship Technologies,"Publisher: Prentice- Hall, (2001).
Raisch, S., & Birkinshaw, J., 2008. Organizational Ambidexterity: Antecedents, Outcomes, and Moderators. Journal of Management, 34(3): 375-409.
Tushman, M. L., and C. A. O’Reilly III(1996), “Ambidextrous organizations: managing evolutionary and revolutionary change,” California Management Review, 38(4), Summer 1996, 8-30.
March, J. G. 1991. Exploration and exploitation in organizational learning. Organization Science, 2 (1): 71-87.
Takeuchi, H. & Nonaka, I. (2004). Hitotsubashi on knowledge management. Singapore: John Wiley & Sons (Asia).
Menguc, B., and Auh, S., 2008. The asymmetric role of market orientation on the ambidexterity firm performance relationship for prospectors and defenders, Industrial Marketing Management, 37(4), 455-470.
CK Prahalad and Venkat Ramaswamy, “Co-creation of value—towards an expanded paradigm of value creation”.

三、 網站部分
Money 財經知識庫(http://www.moneydj.com/KMDJ/Wiki/WikiViewer.aspx?KeyID=a925cbbf-2512-4a34-b77d-bff521a3a1b7#ixzz3wAPBmlEi）
工商時報報導 (https://tw.news.yahoo.com/%E5%A8%81%E7%9D%BF%E8%BB%9F%E5%AF%A6%E5%8A%9B-%E8%AE%93%E5%8F%B0%E7%81%A3%E7%AB%99%E4%B8%8A%E5%9C%8B%E9%9A%9B-215005202--finance.html?noredirect=1)。
Cisco System Inc.(
http://www.cisco.com/c/en/us/products/collateral/ios-nx-os-software/ios-netflow/prod_white_paper0900aecd80406232.html )
維基百科 (http://zh.wikipedia.org/wiki/)。
MBA 智庫百科 (http://wiki.mbalib.com/wiki/)。