面對不確定、快速變動且競爭的環境，新創公司如何識別市場機會，並且建立獨特之核心競爭力，不斷突破成長。本個案以伊勒伯科技（股）公司（以下簡稱伊勒伯）為個案分析對象，公司之業務項目為開發與營運疾病檢測定點照護檢驗（Point of Care Testing, POCT, 以下簡稱POCT）與IoMT（醫療物聯網）平台。
本個案係描述個案創辦人以獨特之人格特質與創業家精神轉化為後續推動創業之動能，對於後續推動企業營運管理與形塑企業文化，具有關鍵性的影響。個案以核心價值主張建構之創新商業模式，對內凝聚員工共同價值觀，為顧客創造最大價值；對外吸引具有同樣價值理念的合作夥伴在此聚合，建立具競爭力之商業模式，以永續營運獲利為目標。並以「For Anyone & Anywhere」為企業文化核心內涵，為顧客創造價值最大化，另一方面以「以小博大，以弱勝強」經營哲學－為管理準則，隨時保持動態調整，專注而更有效率。透過「軟硬兼容雙主軸」之交相運用，形塑整體由內而外，深層而堅固之企業文化，並透過有效之管理準則，發展公司獨特之競爭能力。使企業即使在面臨不斷的危機與挑戰下，終能以其獨特管理思維與策略推動能力，化危機為轉機，為企業建構持續性的核心競爭能力，得以永續經營；長期能夠實現企業設立之願景-造福更多的人之目標。
本研究採用哈佛個案教學方式撰寫，探討新創企業在創業過程中受限於資源下匱乏下，如何突破瓶頸，並站穩市場，在市場上大放異彩，本研究可用於討論服務主導邏輯、創業家精神與領導特質、企業文化形塑、商業模式等議題。尤其以生技類創業者，可作為參考與借鏡。

The ability to navigate business uncertainty is essential to startups. This study is designated to conduct a case study of a startup, namely Winnoz Technology, which focuses on Point of Care Testing (POCT) and Internet of Medical Things (IoMT) platform.
The object of this study is to analyze how strategic entrepreneurship triggered startups to survive and thrive by their core value and leverage strategies. Internally, consolidate the core value and business culture to employees, and externally, gather and attract partners with the same value to maximize customer value to make it more sustainable. The business philosophy of Winnoz is to create customer value by “For Anyone & Anywhere”, and on the other hand leverage against competitors to grow aggressively. By flexibly applying the above two strategies, the core value and competitive advantages had strongly shaped. In the long term, they wish to achieve the business vision as becoming the family health steward for every customer.
This case study provides in-depth insights into how startups get through their difficulties and grow their revenue from the limited available resources. As a result, we conclude the strategies can be successfully applied for entrepreneurship, business culture shaping, service logic dominant, and business models.

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