本個案撰寫柏金創意整合行銷有限公司(以下簡稱柏金創意)成立至今的心路歷程，李炫惠(以下簡稱Samy)是柏金創意創辦人，Samy在14歲父母離異後就開始半工半讀曾在禮品店當店員學會包裝，在計程車服務中心當廣播員也在咖啡廳打工過，這些過程讓Samy確立這樣的日子並不是未來她想要過的人生，於是設立目標30歲要自己創業而自己的目標就是創立設計公司，即便是小小的一家公司也無妨，所以畢業後在工作職場上一直往設計與企劃工作層面發展，工作了十八年後在2010年終於創立了屬於自己的設計公司柏金創意。
2010年9月Samy找到了台北市松江路12坪大的辦公室，設立了柏金創意，找了兩位設計師，開始了柏金創意創業的啟程，Samy身為平面設計師卻非常喜歡立體結構並接受新的創意，欣賞美的事物，討厭一成不變的生活，設計的工作對於Samy而言有份莫名的熱衷，工作上會有打從心裡微笑的感覺。
柏金創意服務的範疇由創意設計開始發展到立體陳列設計再加入活動規畫執行，期間公司經歷了前期的業務自立門戶帶走客戶，三年的業績碰到了瓶頸，如何再度出發?又如何把客戶目標放置在外商的品牌客戶上，運用了什麼樣的方式可以讓客戶一直選擇柏金創意合作到現在?在面對強大的社會環境下為何要選擇放棄5000萬營業額的生意?在設計層面上面臨什麼樣的問題讓柏金創意必須要開創新的業務範疇?在新的範疇裡面如何增加案量?這些都是值得探討的問題。
本個案採用哈佛教學個案撰寫，探討創業當中面臨的困難點，每個抉擇下的結果是什麼?此個案創辦人的人格特質?求新求變的優缺點?穩定客戶的要素以及遇到COVID-19的重創如何轉變與重生?

This case study discusses the journey of BIRKIN Creative Integrated Marketing Co., Ltd. (hereinafter referred to as BIRKIN Creative) since its establishment. Samy Li (hereinafter referred to as Samy) is the founder of BIRKIN Creative. Since his parents' divorce at the age of 14, Samy has been working part-time and studying. He learned packaging while working at a gift shop, served as a broadcaster at a taxi service center, and worked at a coffee shop. These experiences made Samy realize that he did not want to live such a life in the future. He set a goal to start his own business at the age of 30, specifically a design company, even if it was a small one. Therefore, after graduation, he continued to develop in the field of design and planning in the workplace. After working for eighteen years, he finally established his own design company, BIRKIN Creative, in 2010.
In September 2010, Samy found a 12-ping office on Songjiang Road in Taipei, set up BIRKIN Creative, and hired two designers to begin the entrepreneurial journey. Although Samy is a graphic designer, he is very interested in object structures and accepts new ideas, appreciates beautiful things, and hates a monotonous life. Design work is a passion for Samy, and he feels a heartfelt smile in his work.
BIRKIN Creative's service scope has developed from creative design to 3D display design, and has added event planning and execution. During this period, the company experienced the early stage of self-reliance, where it brought its clients along. After three years, its performance encountered a bottleneck. How to restart and put the client's goals on foreign brand customers? What kind of method can be used to make clients choose BIRKIN Creative to cooperate until now? In the face of a strong social environment, why choose to give up a business with a turnover of 50 million? What kind of problems did BIRKIN Creative face in terms of design, and why did it have to create new business areas? How to increase the number of cases in the new area? These are issues worth exploring.
This case study adopts the Harvard teaching case writing method to explore the difficulties faced in entrepreneurship, the results of each choice, the founder's personality traits, the advantages and disadvantages of seeking innovation and change, the elements of stable customers, and how to transform and rejuvenate when facing the heavy impact of COVID-19?

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https://www.cw.com.tw/article/5050023
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二、英文文獻
1. Drucker, P. F. (1985). Innovation and Entrepreneurship: Practice and Principles, London:Heinemann.
2. Kirzner, I. M. (1973). Competition and Entrepreneurship. Chicago:University of Chicago Press.
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三、網站資源
1. 台北數位集團網站 ( 2023年3月27日 ) 。台北數位廣告股份有限公司。取自https://taipeiads.com/imc.php
2. 柏金創意整合行銷有限公司作品網站 ( 2023年3月17日 ) 。柏金創意整合行銷有限公司。取自https://www.birkin.com.tw/about.html
3. 經濟統計數據分析統計 ( 2023年2月28日 ) 。經濟部統計處。取自
https://dmz26.moea.gov.tw/GA/visualize/VisDashboard.aspx?d=30
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https://dmz26.moea.gov.tw/GA/common/Common.aspx?code=F&no=7
5. 數位行銷實戰家網站 ( 2023年3月27日 ) 。關鍵數位行銷股份有限公司。取自https://blog.dcplus.com.tw/market/ofc170912