管理者在資源有限下，如何整合內部資源來提升組織效能，並透過競合策略，使營運表現更勝過往，殊為重要。本個案採取教學個案撰寫方式，包含個案本文與教師手冊兩部份。本論文主旨陳述在協助組織乃至企業領導人在營運上，了解領導者該如何有效利用組織的資源，並在複雜的商業環境中，如何透過競合策略以及組織變革來達到效益最大化，並透過資源基礎以及行銷管理分析組織的優劣勢條件，做為組織在訂定營運策略上的方向與依據，俾使組織在變革上能達到成效，進而達成營運目標。

Under limited resources, it is important that how managers integrate internal resources to improve organizational efficiency and through the co-opetition strategy to make operating performance more competitive than ever. This study is case method teaching and includes two part: casebook and teacher’s manual. The purpose of this paper has several aspects, to begin with is to assist the organization members and even business leaders to understand how to use organizational internal resources effectively and maximize the benefit through the co-opetition strategy and organizational reform in complex business environment. Furthermore, through Resource-Based View(BRV) and marketing management to analyze organizational advantages and disadvantages, and regard them as the direction and fundamental of the organization's competitive strategy. Finally, through the above mentioned to achieve effectiveness of organizational reform and achieve operational objectives.

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