個案公司是成立於1988年的自有電腦品牌-ARG，全球僱用超過6,000人遍佈100多個國家。ARG秉持設計出簡單可靠的產品，包含桌上型電腦、筆記型電腦，伺服器、平板、智慧手機、顯示器和周邊商品，2017年的最新排名，其是全球排名第六的個人電腦公司。隨著科技進步、寬頻化與互聯網多元發展下，自2011年以後，全球PC市場需求逐年遞減。個案公司因看錯市場趨勢、偏重行銷，忽略研發能力，使得新一輪戰場，只能以低價策略攻佔市場，導致財務不佳，甚至虧損。從2012年3月至2013年11月，公司執行長接連異動，造成軍心動搖，甚至海外通路商也紛紛見風轉舵，面對這內憂外患的困境，甫上任的CEO，如何穩定軍心，帶領團隊轉型? 如何創造差異化策略，走出新的路?

本研究是以哈佛個案研究之方式進行，包含個案內容和教學手冊。此個案可用於討論跨國大企業面臨困境時變革管理、破壞式創新、商業模式、企業轉型等管理議題。期待循此個案的學習，能幫助企業主管們在面臨相似問題時，能更從容應對並做出最適當策略。

ARG Inc. is established in 1988 and hire over 6,000 employs in more than 100 countries,offering a complete range of desktops, laptops, server, tablet, smart phone, monitor and peripherals for both consummer and commercial computing needs .The latest ranking is as the world's No. 6 branded PC vendor , designing easy , dependable IT solutions that enhance their lives.

With the rapid development of technology, broadband interent popularization, and the booming IoT, the global PC market demand has been declining year by year after 2011. The company encounters financial extremely loss in the latest competition via wrong strategies, lack of investment of Research & Development, failure of price war. Resulting in high-level managers quitted, unstable Organization and lossing Brand Loyalty from channel partners during the period of Mar. 2012 to Nov. 2013. How to take such series challenges from a new CEO’s point of view? How to stabilize the cross countries Organization? How to turnaround the company to be on the right track? How to find a new way out in differentiation?

The case is conducted in a Harvard case study including analysis content and Teacher’s Manual. After the case studying, it leads to readers to realize Organization Transformation, Disruptive Innovation, Business Model Canvas, Corporate Transformation. Sincerely expecting it can provide different angles and points to those leaders suffering similar issues to make the most appropriate strategies in the future.

一、中文參考文獻
1. 約翰・科特 (John P. Kotter )，譯者：邱如美(1998)，《企業成功轉型8 Steps》，天下文化，台北市。
2. 鄭仁偉上課講義，組織變革，企業成功轉型8 Steps，摘錄自哈佛大學學者Kotter著作，天下文化。
3. 亞歷山大.奧斯瓦爾德(Alexander Osterwalder)，伊夫.比紐赫 (Yves Pigneur )著，譯者:尤傳莉 (2012)，「獲利世代:自己動手，畫出你的商業模式」，早安財經文化，台北市。
4. 克雷頓・克里斯汀生(Clayton M. Christensen)，譯者：吳凱琳 (2000)，《創新的兩難》，商周出版，台北市。
5. 傑佛瑞‧墨爾 (Geoffrey A. Moore)，譯者：陳正平 (2000)，《跨越鴻溝》，商周出版，台北市。

二、英文參考文獻
1. Bibeault, D. (1982). Corporate Turnaround—How Mangers Turn Losers into Winners. McGraw-Hill, New York.
2. FriedLanceder, F. & Brown, L. D. (1974). Organization Development. Annual Review of Psychology, 25, 313–341.
3. Kotter, J. P. (1995). Leading Change: Why Transformation Efforts Fail. Harvard Business Review, 73 (2), 59-67.
4. Johnson, E. J. (2012). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers - By Alexander Osterwalder and Yves Pigneur. Journal of Product Innovation Management, 29(6), 1099-1100.
5. Levy, A., & Merry, U. (1988). Organizational Transformation: Revitalizing Organization for a Competitive World. Jessey-Bass Inc.
6. Robbins, S. P. (2003). Organizational Behavior, 10th, Prentice Hall, Upper Saddle River, NJ.
7. Webber, B. L. (1979). A Formal Approach to Discourse Anaphora. GarLanced, NewYork.
8. Zott, C., Amit, R., & Massa, L (2011). The Business Model: Recent Developments and Future Research. Journal of Management, 37(4),1019-1042

三、網站資源
1. 哈佛商業評論 (http://hbrtaiwan.com)。
2. 維基百科 (http://zh.wikipedia.org/wiki/)。
3. MBA 智庫百科 (http://wiki.mbalib.com/wiki/)。
4. 工業技術研究院 (https://www.itri.org.tw)。
5. 遠見雜誌 (https://www.gvm.com.tw/)。
6. 公開資訊觀測站 (http://mops.twse.com.tw/mops/web/index)。
7. 天下雜誌 (http://www.cw.com.tw)。
8. 讀墨 (https://readmoo.com/)。