近年來蘋果公司的破壞式創新掀起創新的熱潮，各家企業爭相投入「創新」，無論是在技術上，亦或是產品及流程的創新，希冀能因此獲得更多的利益，但在企業資源有限的情況下，創新策略就變得格外重要。研究指出企業家的人格特質對於企業的行為活動有相當程度的影響，而進入市場的次序也同樣影響創新策略。好的創新策略能使企業以較少的資源得到較多的獲利，甚至因而成為市場的領導者。
本研究以蘋果公司和三星電子為案例，試圖探討兩家企業的領導者，在人格特質、市場進入次序，和東、西方文化的差異下，其各自於創新策略的做法。本研究以文獻研究、個案探討和專家分類的方式，交叉比對後從個案中發現：（1）領導者的人格特質確實會影響創新策略，自信心較強的領導者常以較激進式的創新來獲得優勢;（2）後進者能以創新策略超越先進者，成為市場領導者；（3）東方企業的領導者較重視家族傳承，而西方企業的領導者則較重視個人能力。

In the recent years, Apple's disruptive innovation has lead to a fever of innovation. Companies are scrambling to put "innovation" in technology, product or process innovations, hoping to gain more benefits. However, with limited resources, innovation strategy becomes even more important. Research showed that the personality traits of the entrepreneur have a big impact on enterprise activities, and market entry order will also affect innovation strategies. Good innovation strategy enables companies to get the benefit with the least resources, and even make them become the market leader.
This study is a case study based on Apple and Samsung Electronics. Comparing the leaders of these two companies with the personality traits, market entry order, and the cultural differences between East and West, we try to discover the differences of their respective innovation policies in practice. Using literature review and experts’ classification, the cross reference found that: (1) the personality traits of leaders do effect innovation strategy, strong self-confidence leaders often tend to do disruptive innovation to gain advantages; (2) later-entrants can use innovation strategies to surpass pioneers to become market leaders; (3) the leaders of Eastern enterprises pay more attention to family heritage, while the leaders of Western enterprises pay more attention to personal capacity.

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