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+++【第115 期, 2016年03月號】新上架!!+++擁抱社群時代運用社群媒體來打造品牌，目前已成為勢不可擋的潮流。眼看著臉書、YouTube等社群媒體，成為每個人必備的社交工具，商家們都絞盡腦汁、甚至投入巨資，希望經由這些社群媒體告訴消費者，它們的產品或服務有多好。但成功的案例不多，究竟什麼地方出了差錯？要解答這個問題，必須從了解群眾文化是如何形成的開始。以多芬這個老式、平凡的個人護理品牌為例，過去，它的行銷多跟著媒體設定的美容趨勢起舞。但到了2000年，它抓住了一股重要的群眾文化，那就是大家開始反彈「女性纖細才是美」的荒謬標準，女性主義者對此大加撻伐，形成了一股新興的群眾文化，多芬藉此提出「真美無界限」概念，頌揚所有女性，不論年輕年老、高矮胖瘦，都各有美感。這種與傳統品牌大異其趣的做法，讓多芬在品牌營造上有突破性的發展。企業必須離開自己的平台，走向群眾文化，才能掌握這股社群媒體的力量（見〈社群媒體玩品牌〉）。企業要持續維持成長而不中落，是一件很不容易的事，包括松下、時代華納、飛利浦、索尼等大企業，都曾遭遇營收與獲利成長突然暴跌，或是一度很高的股東報酬率大幅跌落等狀況。那麼，能持續成長的企業究竟具有那些特色呢？能在組織中持續「創辦人心態」，是其一。因為這種大膽、創新、勇於負責的心態，是組織不斷茁壯的活水。其二，這些企業的各層級都以服務顧客為最重要的事，並且提升前線員工的地位。全世界最大的居家修繕零售商家得寶，正是因為一度失去創業之初對顧客的關注，導致成長中落，後來又因重燃對顧客的熱情，再度啟動成長。當發現企業有成長中落的跡象時，可從檢討這些面向，作為重新出發的起點（見〈重燃成長火花〉）。過去二十年來，經理人最常用兩種方式來迎戰破壞式創新：一種是併購擁有新技術的新進業者；一種是設立獨立的研發單位。以上都是為了在破壞式創新成為主流時，可以很快地採用新科技。但設立這種獨立的單位，已不足以解決當前企業所面臨的破壞式創新難題。因為目前破壞式創新的顛覆程度之大，迫使企業必須打破、重新整合各功能別，從頭改變產品的設計，才能應付。本期雜誌說明，如何培養緊密聯繫的團隊，具備跨越所有技術世代的廣泛能力與經驗，以發展整合性組織模式（見〈當心「供給面」破壞〉）。============================《哈佛商業評論》英文版創立於 1922年,由美國哈佛商學院出版公司發行。八十餘年來曾經孕育出許多先進的管理觀念,對全球的管理實務產生了深遠的影響。許多著名學者和專家常常先在《哈佛商業評論》上發表原創性的文章,等待迴響,然後改寫成書,如杜拉克、波特、韓第、蓋瑞‧哈默爾、大前研一的著作。遠見‧天下文化事業群身負讓台灣與世界一流管理水準接軌的使命,於2006年9月1日啟動《哈佛商業評論》全球繁體中文版,不僅提升整個華人企業的管理理念、改進實務運作、增加實際績效,更要讓它成為台灣社會前進的動力。《哈佛商業評論》app特色：※ 內含哈佛商業評論與特刊，一次擁有※ 下載後離線閱讀，好方便※ 左右滑動或點擊功能鍵輕鬆翻頁體驗※ 雙點擊畫面或雙指觸控放大拖曳閱讀※ 自動儲存閱讀進度※ 連結「臉書」分享心情※ 不定期優惠折扣+++【哈佛商業評論 訂閱多期與單本購買】方案說明 +++1) 本 app 免費下載，並提供試閱雜誌，供您實際體驗。2) 試閱後可依自己的需求，選擇訂閱期數。確認購買後，將從您的Google Play個人帳戶扣費。3) 您也可以選擇單購期刊。4) 隱私條款，請見 http://www.hbrtaiwan.com/declaration_policy.htmlAndroid 版與 iOS 版的「哈佛商業評論」是各自獨立的 app，會員帳號無法互通。

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