日益嚴重的環境保護問題迫使國際環保法規從嚴制定，也喚醒了消費者的環保意識，進而影響了企業的全球競爭模式。「綠色管理」被視為能為企業帶來永續經營發展的新顯學，開啟了企業綠化的時代。本研究旨在探討公司綠色策略對公司競爭優勢的影響，並以企業綠色文化作為干擾變數。在綠化趨勢下，公司會運用什麼用的綠色策略？而這些策略又會為公司帶來何種競爭優勢？企業綠色文化在綠色策略與競爭優勢間扮演的角色為何？研究發現，公司資源的豐富性與產業特性會影響其綠色策略執行的完整性，而在不同的綠色策略底下則會衍伸出不同的競爭優勢。綠色企業文化的強度則與公司成立時間成正相關，綠色企業文化顯著之公司有能力徹底執行綠色策略，並藉此加強其競爭優勢；綠色企業文化不顯著之企業則須仰賴高階領導加強傳遞綠色理念，來提升策略執行效率與競爭優勢。

The mounting environmental problems cause the strict international environmental regulations, arouse the customers’ environmental awareness, and changing the patterns of business competition around the world. Green management, which is highly connected to sustainable development, is bringing to light and the curtain of corporate greening lifts. This study aims to probe the relationship between green strategy and competitive advantage- what strategies enterprises take under the green trend and what competitive advantages are achieved. The role green corporate culture plays is also discussed. The findings show that the practice of green strategy which differs from firm’s resources and industrial characters generates different competitive advantages. The strength of green corporate culture is positively related to companies’ “age”. Firms with strong green corporate culture can efficiently execute the green strategy and bring out strong competitive advantages. Otherwise, TMT should make efforts on conveying green vision to drive the practice of green strategy and secure competitive advantages.

Acknowledgement i
摘要 ii
Abstract iii
List of Figures vi
List of Tables vii
Chapter 1 Introduction 1
1.1. Research Background 1
1.2. Research Motivation and Objectives 2
1.3. Research Procedure 4
Chapter 2 Literature Review 6
2.1. Corporate Greening and Green Management 6
2.2. Competitive Advantage 7
2.2.1. RBV Approach toward Building Competitive Advantages 7
2.2.2. Definition of Competitive Advantage 9
2.3. Green Strategies 10
2.3.1. Definition of Strategy 10
2.3.2. Definition of Green Strategy 11
2.3.3. Green Strategy and Competitive Advantage 14
2.4. Green Corporate Culture 14
2.4.1. Definition of Corporate Culture 14
2.4.2. Definition of Green Corporate Culture 15
2.4.3. Green Corporate Culture as Moderator 17
Chapter 3 Research Methods 19
3.1. Research Framework 19
3.2. Qualitative and Quantitative Research 20
3.2.1. Qualitative Approach 21
3.2.2. Quantitative Approach 21
3.3. Data and Samples 21
3.3.1. Case Company Profiles 21
3.3.2. The Questionnaire 26
Chapter 4 Analysis and Findings 27
4.1. Qualitative Analysis 27
4.1.1. Green Strategy Taken by Case Companies 27
4.1.2. Green Strategy Summary 31
4.1.3. Corporate Green Culture of Case Companies 35
4.1.4. Green Corporate Culture Summary 38
4.1.5. Competitive Advantage of Case Companies 43
4.1.6. Competitive Advantage Summary 46
4.2. Quantitative Analysis 50
4.2.1. Reliability Statistics 50
4.2.2. Descriptive statistics 51
4.2.3. Correlation Table 52
4.2.4. ANOVA Analysis 54
Chapter 5 Conclusion 56
5.1. Summary and Discussion 56
5.2. Managerial Practice 59
5.3. Further Research Suggestion 60
References 61
Appendix 1. The Questionnaire 65
Appendix 2. Interview Verbatim Manuscript 68

Ahuja, G., & Hart, S. L. (1996). Does it pay to be green? An empirical examination of the relationship between emission reduction and firm performance. Business Strategy & the Environment, 5(1), 30-37.
Aragón-Correa, J. A., & Sharma, S. (2003). A contingent resource-based view of proactive corporate environmental strategy. Academy of Management Review, 28(1), 71-88.
Argenti, P. A. (1998). Strategic employee communications. Human Resource Management, 37(3-4), 199-206.
Azzone, G., & Noci, G. (1998). Seeing ecology and “green” innovations as a source of change. Journal of Organizational Change Management, 11(2), 94 -111.
Barney, J. B. (1986a). Organizational culture: Can it be a source of sustained competitive advantage? Academy of Management Review, 11(3), 656-665.
Barney, J. B. (1986b). Strategic factor marekts: Expectations, luck, and business strategy. Management Science, 32(10), 1231-1241.
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99.
Bourgeois III, L. J. (1980). Strategy and environment: A conceptual integration. Academy of Management Review, 5(1), 25-39.
Chen, C. Y. (2010a). The organization change of corporate greening and set up green corporate culture. Master, National Sun Yat-sen University, Kaohsiung City.
Chen, Y. S. (2007). The positive effect of green intellectual capital on competitive advantages of firms. Journal of Business Ethics, 77(3), 271-286.
Chen, Y. S. (2010b). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319.
Chinander, K. R. (2001). Aligning accountability and awareness for environmental performance in operations Production and Operations Management, 10(3), 276-291.
Clark, K. B., & Fujimoto, T. (1991). Product development performance : strategy, organization, and management in the world auto industry. Boston, Mass.: Harvard Business School Press.
Collis, D. J., & Montgomery, C. A. (1995). Competing on resource strategy in the 1990s. Harvard Business Review, 73(July-August), 118-128.
Duncan, W. J. (1989). Organizational culture: 'Getting a fix' on an elusive concept. Academy of Management Executive 3(3), 229-236.
Egri, C. P., & Herman, S. (2000). Leadership in the north American environmental sector: Values, leadership styles, and contexts of environmental leaders and their organizations. Academy of Management Journal, 43(4), 571-604.
Fahy, J. (2002). A resource-based analysis of sustainable competitive advantage in a global environment. International Business Review, 11(1), 57-77.
Fernández, E., Junquera, B., & Ordiz, M. (2003). Organizational culture and human resources in the environmental issue: A review of the literature. International Journal of Human Resource Management, 14(4), 634-656.
Florida, R., & Davison, D. (2001). Gaining from green management: Environmental management systems inside and outside the factory California Management Review, 43(3), 64-84.
Garvin, D. (1988). Managing quality. New York: Free Press.
Gladwin, T. N., Kennelly, J. J., & Krause, T.-S. (1995). Shifting paradigms for sustainable development: Implications for management theory and research. Academy of Management Review, 20(4), 874-907.
Grant, R. M. (1991). The resource-based theory of competitive advantage: Implications for strategy formulation. California Management Review, 33(3), 114-135.
Handfield, R. B., Melnyk, S. A., Calantone, R. J., & Curkovic, S. (2001). Integrating environmental concerns into the design process: The gap between theory and practice. Engineering Management, IEEE Transactions on, 48(2), 189-208.
Hanna, M. D., Newman, W. R., & Johnson, P. (2000). Linking operational and environmental improvement through employee involvement. International Journal of Operations & Production Management, 20(2), 148-165.
Hart, S. L., & Milstein, M. B. (2003). Creating sustainable value. Academy of Management Executive 17(2), 56-69.
Henderson, R. M., & Clark, K. B. (1990). Architectural innovation: The reconfiguration of existing product technologies and the failure of established firms. Administrative Science Quarterly, 35, 9-30.
Hofer, C. W. (1975). Toward a contingency theory of business strategy. Academy of Management Journal, 18(4), 784-810.
Hoskisson, R. E., Hitt, M. A., Wan, W. P., & Yiu, D. (1999). Theory and research in strategic management: Swings of a pendulum. Journal of Management, 25(3), 417-456.
Kao, M. R., & Huang, Y. C. (2000). The empirical study on the determinants of green management in businesses. Chiao Ta Management Review, 20(2), 113-148.
Klassen, R. D., & McLaughlin, C. P. (1993). TQM and environmental excellence in manufacturing. Industrial Management and Data Systems, 93, 14-22.
Lawrence, P. R., & Lorsch, J. W. (1967). Organization and environment; managing differentiation and integration. Boston: Division of Research, Graduate School of Business Administration, Harvard University.
Lin, C. Y. (2011). Strategy,leadership and human resource management practice of business greening. Master, National Sun Yat-sen University, Kaohsiung City.
Lin, C. Y., & Ho, Y.H. (2011). Determinants of green practice adoption for logistics companies in China. Journal of Business Ethics, 98(1), 67-83.
Maak, T., & Pless, N. (2009). Business leaders as citizens of the world. Advancing humanism on a global scale. Journal of Business Ethics, 88(3), 537-550.
Penrose, E. T. (1959). The theory of the growth of the firm. New York,: Wiley.
Pirson, M., & Lawrence, P. (2010). Humanism in business- Towards a paradigm shift? Journal of Business Ethics, 93(4), 553-565.
Polonsky, M. J., Rosenberger III, P. J., & Ottman, J. (1998). Developing green products: Learning from stakeholders. Asia Pacific Journal of Marketing and Logistics, 10(1), 22-43.
Porter, M. E. (1985). Competitive advantage : creating and sustaining superior performance. New York: Free Press.
Porter, M. E. (1991). America's green strategy. Scientific American, 264(4).
Porter, M. E. (1996). What is strategy? Harvard Business Review, 74(6), 61-78.
Porter, M. E., & van der Linde, C. (1995a). Green and competitive: Ending the stalemate. Harvard Business Review, 73(5), 120-134.
Porter, M. E., & van der Linde, C. (1995b). Toward a new conception of the environment- Competitiveness relationship. Journal of Economic Perspectives, 9(4), 97-118.
Rondinelli, D. A., & Berry, M. A. (2000). Environmental citizenship in multinational corporations: Social responsibility and sustainable development. European Management Journal, 18(1), 70-84.
Rosen, C. M. (2001). Environmental strategy and competitive advantage: An introduction. California Management Review, 43(3), 8-15.
Russo, M. V., & Fouts, P. A. (1997). A resource-based perspective on corporate environmental performance and profitability. Academy of Management Journal, 40(3), 534-559.
Sandelands, G. (1994). 3M find brass in muck. Management Decision, 32(5), 63-64.
Schein, E. H. (1990). Organizational culture. American Psychologist, 45(2), 109-119.
Schmidheiny, S. (1992). Changing course: A global business perspective on development and the environment. Cambridge, Mass.: MIT Press.
Sharma, S. (2000). Managerial interpretations and organizational context as predictors of corporate choice of environmental strategy. Academy of Management Journal, 43(4), 681-697.
Taylor, S. R. (1992). Green management: The next competitive weapon. Futures, 24(7), 669-680.
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509-533.
Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5(2), 171-180.
Wong, P. T. P. (2002). Lessons from the Enron debacle: Corporate culture matters! Retrieved from http://www.drpaulwong.com/index.php?option=com_content&view=article&id=75:lessons-from-the-enron-debacle-corporate-culture-matters&catid=42:cl&Itemid=59