近年來，隨著寬頻網路技術之蓬勃發展，消費者開始習慣透過網路傳送圖像或多媒體影片檔案，此趨勢也帶動市場對於如數位攝影機，網路攝影機等光學裝置的需求。為了滿足市場的需要，筆記型電腦品牌大廠如惠普(HP)、戴爾(DELL)、東芝(TOSHIBA)、以及宏碁(ACER)等公司，開始要求其代工製造商(ODMs)，將攝影機模組整合內嵌到筆記型電腦中。因此，筆記型電腦內建攝影機模組的滲透率也隨之快速增加。雖然筆記型電腦內建攝影機模組已蔚然成為趨勢，然大多數筆記型電腦代工製造商因缺乏光學領域的知識，故無法訂定規格；因此，內建攝影機模組廠商往往需要提供相關光學裝置的基礎知識給筆記型電腦代工廠商，並且針對產品設計提供改善方式或吸取先進的技術，以提供可讓代工製造廠商滿足客戶(筆記型電腦品牌供應商)需求的規格與建議。故而，從各個面向去思考何種攝影機規格可以同時滿足代工製造廠(ODMs)以及終端使用者的需求，是攝影機模組供應商所面臨到最重要的問題。但因為一般的終端使用者通常不熟悉筆記型電腦內建攝影機模組的規格，所以攝影機模組廠商通常會根據其經驗與直覺判斷去定義攝影機產品規格。由於傳統的市場研究方法並不適合解決此類問題，而內建攝影機模組廠商憑其經驗或直覺定義模組亦可能造成問題。緣於以上的因素，若有一個適當的研究方法可用來解決規格定義的問題，將會對筆記型電腦內建攝影機模組廠商產生助益。因此，本研究主要針對解決以上所述內建攝影機模組規格訂定問題，導入混合式多準則決策(Hybrid Multiple Criteria Decision Making)為基礎之企業對企業先驅使用者法(Business to Business Lead User Method)。此混合式多準則決策研究法包含了決策實驗室分析法(DEMATEL Method)、分析網路程序法(ANP Method)、以及VIKOR Method。本研究首先以企業對企業先驅使用者法列出內建攝影機模組的評估準則；隨之以決策實驗室分析法，去建構整個決策問題的結構；之後再以分析網路程序法去獲取各個評估準則的權重；最終以VIKOR Method排序各種選擇方案的先後順序，並得出最佳的妥協解。本研究並以真實筆記型電腦內建攝影機模組設計專案實證可行。經驗證的混合式多準則決策為基礎之企業對企業先驅使用者法可被應用於攝影機產品規格制定，解決過去傳統市場研究方法所無法解決的問題。

As the bandwidth of Internet booms in recent years, consumers are accustomed to transmit image and video multimedia files through the network. Therefore, demands for optical devices including the digital video camera, web camera, and IP camera, increased rapidly in the past decade. In order to fulfill such demands, the notebook (NB) brand vendors, such as HP, Dell, Toshiba, Acer, and so on, have started to request their original design manufacturers (ODMs) to integrate the camera modules into NBs. Accordingly, the diffusion rate of NBs with the built-in camera module increased rapidly. Although the NBs equipped with a built-in camera module is a mega trend and becomes the basic feature in the NB market, most NB ODMs which survey built-in camera modules from specific vendors, do not realize exactly what features they really need due to insufficient domain knowledge. Consequently, the built-in camera module vendors are required to offer NB ODMs fundamental knowledge about the optical devices as well as proposed solutions which can fulfill the needs of ODM customers (i.e., the NB brand vendors) by either improving the designs or by adopting better technologies. What features can fulfill ODM customers’ wants as well as end-users’ needs from all aspects are always the most significant problem for the built-in camera module vendors. Built-in camera module vendors usually define the specifications based on their intuition since end-users of NBs usually are not familiar with the specification of modules. Traditional market research approaches cannot be leveraged. However, the module vendors usually define built-in camera modules based on their intuitions, which could be misleading. For above reasons, an appropriate research method for camera module vendors to resolve the specification definition problem can be very useful. Therefore, this research aims to resolve the above mentioned camera module feature definition problems by introducing a hybrid Multiple Criteria Decision Making (MCDM) based business to business (B to B) Lead User Method (LUM) consisting of the Decision Making Trial and Evaluation Laboratory Method (DEMATEL Method), the Analytic Network Process Method (ANP Method), and the VlseKriterijumska Optimizacija I Kompromisno Resenje Method (VIKOR Method). The evaluation criteria for a built-in camera module are first summarized by using the B to B LUM. After that, the DEMATEL method is introduced for deriving the structure of the decision problem. Furthermore, the ANP method is brought in to derive weights versus each criterion. Finally, the VIKOR method is launched to rank the alternatives and obtain the compromise solution. An empirical case based on a real-world NB built-in camera module design project is leveraged to demonstrate the feasibility of the proposed hybrid MCDM based B to B LUM. This verified hybrid MCDM based B to B LUM can be applied on specification definitions of products which improves what the traditional market research approaches cannot be leveraged.

Abernathy, W. J. and Clark, K. B. (1993). Innovation: Mapping the Winds of Creative Destruction. Research Policy, 22(2), 3－23.
Afuah, A. (2003). Innovation Management: Strategies, Implementation and Profits. Oxford University Press, New York.
Asselt, V. (2000). Perspectives on Uncertainty and Risk. The PRIMA Approach to Decision Support. Dordrecht: Kluwer Academic Publishers.
Bigas, M., Cabruja, E., Forest, J. and Salvi, J. (2006). Review of CMOS Image Sensors. Microelectronics Journal, 37(5), 433－451.
Blythe, J. and Zimmerman, A. (2005). Business-to-business Marketing Management: A Global Perspective. Thomsonr, London, UK.
Brodie, M. (2000). The B2B E-commerce Revolution: Convergence, Chaos, and Holistic Computing. In S., Brinkkemper, E., Lindencrona, & A., Solvberg (Eds.). Information System Engineering: State of the Art and Research Themes. Springer, London, UK.
Brown, S. and Eisenhardt, K. M. (1995). Product Development: Past Research, Present Findings and Future Directions. The Academy of Management Review, 20(2), 343－363.
Buckley, J. J. (1985). Fuzzy Hierarchical Analysis, Fuzzy Sets System, 17(1), 233－247.
Cabral, R. (1998). Refining the Cabral-Dahab Science Park Management Paradigm. International Journal of Technology Management, 16(8), 813－818.
Cabral, R. (2003). Development, Science and, Heilbron, J. The Oxford Companion to The History of Modern Science. New York: Oxford University Press, 205－207.
Chandy, R. and Tellis, G. (1998). Organizing for Radical Product Innovation: The Overlooked Role of Willingness to Cannibalize. Journal of Marketing Research, 35(4), 474－487.
Chandy, R. and Tellis, G. (2000). The Incumbent’s Curse? Incumbency, Size, and Radical Product Innovation. Journal of Marketing, 64 (3), 1－17.
Chen, K. M. and Liu, R. J. (2005). Interface Strategies in Modular Product Innovation. Technovation, 25(7), 771－782.
Chiu, Y. J., Chen, H. C., Tzeng, G. H. and Shyu, J. Z. (2006). Marketing Strategy Based on Customer Behavior for the LCD-TV. International Journal of Management and Decision Making, 7(2/3), 143－165.
Christensen, C. (2009). Key Concepts－Disruptive Innovation. USA: Clayton Christensen. Retrieved January 06, 2010, from
http://www.claytonchristensen.com/disruptive_innovation.html
Cohen, M. W. and Levinthal, A. D. (1990). Absorptive Capacity: A New Perspective on Learning and Innovation. Administrative Science Quarterly, 35(1), 128－152.
Cooper, R. G., Edgett, S. J. and Kleinschmidt, E. J. (2001). Portfolio Management for New Products. (2th ed.). MA: Perseus Books.
Cormican, K. and O’Sullivan, D. (2004). Auditing Best Practice for Effective Product Innovation Management. Technovation, 24(10), 819－829.
Dalkey, N. and Helmer, O. (1963). An Experimental Application of the Delphi Method to the Use of Experts. Management Science, 9(3), 458－467.
Damanpour, F. and Gopaiakrishnan, S. (2001). The Dynamics of the Adoption of Product and Process Innovations in Organizations. Journal of Management Studies, 38(1), 45－65.
D'Aveni, R. A. (1994). Hypercompetition: Managing the Dynamics of Strategic Maneuvering. New York: The Free Press.
Day, G. S. (1994). The Capabilities of Market-Driven Organizations. Journal of Marketing, 58(4), 37－52.
Dedrick, J. and Kraemer, K. L. (2005). The Impacts of IT on Firm and Industry Stucture: The Personal Computer Industry. California Management Review, 47(3), 125－133.
Diederiks, E. and Hoonhout, H. C. M. (2007). Radical Innovation and End-User Involvement: The Ambilight Case. Journal of Knowledge, Technology & Policy, 20(1), 31－38.
Dodgson, M., Gann, D. and Salter, A. (2008). The Management of Technological Innovation. New York: Oxford University Press.
Dougherty, D. (1999). Organizing for Innovation. In S. R. Clegg, C. Hardy and W. R. Nord (Eds.), Managing Organizations (174－189). Thousand Oaks, CA.: Sage.
Drucker, P. F. (1998). The Discipline of Innovation. Harvard Business Review, 76(6), 149－157.
Freeman, C. and Soete, L. (1997). The Economics of Industrial Innovation. Cambridge, MA: MIT Press.
Freimer, M. and Yu, P. L. (1976). Some New Results on Compromise Solutions for Group Decision Problems. Management Science, 22(6), 688－693.
Fulton, W. (1999). A Few Scanning Tips: What is a Digital Image Anyway? Retrieved May 27, 2010, from http://www.scantips.com/basics1b.html
Gabus, A. and Fontela, E. (1972). World Problems an Invitation to Further Thought within the Framework of DEMATEL. Geneva, Switzerland: Battelle Geneva Research Centre.
Garcia, R. and Calantone, R. (2002). A Critical Look at Technological Innovation Typology and Innovativeness Terminology: A Literature Review. Journal of Product Innovation Management, 19(2), 110－132.
Grewal, R., Chakravarty, A. and Saini, A. (2009). Governance Mechanisms in Business-to-Business Electronic Markets. Journal of Marketing, 74(4), 45−62.
Gronhaug, K. and Kaufmann, G. (1988). Innovation: A Cross Disciplinary Perspective. Norwegian University Press, Oslo.
Hardy, L. W. (1978). The Sales Force: Structures and Organization. European Journal of Marketing, 12(6), 381−393.
Hsu, J. (2009). Low-Price Trend Moves to the Forefront: Notebook PC Camera Development in 2009. Taiwan: Market Intelligence and Consulting Institute.
Hsu, J. (2008). Taiwanese Vendors Occupy the Business: The Analysis for NB Camera Industry. Taiwan: Market Intelligence and Consulting Institute. (In Chinese)
Huang, C. Y., Shyu, J. Z. and Tzeng, G. H. (2007). Reconfiguring the Innovation Policy Portfolios for Taiwan's SIP Mall Industry. Technovation, 27(12), 744－765.
Huang, J. J., Tzeng, G. H. and Ong, C. S. (2005). Multidimensional Data in Multidimensional Scaling Using the Analytic Network Process. Pattern Recognition Letters, 26(6), 755－767.
Humpston, G. (2007). Megapixel Madness: Myth or Reality? USA: Tessera, Inc. Retrieved April 8, 2010, from
http://www.advancedimagingpro.com/print/Advanced-Imaging-Magazine/Megapixel-Madness--Myth-or-Reality/1$4411
Hwang, J. and Christensen, C. M. (2008). Disruptive Innovation In Health Care Delivery: A Framework For Business-Model Innovation Coupling Technological Advances with Appropriately Matched Business Models is the Right Prescription for Our Ailing Health System. Health Affairs, 27(5), 1329－1335.
Importek Website (2010). Retrieved June 17, 2010, from http://www.importek.com/
Jammernegg, W. and Kischka, P. (2005). Dynamic Customer-Oriented Improvement of Supply Networks. European Journal of Operational Research, 167(2), 413－426.
Jones, J. and Hunter, D. (1995). Qualitative Research: Consensus Methods for Medical and Health Services Research. British Medical Journal, 311(5), 376－380.
Kline, J. S. and Rosenberg, N. (1986). An Overview of Innovation. In R. Landau and N. Rosenberg (Eds.), The Positive Sun Strategy: Harnessing Technology for Economic Growth, 275－305. Washington DC, National Academic Press.
Kotelnikov, V. (2010). Radical Innovation: The Key Drice of Growth, Profitability, and Competitive Advantage. USA: e-COACH. Retrieved January 06, 2010, from
http://www.1000ventures.com/business_guide/innovation_radical.html
Lambertini, L. (2003). The Monopolist's Optimal R&D Portfolio. Oxford Economic Papers, 55(4), 561－578.
Lambertini, L. (2004). Process and Product R&D by a Multiproduct Monopolist: A Reply to Lin. Oxford Economic Papers, 56(4), 745－749.
Leifer, R., Mcdermott, C. M., O’Connor, G. C., Peters, L. S., Rice, M. and Veryzer, R. W. (2000). Radical Innovation: How Nature Companies Can Outsmart Upstarts. Boston, MA: Harvard Business School Press.
Lilien, G. L., Morrison, P. D., Searls, K., Sonnack, M. and von Hippel, E. (2002). Performance Assessment of the Lead User Idea-Generation Process for New Product Development. Management Science, 48(8), 1042－1059.
Lin, C. J. and Wu, W. W. (2008). A Causal Analytical Method for Group Decision-Making under Fuzzy Environment. Expert Systems with Applications, 34(1), 205－213.
Lin, P. (2004). Process and Product R&D by a Multiproduct Monopolist. Oxford Economic Papers, 56(4), 735－743.
Lin, P. and Saggi, K. (2002). Product differentiation, Process R&D, and the Nature of Market Competition. European Economic Review, 46(1), 201－211.
Liu, M. C. and Chen, S. H. (2003). International R&D Deployment and Locational Advantage: A Case Study of Taiwan. NBER Working Paper No. 10169. Cambridge, MA: National Bureau of Economic Research.
Linstone, H. A. and Turoff, M. (1975). The Delphi Method: Techniques and Applications. London: Addison-Wesley.
Lucking-Reiley, D. and Spulber, D. F. (2001). Business to Business Electronic Commerce. Journal of Economic Perspective, 15(1), 55－68.
Luecke, R. and Katz, R. (2003). Managing Creativity and Innovation. Boston, MA: Harvard Business School Press.
Maine, E. and Garnsey, E. (2006). Commercializing Generic Technology: The Case of Advanced Materials Ventures. Research Policy, 35(3), 375－393.
Meijer, I. S. M., Hekkert, M. P., Faber, J. and Smits, R. E. H. M. (2006). Perceived Uncertainties Regarding Socio-Technological Transformation: Towards a Framework. International Journal of Foresight and Innovation Policy, 2(2), 214－240.
Meil, J. K. and Schuler, A. T. (1990). Markets, Products and Technology in the 21st Century—A Canadian Solid Wood Products Perspective. The Forestry Chronicle, 66(6), 567－571.
Miciak, A. and Desmarais, M. (2001). Benchmarking Service Quality Performance at Business-to-Business and Business-to-Consumer Call Centers. Journal of Business and Industrial Marketing, 16(5), 340－354.
Mu, J., Peng, G. and MacLachlan, D. L. (2009). Effect of Risk Management Strategy on NPD Performance. Technovation, 29(3), 170－180.
OECD (1997). The Oslo Manual: Proposed Guidelines for Collecting and Interpreting Technological Innovation Data. Paris: OECD.
Opricovic, S. and Tzeng, G. H. (2002). Multicriteria Planning of Post-Earthquake Sustainable Reconstruction. Computer-Aided Civil and Infrastructure Engineering, 17(3), 211－220.
Opricovic, S. and Tzeng, G. H. (2004). Compromise Solution by MCDM Methods: A Comparative Analysis of VIKOR and TOPSIS. European Journal of Operational Research, 156(2), 445－455.
Opricovic, S. and Tzeng, G. H. (2007). Extended VIKOR Method in Comparison with Outranking Methods. European Journal of Operational Research, 178(2), 514－529.
Opricovic, S. (1998). Multicriteria Optimization of Civil Engineering Systems. Belgrade: Faculty of Civil Engineering.
Ozer, M. (2007). Reducing the Demand Uncertainties at the Fuzzy-Front-End of Developing New Online Services. Research Policy, 36(9), 1372－1387.
Ozer, M. (2009). The Roles of Product Lead-User and Product Experts in New Product Evaluation. Research Policy, 38(8), 1340－1349.
Reavis, D. (2009). Innovation Definition－The Four Requirements For Innovation. UK: Ezine Articles. Retrieved July 30, 2009, from
http://ezinearticles.com/?Innovation-Definition---The-Four-Requirements-For-Innovation&id=2687046.
Roberts, P. W. (1999). Product Innovation, Product Market Competition and Persistent Profitability in the US Pharmaceutical Industry. Strategic Management Journal, 20(7), 655－670.
Saaty, R. W. (2003). The Analytic Hierarchy Process (AHP) for Decision Making and the Analytic Network Process (ANP) for Decision Making with Dependence and Feedback. Pittsburgh, PA: Creative Decisions Foundation.
Saaty, T. L. (1996). Decision Making with Dependence and Feedback: The Analytic Network Process. Pittsburgh: RWS Publication.
Saaty, T. L. (1999). Fundamentals of the Analytic Network Process. Proceedings of International Symposium on Analytical Hierarchy Process. Kobe, Japan, 48－63.
Saaty, T. L. (2003). Decision Making in Complex Environments－Super Decisions. Retrieved May 14, 2009.
Saaty, T. L. (2004). Fundamentals of the Analytic Network Process－Dependence and Feedback in Decision-Making with a Single Network. Journal of Systems Science and Systems Engineering, 13(2), 71－91.
Saaty, T. L. (2005). Theory and Applications of the Analytic Network Process. Pittsburg, PA: RWS Publications.
Simo, F. (2007). Generating Breakthrough Product: The Lead User Methodology. Tech IT Easy. Retrieved October 23, 2009, from http://www.techiteasy.org/2007/10/14/connecting-technology-to-market-the-lead-user-methodology/
Srinivasan, R., Lilien, G. L. and Rangaswamy, A. (2002). Technological Opportunism and Radical Technology Adoption: An Application to E-Business. Journal of Marketing, 66 (3), 47－60.
Srivastava, R. K., Fahey, L. and Christensen, H. K. (2001). The Resource-Based View and Marketing: The Role of Market-Based Assets in Gaining Competitive Advantage. Journal of Management, 27(6), 777－802.
Tamura, M., Nagata, H. and Akazawa, K. (2002). Extraction and Systems Analysis of Factors that Prevent Safety and Security by Structural Models. Proceedings of the 41st SICE Annual Conference, 3. Osaka, Japan, 1752－1759.
Teece, D. J. (1986). Profiting from Technological Innovation: Implications for Integration, Collaboration, Licensing and Public Policy. Research Policy, 15(6), 285－305.
Tzeng, G. H., Chiang, C. H. and Li, C. W. (2007). Evaluating Intertwined Effects in E-Learning Programs: A Novel Hybrid MCDM Model Based on Factor Analysis and DEMATEL. Expert Systems with Applications, 32(4), 1028－1044.
Tzeng, G. H., Lin, C. W. and Opricovic, S. (2005). Multi-Criteria Analysis of Alternative-Fuel Buses for Public Transportation. Energy Policy, 33(1), 1373－1383.
Tzeng, G. H., Teng, M. H., Chen, J. J. and Opricovic, S. (2002). Multicriteria Selection for a Restaurant Location in Taipei. International Journal of Hospitality Management, 21(2), 171－187.
Urban, G. L. and von Hippel, E. (1988). Lead User Analyses for the Development of New Industrial Products. Management Science, 34(5), 569－582.
Utterback, J. (1994). Mastering the Dynamics of Innovation. Boston: Harvard Business School Press.
von Hippel, E. (1986). Lead Users: A Source of Novel Product Concepts. Management Science, 32(7), 791－805.
von Hippel, E., Thomke, S. and Sonnack, M. (1999). Creating Breakthroughs at 3M. Harvard Business Review, 77(5), 47－57.
Walker, W. E., Harremoes, P., Rotmans, J. and Janssen, P. (2003). Defining Uncertainty: A Conceptual Basis for Uncertainty Management in Model-Based Decision Support. Integrated Assessment Journal, 4(1), 5－17.
Webopedia (2003). Clean Room. Retrieved June 25, 2010, from http://www.webopedia.com/TERM/c/clean_room.html
Wu, W. W. and Lee, Y. T. (2007). Developing Global Managers' Competencies Using the Fuzzy DEMATEL Method. Expert Systems with Applications, 32(2), 499－507.
Yang, E. J. (2010). VGA Dominates NB Built-in Camera Module Market Share in 2010, and HD Would be the Next One. Taiwan: DIGITIMES Daily IT News. (In Chinese)
Yu, P. L. (1973). A Class of Solutions for Group Decision Problems. Management Science, 19(8), 936－946.