Title: Applying TRIZ theory for industry development strategies under dynamic environment – the case of Taiwanese Jing-Ming Commercial District A

Authors: Tzong-Ru Lee, Yu-Wei Hsieh, Agnieszka M. Dadura, Jyun-Wei Wu

Addresses: Marketing Department, National Chung Hsing University, 250, Kuo Kuang Rd., Taichung 402, Taiwan. ' Marketing Department, National Chung Hsing University, 250, Kuo Kuang Rd., Taichung 402, Taiwan. ' Institute of Electronic Commerce, National Chung Hsing University, 250, Kuo Kuang Rd., Taichung 402, Taiwan. ' Marketing Department, National Chung Hsing University, 250, Kuo Kuang Rd., Taichung 402, Taiwan

Abstract: In the situation of recent global economic downturn, businesses have to know how to utilise their advantages and try to use different strategies in order to strengthen competitiveness and ease off the threats of the financial storm. We refer to TRIZ theory to assist Taiwanese Commercial District A (Jing-Ming Commercial District) to develop creative strategies. This study starts with introduction of the problem, literature review of innovation and TRIZ theory, and finally, uses grey relational analysis. From the business point of view, we perform SWOT analysis to understand the stores and their current situation, and then use TRIZ theory to create useful strategies for the commercial district. Also, a questionnaire is designed, to find out the rank of the acceptance of the proposed strategies. We then extend the strategies with higher acceptability rates and suggest solutions to the commercial district.

Keywords: commercial districts; marketing strategies; grey relational analysis; Taiwan; TRIZ; industrial development; innovation.

DOI: 10.1504/IJVCM.2011.041166

International Journal of Value Chain Management, 2011 Vol.5 No.1, pp.25 - 51

Published online: 26 Mar 2015 *

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