English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 63184/95884 (66%)
造访人次 : 4552163      在线人数 : 290
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜寻范围 查询小技巧:
  • 您可在西文检索词汇前后加上"双引号",以获取较精准的检索结果
  • 若欲以作者姓名搜寻,建议至进阶搜寻限定作者字段,可获得较完整数据
  • 进阶搜寻

    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/54084

    题名: 市場導向、行銷能力、創新能力與組織績效之關聯性研究
    其它题名: A study on the relationships among market orientation, marketing capability, innovation capability and organizational performance
    作者: 張文榮;Chang, Wen-Jung
    贡献者: 淡江大學管理科學研究所博士班
    廖述賢;Liao, Shu-Hsien
    关键词: 市場導向;行銷能力;創新能力;組織績效;策略管理;大學;Market Orientation;Marketing capability;Innovation capability;Organizational Performance;Strategic Management;University
    日期: 2011
    上传时间: 2011-06-16 21:58:55 (UTC+8)
    摘要: 自1990年起,市場導向一直是管理者注目的焦點。許多實證結果亦支持市場導向與創新能力有助於提升組織整體競爭力,但卻鮮少對行銷能力做進一步探討。一個高度市場導向的組織在面對來自市場環境的激烈時,較低度市場導向的組織在後續機制回應及爾後競爭績效來的快速而有效。
    Since 1990s, market orientation (MO) has become the spotlight from the executives of enterprises. Many empirical evidences also show that both MO and innovation capability can benefit the improvement of organizational competitiveness, but lack of further analysis on marketing capability. An organization with higher MO while it encounters with severe competition can outpace those with less MO in responsiveness and performance.
    As the relationship between MO and organizational performance among marketing literature is not restricted to simple and one-to-one mapping, and under-estimates the effects to compromise resources and capabilities due to lack of comprehensive architecture, it is necessary to establish integrated theory and model modification to minimize the inference biases. In modern knowledge-based society, not only enterprises devote themselves to develop their unique capabilities to increase organizational competitiveness, but also encourage employees to maintain and expand their professional knowledge by demands and trends. In Taiwan, universities of continuing education and corporate training have become two major channels providing appropriate courses to meet the knowledge needs for individuals. Thus, these two channels must pay more emphasis on the effective integration of internal resources to create differential values for customers.
    In this study, we propose research hypotheses and verify them based on the samples from 358 respondents from universities/colleges and the services by using structural equation model (SEM). Our empirical findings indicate that (1) MO can affect marketing capability and innovation capability; (2) internal marketing capability can benefit external marketing capability; and (3) the external marketing capability rather than innovation capability is holding the key to organizational performance. Our study also shows that external marketing capability can directly influence organizational performance while internal marketing capability only affects internal performance(i.e., organizational commitment) by means of administrative innovation. Moreover, a moderation effect by industrial characteristic is found in our measurement model. Finally, our study concludes some discussions and suggestions for the executives of knowledge-intensive industry.
    显示于类别:[管理科學學系暨研究所] 學位論文


    档案 大小格式浏览次数



    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回馈