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中文論文名稱 市場導向、行銷能力、創新能力 與組織績效之關聯性研究
英文論文名稱 A STUDY ON THE RELATIONSHIPS AMONG MARKET ORIENTATION, MARKETING CAPABILITY, INNOVATION CAPABILITY AND ORGANIZATIONAL PERFORMANCE
校院名稱 淡江大學
系所名稱(中) 管理科學研究所博士班
系所名稱(英) Graduate Institute of Management Science
學年度 99
學期 1
出版年 100
研究生中文姓名 張文榮
研究生英文姓名 Wen-Jung Chang
學號 893560192
學位類別 博士
語文別 中文
口試日期 2011-01-07
論文頁數 122頁
口試委員 指導教授-廖述賢
委員-許勝雄
委員-孫碧娟
委員-費吳琛
委員-黃佑安
委員-陳海鳴
委員-陳水蓮
委員-廖述賢
中文關鍵字 市場導向  行銷能力  創新能力  組織績效  策略管理  大學 
英文關鍵字 Market orientation  Marketing capability  Innovation capability  Organizational performance  Strategic management  University 
學科別分類
中文摘要 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。
儘管市場導向與組織績效的關係已不再侷限於一對一的簡單關係,但缺乏完整架構而低估市場導向調合資源與能力的強度,故有必要進行理論整合及模型修正以降低偏差的推論結果。現今企業除了致力發展獨特能力以提升市場競爭力之外,亦會依市場趨勢要求所屬員工維持並擴充其專業知識。環顧國內,大學推廣教育機構及企業教育訓練為滿足個人知需求的兩大來源。兩者應投注心力在有效整合內部資源以創造差異化的顧客價值。
本研究乃選取358份大學推廣教育機構及連鎖服務業樣本,以結構化方程式(SEM)進行理論模型驗證。結果發現:(1)市場導向能影響創新能力與行銷能力;(2)內部行銷能力有益於外部行銷能力的發展;(3)外部行銷能力對整體組織績效的影響要優於創新能力。相較於內部行銷能力必須藉由管理創新來影響內部績效;外部行銷能力則可以直接影響組織績效。同時本研究亦發現產業特性在衡量模型中是具有調節作用。最後本研究將提出討論與建議供國內知識密集產業管理者參考。
英文摘要 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.
論文目次 目錄 I
表目錄 Ⅵ
圖目錄 Ⅷ
第一章、緒論 1
1.1研究動機與背景 1
1.2研究目的 3
1.3研究流程 4
第二章 文獻探討 5
2.1策略管理的核心精神:策略-能力-績效 5
2.2市場導向:接近市場的第一步 7
2.2.1市場導向定義 7
2.2.2市場導向與組織績效 10
2.2.3小結 11
2.3行銷能力 12
2.3.1行銷的定義 12
2.3.2行銷能力 13
2.3.3行銷能力的衡量 14
2.3.4小結 19
2.4創新能力 20
2.4.1創新的定義 20
2.4.2創新能力 21
2.4.3創新衡量 23
2.4.4小結 25
2.5組織績效 25
2.5.1組織績效的定義 25
2.5.2組織承諾 27
2.5.3小結 28
2.6研究假說 29
2.6.1市場導向、行銷能力與創新能力 29
2.6.2組織能力:行銷能力與創新能力 30
2.6.3行銷能力與組織績效 31
2.6.4創新能力與組織績效 31
2.6.5中介效果 32
2.6.6調節效果 32
2.7研究地圖 33
第三章、新知識密集產業:大學推廣教育 36
3.1知識經濟下的大學轉型 36
3.1.1大學的新角色定位 36
3.1.2大學正規教育與大學推廣教育 36
3.1.3大學推廣教育現況與其面臨的困境 37
3.2大學推廣教育的管理 39
3.2.1學習型組織 39
3.2.2全面品質管理(TQM)與大學推廣教育 41
3.2.3小結 41
第四章、研究方法 43
4.1研究架構 43
4.2操作型定義及衡量方法 44
4.2.1市場導向 44
4.2.2創新能力 45
4.2.3行銷能力 46
4.2.4組織績效 48
4.3研究對象與抽樣設計 50
4.4問卷預試與信效度分析 51
4.4.1前測~語意修飾 51
4.4.2預試 51
4.5資料分析方法 53
4.6共同方法變異 54
4.6.1共同方法變異定義 54
4.6.2共同方法變異預防 54
第五章、資料分析與結果 61
5.1構面特性分析 61
5.2估計方法之選擇 61
5.3測量模式分析 62
5.3.1驗證性因素分析 62
5.3.2信度分析 65
5.3.3效度分析 67
5.4衡量變項間之關係分析 68
5.5理論模型分析 68
5.5.1理論模型評估 69
5.5.2研究假設檢定 72
5.5.3中介效果檢定 74
5.5.4競爭模式分析 75
5.5.5產業特性之調節效果 75
5.6共同方法變異 77
第六章、結論與建議 78
6.1結論與討論 78
6.1.1市場導向、行銷能力與組織績效 79
6.1.2市場導向、創新能力與組織績效 80
6.1.3行銷能力、創新能力與組織績效 80
6.1.4市場導向、行銷能力、創新能力與組織績效 81
6.2研究貢獻 81
6.3研究限制與未來研究方向 82
6.3.1研究限制 82
6.3.2未來研究方向 82
參考文獻 86
中文文獻 86
英文文獻 89
附錄:正式問卷 115
一、大學推廣教育 115
二、服務業 119

表目錄
表2-1 顧客導向與市場導向之比較.............................................................................7
表2-2 兩種「市場導向」量表比較表.........................................................................9
表2-2 兩種「市場導向」量表比較表(續).................................................................10
表2-3 「市場導向-組織績效」相關研究結果一覽表..............................................11
表2-4 行銷能力相關研究及其特性一覽表...............................................................15
表2-5 國外服務業相關「內部行銷」研究之構面彙整表.......................................18
表2-6 國內服務業相關「內部行銷」研究之構面彙整表.......................................19
表2-7 各學者創新定義彙整一覽表...........................................................................21
表2-8 創新能力之定義...............................................................................................22
表2-9 創新的分類彙整表...........................................................................................24
表2-10 組織績效衡量之構面.....................................................................................26
表2-11 市場導向應用之產業.....................................................................................34
表3-1 「大學正規教育」與「大學推廣教育」的差異比較表...............................37
表4-1 人口變項之分布情形.......................................................................................50
表4-2 問卷徵詢專家一覽表.......................................................................................51
表4-3 問卷預試發放對象與份數...............................................................................52
表4-4 問卷預試題數分配與信度分析.......................................................................53
表4-5 共同方法變異的處理方法...............................................................................56
表4-6 本研究採用之共同方法變異處理方法...........................................................59
表5-1 觀察變項之平均數、標準差、偏態與峰度...................................................62
表5-2 正式問卷題數及研究構面修正.......................................................................62
表5-3 CFA 判斷標準一覽表.......................................................................................63
表5-4 各變項之驗證性因素分析結果表...................................................................64
表5-5 正式問卷之信度分析結果表...........................................................................65
表5-6 建構信度...........................................................................................................66
表5-7 收斂效度分析結果表.......................................................................................66
表5-8 區別效度...........................................................................................................67
表5-9 構面相關矩陣...................................................................................................68
表5-10 整體理論模式的衡量模式分析.....................................................................71
表5-11 變數路徑表.....................................................................................................72
表5-12 中介效果分析表-Sobel 檢測..........................................................................74
表5-13 構面路徑分析表.............................................................................................74
表5-14 競爭模式比較表.............................................................................................75
表5-15 Chi-Square 差異檢測表.................................................................................76
表5-16 不同產業特性的參數估計值檢定表.............................................................76
表6-1 假設驗證結果彙整表.......................................................................................78
圖目錄
圖 1-1 研究流程圖.........................................................................................................4
圖2-1 策略管理核心架構.............................................................................................5
圖2-2 策略管理下的學習型組織.................................................................................6
圖2-3 服務行銷管理模型...........................................................................................17
圖2-4 研究地圖...........................................................................................................35
圖3-1 「環境-策略-文化(ESC)」的架構...................................................................41
圖4-1 觀念性架構圖...................................................................................................43
圖4-2 研究架構圖.......................................................................................................44
圖5-1 結構模式圖.......................................................................................................69

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