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。

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.

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

中文文獻：
王啟倫，2004，國內商業銀行知識管理類型與組織績效關係之實證研究，國立成功大學企業管理系碩士論文。
王翠品，2002，內部行銷作為、工作滿足與離職傾向關係之研究—以H連鎖娛樂事業為例，國立中山大學人力資源管理研究所碩士論文。
尤玲妙，2003，私立大學校院內部行銷作為與顧客導向之關聯性研究－以S大學為例，私立樹德科技大學經營管理研究所碩士論文。
方靜月，2003，台灣銀行業市場導向、環境干擾、銀行創新與經營績效關係之研究，國立台北大學企業管理系博士論文。
司徒達賢，2005，策略管理新論：觀念架構與分析方法。再版，台北：智勝。
呂惠美，2001，私立中等藝術學校行銷策略之研究，國立中山大學高階經營碩士班碩士論文。
李是惠，2002，內部行銷作為影響顧客導向行為之研究—以S公司量販店為例，國立中山大學人力資源管理研究所碩士論文。
林義屏，2001，市場導向、組織學習、組織創新與組織績效間關係之研究—以科學園區資訊電子產業為例，國立中山大學企業管理學系博士論文。 
胡夢鯨，1996，推廣教育的理念與策略-成人教育現代化與專業化。台北：師大書苑。
吳思華，1998，策略九說。台北：臉譜出版社。
吳思華，2001，知識經濟、知識資本與知識管理，台灣產業研究，第四期，頁78-90。
吳思華，2002，從製造臺灣走向知識臺灣--「創意、創新與創業」是知識經濟時代的新力量，創業創新育成，第五期，7-9頁。
吳萬益、譚大純，1999，企業智價理論在組織創新能力上之應用—以知識創造論與組織學習論為觀點之實證研究，1999中華民國科技管理論文集。
邱皓政(2003)，結構方程模式—LISREL的理論、技術與應用。台北市：雙葉。
巫喜瑞，2001，服務業內部行銷向、組織支持、工作滿足與顧客導向間關係之研究—銀行業為例，國立中山大學企業管理學系博士論文。
柯虹如，2003，內部行銷對商業友誼與顧客滿意、顧客忠誠度影響之研究－以汽車修護業與產險業為例，私立朝陽科技大學企業管理系研究所碩士論文。
洪世章，2004，創新，台灣管理學刊，第四卷第一期，1-24頁。
夏光華，2001，大學推廣教育之行銷策略探討，私立大葉大學事業經營研究所碩士論文。
徐作聖、邱奕嘉(合譯)，2000，創新管理(原作者：Afuah, A., 1998)，台北：華泰文化。
張文榮、廖述賢，2007，創新管理技術與應用：1996-2005的十年文獻回顧，創業管理研究，第二卷第四期，143-176頁。
張玉琳，2003，組織創業精神傾向，市場導向以及組織學習類型對組織績效關係之探討，國立政治大學企業管理系博士論文。
張如鈞，2009，市場導向、學習導向、創新性、及組織績效之關聯性研究，私立東海大學企業管理系碩士論文。
張延蓉，2003，內部行銷、工作滿足、組織承諾與顧客導向服務關係之研究—以主題遊樂園為例，國立南華大學旅遊事業管理學研究所碩士論文。
陳正昌、程炳林，1994，SPSS、SAS、BMDP統計軟體在多變量統計上的應用，臺北：五南文化。
陳志強，2006，知識分享、知識吸收能力與創新能力，國立國防管理學院資源管理研究所碩士論文。
陳克誠，2008，探討知識管理對經營績效之影響，國立東華大學企業管理系碩士論文。
陳清榮，2000，製造商選擇配銷商影響因素之研究—外資企業與本國企業之比較，國立暨南大學國際企業學系碩士論文。
黃杏文，1998，內部行銷導向作為與組織承諾關係之研究-以護理人員為例，國立中山大學企業管理研究所碩士論文。
黃佑安，1997，企業創新能力對新產品研發過程影響之研究，國立政治大學企業管理研究所碩士論文。
黃芳銘，2007，結構方程模式—理論與應用。台北：五南文化。
黃芳銘、楊金寶、許福生，2005，在學青少年生活痛苦指標發展之研究，師大學報，第五十卷第二期，97-119頁。
黃俊英，2000，多變量分析，第七版，台北：中國經濟企業研究所出版。
黃義良，2004，國中小學校行銷指標與行銷運作之研究，國立高雄師範大學教育學系博士論文。
黃營杉、齊德彰，2004，服務業內部行銷、企業文化、工作滿足與經營績效間關聯性之研究－以台灣國際觀光旅館為例，管理與系統，第十一卷第四期，485-507頁。
楊宗儒，2007，市場導向、創業導向、產品創新與組織績效間關係，國立東華大學企業管理系博士論文。
廖述賢、張文榮、胡大謙，印製中，大學推廣教育之市場導向與組織績效—內部行銷與組織承諾之中介角色探討，人力資源管理學報。
趙必孝，1997，國際企業子公司的人力資源管理：策略、控制與績效，國立中山大學企業管理研究所博士論文。
傅馨儀，2009，市場導向與企業績效：顧客關係管理技術與客製化之調節效果，國立台北大學企業管理系碩士論文。
彭台光、高月慈、林鉦棽，2006，管理研究中的共同方法變異：問題本質、影響、測試和補救，管理學報，第二十三卷第一期，77-98頁。
蔡啟通，2001，組織因素、組織成員整體創造性與組織創新之關係，管理學報，第十八卷第四期，527-566頁。
郭振生，2003，內部行銷導向、組織承諾、工作滿意與學校效能關係之研究—以台南地區國民小學為例，私立南華大學管理研究所碩士論文。
蕭富峰，1997，內部行銷。台北：天下文化。
賴士葆、王秉鈞、黃佑安，1997，創新能力與新產品研發過程關係之研究，中華民國科技管理研討會論文集，90-99頁。台北：編者。
謝家榮，2006，創業家精神、行銷能力、創新能力與持續性競爭優勢間關係之研究，私立靜宜大學管理在職專班碩士論文。
榮泰生，1997，策略管理學，台北:華泰。
楊子江(譯)，1997，創新求勝(原作者：野中郁次郎)，台北：遠流出版。
英文文獻
Afuah, A. (1998). Innovation management: strategies, implementation, and profits, New York：Oxford University Press.
Agarwal, S., Erramilli, M.K., & Dev, C.S. (2003). Market orientation and performance in service firms: Role of innovation. Journal of Service Marketing, 17(1), 68-82.
Ahire, S.L., Golhar, D.Y., & Waller, M.A. (1996). Development and validation of TQM implementation constructs. Decision Sciences, 27(1), 23-56.
Aldas-Manzano, J., Kuster, I., & Vila, N. (2005). Market orientation and innovation: An inter-relationship analysis. European Journal of Innovation Management, 8(4), 437-452.
Alemna, A.A. (2001). Perception of continuing education for librarianship in Ghana. New Library World, 102(1160), 44-47.
Ali, A.I., & Bhargava, M. (1998). Marketing capability and performance of dairy cooperatives in India. Information and Software Techmology, 36(3), 129-141.  
Anderson, J.C., & Gerbing, D.W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Anderson, J.C., Rungtusanatham, M., & Schroeder, R.G. (1994). A theory of quality management underlying the Deming Management Method. Academy of Management Review, 19(3), 472-509.
Ansoff, I. (1984). Implanting Strategic Management, New Jersey: Prentice Hall International.
Appiah-Adu, K., & Ranchhod, A. (1998). Market orientation and performance in the biotechnology industry: An exploratory empirical analysis. Technology Analysis & Strategic Management, 10(2), 197-210.
Appiah-Adu, K., Fyall, A., & Singh, S. (2001). Marketing effectiveness and business performance in the financial service industry. Journal of Service Marketing, 15(1), 18-34.
Aragón-Correa, J.A., García-Morales, V.J., & Cordón-Pozo, E. (2007). Leadership and organizational learning's role on innovation and performance: Lessons from Spain. Industrial Marketing Management, 36(3), 349-359.
Atuahene-Gima, K. (1996). Market orientation and innovation. Journal of Business Research, 35(2), 93-103.
Azizi, S., Movahed, S.A., & Khah, M.H. (2009). The effect of marketing strategy and marketing capability on business performance, Case study: Iran's medical equipment sector. Journal of Medical Marketing, 9(4), 309-317.
Bagozzi, R.P., & Yi, Y. (1988). On the Evaluation Structural Equation Models. Academic of Marketing Science, 16(1), 74-94.
Baker, W.E., & Sinkula, J.M. (1999a). The synergistic effect of market orientation and learning organization and organizational performance. Journal of the Academy of Marketing Sciences, 27(3), 411-427. 
Baker, W.E., & Sinkula, J.M. (1999b). Learning orientation, market orientation and innovation: Integrating and extending modes of organizational performance. Journal of Market Focused Management, 3(4), 295-308. 
Baker, W.E., & Sinkula, J.M. (2005). Market orientation and the new product paradox. Journal of Product Innovation Management, 22(6), 483-502. 
Bansal, H.S., Mendelson, M.B., & Sharma, B. (2001). The impact of internal marketing activities on external marketing outcomes. Journal of Quality Management, 6(1), 61-76.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120. 
Bayraktar, E., Tatoglu, E., & Zaim, S. (2008). An instrument for measuring the critical factors of TQM in Turkish higher education. Total Quality Management & Business Excellence, 19(6), 551-574.
Bentler, P.M. (1995). EQS Structural equation program manual. Los Angeles CA: BMDP Statistical Software.
Berry, L.L. (1987). Big ideas in services marketing. The Journal of Services Marketing, 1(1), 5-9. 
Berry, L.L., & Parasuraman, A. (1991). Marketing for Service: Competing through Quality, New York, NY: The Free Press.
Betz, F. (1993). Managing Technology Competing Through New Ventures, Innovation, and Corporate Research. NJ : Prentice Hall.
Bhuian, S.N. (1998). An empirical examination of market orientation in Saudi Arabian manufacturing companies. Journal of Business Research, 43(1), 13-25. 
Black, S.E., & Porter, L.J. (1996). Identification of the critical factors of TQM. Decision Sciences, 27(1), 1-21
Booms, B.H., & Bitner, M.J. (1981). Marketing strategies and organization structures for service firms. In Donnelly, J. and George, J.R.(Eds), Marketing of Services (pp.35-72). Chicago: American Marketing Association.
Bouranta, N., Mavridogloum, G., & Kyriazopoulos, P. (2005). The impact of internal marketing to market orientation concept and their effects to bank performance. Operational Research, 5(2), 349-362.
Bowen, F.E., Rostami, M., & Steel, P. (2010). Timing is everything: A meta-analysis of the relationships between organizational performance and innovation. Journal of Business Research, 63(11), 1179-1185.
Brockman, B.K., & Morgan, R.M. (2006). The moderating effect of organizational cohesiveness in knowledge use and new product development. Academy of Marketing Science, 34(3), 295-307.
Brown, M.W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K.A. Bollen & S. Long (Eds.), Testing structural equation models (pp. 136-162). Newbury Park, CA: Sage.
Burns, T., & Stalker, G.M. (1961). The Management of Innovation. London: Tavistock.
Cahill, D.J. (1995). The nanagerial implications of the learning organization: A new tool for internal marketing. Journal of Service Marketing, 9(4), 43-51.
Calantone, R.J., Cavusgil, S.T., & Zhao, Y.S. (2002). Learning orientation, firm innovation capability, and firm performance. Industrial Marketing Management, 31(6), 515-524.
Calantone, R.J., di Benedetto, C.A., & Divine, R. (1993). Organizational, technical and marketing antecedents for successful new product development. R&D Management, 23(4), 337-351.
Camarero, C., & Garrido, M.J. (2007). How alternative marketing strategies impact the performance of Spanish museums. Journal of Management Development, 26(9), 809-831.
Campbell, D.T., & Fiske, D.W. (1959). Convergent and discriminant validation by the multitrait-multimethod matrix. Psychological Bulletin, 56(2), 81-105.
Capon, N., Farley, J.U., & Hoenig, S. (1990). Determinants of financial performance: A meta-analysis. Management Science, 36(10), 1143-1159.
Caruana, A., Pitt, L., & Berthon, P. (1999). Excellence-market orientation link: Some consequences for service firms. Journal of Business Research, 45(1), 5-15. 
Caruana, A., Pitt, L., & Ewing, M. (2003). The market orientation-performance link: the role of service reliability. The Service Industries Journal, 23(4), 25-41. 
Chacke, G.K. (1988). Technology Management-Application to Corporate Marketed and Military Missions, New York: Praeger.
Chandy, R.K., & Tellis, G.J. (2000). The incumbent’s curse? Incumbency, size, and radical product innovation. Journal of Marketing, 64(3), 1-17.
Chang, T.L. (1996). Cultivating global experience curve advantage on technology and marketing capabilities. International Marketing Review, 13(6), 22-42.
Chang, T.Z., & Chen, S.J. (1998). Market orientation, service quality and business profitability: A conceptual model and empirical evidence. The Journal of Services Marketing, 12(4), 246-264.
Chang, T.Z., Mehta, R., Chen, S.J., Polsa, P., & Mazur, J. (1999). The effect of market orientation on effectiveness and efficiency: The case of automotive distribution channels in Finland and Poland. Journal of Services Marketing, 13(4/5), 407-418
Chang, W.J., Liao, S.H., Tay, C., & Wu, C.C. (2008). Mapping TQM-innovation relationship on learning organization: A strategic management perspective. The 2008 International Conference on Industrial Engineering and Engineering Management (Singapore).
Chapman, R., & Hyland, P. (2004). Complexity and learning behaviors in product innovation. Technovation, 24(7), 553-561. 
Chen, C.F. (2006). Job satisfaction, organizational commitment, and flight attendants’ turnover intentions: A note. Journal of Air Transport Management, 12(5), 274-276. 
Choi, B., & Lee, H. (2003). An empirical investigation of KM styles and their effect on corporate performance. Information & Management, 40(5), 403-417.
Clark, J., & Guy, K. (1998). Innovation and competitiveness: An review. Technology Analysis & Strategic Management, 10(3), 363-395.
Cohen, W., & Levinthal, D. (1990). Absorptive capacity: A new perspective on learning and innovation. Administrative Science Quarterly, 35(1), 128-152.
Conduit, J., & Mavondo, F.T. (2001). How critical is internal customer orientation to market orientation? Journal of Business Research, 51(1), 11-24.
Connor, C.M. (1999). Marketing strategy in one school’s success story. Independent School, 58(3), 38-43.  
Conwell, D.W. (1984). The Marketing of Services. London: William Heinemann. 
Cooper, R.G. (1999). From experience: The invisible success factors in product innovation. Journal of Product Management, 16(2), 115-133.
Covin, J.G., Slevin, D.P., & Prescott, J.E. (1990). The effects of technological sophistication on strategic profiles, structure and firm performance. Journal of Management Studies, 27(5), 485-510.
Crampton, S.M., & Wagner, J.A.Ⅲ(1994). Percept-percept inflation in microorganizational research: An investigation of prevalence and effect. Journal of Applied Psychology, 79(1), 67-76.
Crawford, C.M. (1996). New Products Management. Chicago: Irwin.
Daft, R.L. (1978). Dual-core model of organizational innovation. Academy of Management Journal, 21(2), 139-210.
Dalton, G. 1968. Primitive, Archaic and Modern Economies: Essays of Karl Polanyi. Garden City, N.Y.:Doubleday
Damanpour, F. (1991). Organizational innovation: A meta-analysis of effect of determinants and moderators. Academy of Management Journal, 34(3), 555-590.
Damanpour, F., & Evan, W.M. (1984). Organizational innovation and performance: The problem of organizational lag. Administrative Science Quarterly, 29(3), 392-409.
Damanpour, F., Szabat, K.A., & Evan, W.M. (1989). The relationship between types of innovation and organizational performance. Journal of Management Studies, 26(November), 587-601.
Day, G.S. (1994). The capabilities of market-driven organization. Journal of Marketing, 58(4), 37-52.
Delaney, J.T., & Huseid, M.A. (1996). The impact of human resource management practice on perceptions of organizational performance. Academy of Management Journal, 39(4), 949-969.
Delery, J.E., & Doty, D.H. (1996). Modes of theorizing in strategic human resource management: Tests of universalistic, contingency, and configurational performance predictions. Academy of Management Journal, 39(4), 802-835.
Demirbag, M., Koh, C.L., Tatoglu, E., & Zaim, S. (2006). TQM and market orientation's impact on SMEs' performance. Industrial Management and Data Systems, 108(8), 1206-1228.
Deshpande, R., Farley, J.U., & Webster, F.E. (1993). Corporate culture, customer orientation, and innovations in Japanese firms: A quadrad analysis. Journal of Marketing, 57(1), 23-37.
Dess & Robinson (1984). Measuring organizational performance in the absence of objective measures. Strategic Management Journal, 15(3), 265-273.
Dibb, S., Simkin, L., Pride, W.M., & Ferrell, O.C. (2000). Marketing: Concepts and Strategies,(fourth ed), Boston: Houghton-Mifflin.
Ding, L., Velicer, W., & Harlow, L. (1995). Effect of estimation methods, number of indicators per factor and im-proper solutions on structural equation modeling fit indices. Structural Equation Modeling, 2, 119-143 
Doyle, P. and Wong, V. (1998). Marketing and competitive performance: an empirical study. European Journal of Marketing, 32(5), 514-535.
Drew, S. (1997). From knowledge to action: The impact of benchmarking on organizational performance. Long Range Planning, 30(3), 427-441. 
Drucker, P.F. (1954). The practice of management. New York: Harper & Row publishers.
Drucker, P.F. (1974). Management: Tasks, Responsibility, Practices. Big Apple Tuttle-Mori Agency, Inc.
Drucker, P.F. (1986). Innovation and Entrepreneurship: Practice and Principles, NY: Harper Business.
Dutta, S., Narasimhan, O., & Rajiv, S. (1999). Success in high-technology markets: Is marketing capability critical? Marketing Science, 18(4), 547-568.
Dyer, L., & Reeves, T. (1995). HR strategies and firm performance: What do we know and where do we need to go. International Journal of Human Resource Management, 6(3), 656-670
Edosomwan, J.A. (1989). Integrating Innovation and Technology Management, NY: John Wiily & Sons, Inc.
Eiglier, P., & Langeard, E. (1976). Principe de Politique Marketing Pour les Enterprises de Service, working paper of the Institute d’Administration des Enterprises Université d’Aix-Marseille.
Elg, U. (2007). Market orientation processes in retailing: A cross-national study. European Journal of Marketing, 41(6), 568-589. 
Ewing, M.T., & Caruana, A. (1999). An internal marketing approach to public sector management:The marketing and human resources interface. The International Journal of Public Sector management, 12(1), 17-26.
Fahy, J., Hooley, G., Cox, T., Beracs, J., Fonfara, K., & Snoj, B. (2000). The development and impact of marketing capabilities in central Europe. Journal of International Business Studies, 31(1), 63-81.
Farrell, M.A., Oczkowski, E. and Kharabsheh, R. (2008). Market orientation, learning orientation and organizational performance in international joint ventures. Asia Pacific Journal of Marketing and Logistics, 20(3), 289-308.
Flynn, B.B., Schroder, R.G., & Sakakibara, S. (1994). A framework for quality management research and an associated measurement instrument. Journal of Operations Management, 11(4), 339-366.
Foreman, S., & Money, A. (1995). Internal marketing: Concepts, measurement and application. Journal of Marketing Management, 11(8), 755-768.
Gainer, B., & Padanyi, P. (2005). The relationship between market-oriented activities and market-oriented culture: Implications for the development of market orientation in nonprofit service organizations. Journal of Business Research, 58(6), 854-862.
Galbraith, C., & Schendel, D. (1983). An empirical analysis of strategic types. Strategic Management Journal, 4(2), 153-173.
Garcia, R., & 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.
Gardner, B.B., & Levy, S.J. (1955). The product and the brand. Harvard Business Review(March/April), 33-39. 
Gary, L. (1991). Marketing education. Buckingham: Open University Press
George, W.R., & Gronroos, C. (1989) Developing Customer-Conscious Employee at Every Level Internal Marketing, in Handbook of Service Marketing. C.A. Congram and M.L. Friedman, eds. New York: AMACOM.
Gounaris, S.P. (2007). Internal-market orientation and its measurement. Journal of Business Research, 59(4), 432-448.
Gray, B.J., Matear, S., & Matheson, P.K. (2000). Improving the performance of hospitality firms. International Journal of Contemporary Hospitality Management, 12(3), 149-155.
Greene, W.E., Walls, G.D., & Schrest, L.J. (1994). Internal marketing: The key to external marketing success. Journal of Services Marketing, 8(4), 5-13.
Greenley, G.E., Hooley, G.J., & Rudd, J.M. (2005). Market orientation in a multiple stakeholder orientation context: implications for marketing capabilities and assets. Journal of Business Research, 58(11), 1483-1494.
Gronroos, C. (1983), Seven key areas of research according to the Nordic School of Service Marketing, In Berry, L. Shotack, G.L. and Upah, G.D. (Eds), Emerging Perspectives on Services Marketing, American Marketing Association, Chicago, pp. 108-110.
Gronroos, C. (1984). Strategic Management and Marketing in the Service Sector, Boston: Marketing Science Institute.
Gronroos, C. (1985). Internal marketing—theory and practice. in, American Marketing Association’s Service Conference Proceeding, 236-238.
Grunert, K.G., Jeppesen, L.F., Jespersen, K.R., Sonne, A.M., Hansen, K., Trondsen, T., & Young, J.A. (2005). Market orientation of value chains: A conceptual framework based on four case studies from the food industry. European Journal of Marketing, 39(6), 428-455.
Gummesson, E. (1991). Marketing revisited: The crucial role of the part-time marketer. European Journal of Marketing, 25(2), 60-67.
Gumport, P. (2000). Academic Restructuring: Organisational Changeand Institutional Imperatives, in Cloete, N., Fehnel, R., Maasen, P., Moja, T., Perold, H. and Gibbon, T. (eds). Transformation in Higher Education: Global Pressures and Local Realities (Juta,Capetown, South Africa).
Hair, J.F., Anderson, R.E., Tatham, R.L., & Black, W.C. (1998). Multivariate data analysis (5th ed.).Boston, MA: Pearson Education Inc.
Hammond, K.L., Webster, R.L., & Harmon, H.A. (2006). Market orientation, top management emphasis and performance within university schools of business: implications for universities. Journal of Marketing Theory and Practice, 14(1), 69-85.
Han, J.K., Kim, N., & Srivastava, R.K. (1998). Market orientation and organizational performance: is innovation a missing link? Journal of Marketing, 62(4), 30-52.
Harris, L.C., & Ogbonna, E. (2001). Strategic human resource management, market orientation, and organizational performance. Journal of Business Research, 51(2), 157-166.
Harrison N., & Samson D. (2002). Technology Management: Text and International Cases, NY: McGraw Hill/Irwin.
Hartsfield, S., Johansen, D., & Knight, G. (2008). Entrepreneurial orientation, strategy and marketing capabilities in the performance of born global firms. International Business: Research Teaching and Practices, 2(1), 12-38.  
Haugland, S.A., Myrtveit, I., & Nygaard, A. (2007). Market orientation and performance in the service industry: A data envelopment analysis. Journal of Business Research, 60(1), 1191-1197.
Higgins, J.M. (1995). Innovation: The core competence. Planning Review, 23(6), 32-35
Hill, C.W.L., & Jones, G..R. (2004). Strategic Management: An Integrated Approach, (6th eds).Houghton Mifflin Company.
Hogarty, T.F. (1970). The profitability of corporate mergers. Journal of Business, 43(4), 317-327. 
Holt, K. (1983). User-oriented product innovation—Some research findings. Technovation, 3(3), 199-208. 
Homburg, C., & Pflesser, C. (2000). Multiple-layer model of market-oriented organizational culture: Measurement issues and performance outcomes? Journal of Marketing Research, 37(4), 449-462.
Hooley, G.J., Greenley, G.E., Cadogan, J.W., & Fahy, J. (2005). The performance impact of marketing resources. Journal of Business Research, 58(1), 18-27.
Hu, L., & Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance. Structural Equation Modeling, 6(1), 1-55.
Hughes, T.J. (2002). Marketing principles in the application of e-commerce. Qualitative Market Research, 5(4), 252-260.
Hung, H.M. (2007). Influence of the environment on innovation performance of TQM. TQM Management, 18(7), 715-730. 
Hung, Y.Y, Lien, Y.H., Yang, B.Y., Wu, C.M., & Kuo, Y.M. (2010). Impact of TQM and organizational learning on innovation performance in the high-tech industry. International Business Review, doi:10.1016/j.ibusrev.2010.07.001
Hunt, S.D., & Morgan, R.M. (1995). The comparative advantage theory of competition. Journal of Marketing, 59(2), 1-14.
Hunt, S.D., & Morgan, R.M. (1996). The resource-advantage theory of competition: dynamics, path dependencies, and evolutionary dimensions. Journal of Marketing, 60(4), 107-114.
Hurley, R.F., & Hult, G.T.M. (1998). Innovation, market orientation, and organizational learning: an integration and empirical examination. Journal of Marketing, 62(3), 42-54.
Hussain, M., Cholette, S., & Castaldi, R. (2007). Determinants of wine consumption of US consumers: An econometric analysis. International Journal of Wine Business Research, 19(1), 49−62.
Ibeh, I.N., Ibrahim, E., & Panayieds, P.M. (2006). International market success among smaller agri-food companies: Some case study evidence. International Journal of Entrepreneurial Behaviour and Research, 12(2), 85-104.
Javalgi, R.G., Whipple, T.W., & Ghosh, A.K. (2005). Market orientation, strategic flexibility, and performance: Implications for services providers. Journal of Service Marketing, 19(4), 212-221. 
Jaworski, B.J., & Kohli, A.K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57(3), 53-70.
Johnson, E.M., Scheuing, E.E., & Gaida, K.A. (1986). Profitable Service Marketing, Homewood, IL: Dow-Jones Irwin.
Jordan, R., Zidda, P., & Locksin, L. (2007). Behind the Australian wine industry’s success: Does environment matter? International Journal of Wine Business Research, 19(1), 14-32.
Joseph, W.B. (1996). Internal marketing builds service quality. Marketing Review, 16(1), 54-59.
Kandemir, D., Yaprak, A., & Cavusgil, S.T. (2006). Alliance orientation: conceptualization, measurement, and impact on market performance. Journal of the Academy of Marketing Science, 34(3), 324-340.
Kanji, G.K., & Malek, A. (1999). Total quality management in UK higher education institutions. Total Quality Management, 10(1), 129-153.
Kanji, G.K., Malek, A., & Wallace, W. (1999). A comparative study of quality practices in higher education institutions in the US and Malaysia. Total Quality Management, 10(3), 357-371
Kapferer, J.N. (1992). Strategic Brand Management, NY: Free Press. 
Kelley, S.W. (1992). Developing customer orientation among service employees. Journal of the Academy of Marketing Science, 20(1), 27-36.
Keskin, H. (2006). Market orientation, learning orientation, and innovation capabilities in SMEs: An extended model. European Journal of Innovation Management, 9(4), 396-417.
Khan, M.R.R. (2000). Business process reengineering of an air cargo handling process. International Journal of Production Economics, 63(1), 99-108.
Kimberly, J.R., & Evanisko, M.J. (1981). Organizational innovation: The influence of individual, organizational, and contextual factors on hospital adoption of technological and administrative innovations. Academy of Management Journal, 24(4), 689-713.
Kirca, A.H., Jayachandran, S., & Bearden, W.O. (2005). Market orientation: A meta analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24-41. 
Kline, R.B. (1998). Princeples and practice of structural equation modeling. New York: Guilford Press. 
Knight, K.E. (1967). A descriptive model of the intra-firm innovation process. Journal of Business, 40(4), 478-496.
Koellinger, P. (2008). The relationship between technology, innovation, and firm performance—Empirical evidence from e-business in Europe. Research Policy, 37(8), 1317-1328.
Kohli, A.K., & Jaworski, B.J. (1990). Market orientation: the construct, research propositions,and managerial implications. Journal of Marketing, 54(2), 1-18.
Kohli, A.K., Jaworski, B.J., & Kumar, A. (1993). MARKOR: A measure of market orientation. Journal of Marketing Research, 30(4), 467-477.
Kotler, P. (1982). Marketing for nonprofit organizations (2nd ed), Englewood Cliffs, NJ: Prentice-Hall.
Kotler, P., & Fox, K.A. (1995). Strategic marketing for educational institutions, New York: Prentice-Hall.
Kotler, P., & Levy S.J. (1969). Broadening the concept of marketing. Journal of Marketing, 33(1), 10-15.
Kundsen, T., & Madsen, T.K. (2002). Export strategy: A dynamic capabilities perspective. Scandinavian Journal of Management, 18(4), 475-502.
Laforet, S. (2008). Size, strategic, and market orientation affects on innovation. Journal of Business Research, 61(7), 753-764.
Lall, S. (1992). Technological capabilities and industrialization. World Development, 20(2), 165-186.
Lakhal, L., Pasin, F., & Liman, M. (2006). Quality management practices and their impact on performance. International Journal of Quality and Reliability Management, 23(6), 625-646.
Lee, T.S., Leung, C.S., & Zhang, Z.M. (2000). Fashion brand image marketing: Brand image and brand personality. Research Journal of Textile Apparel, 4(2), 60-67.
Lee, T.S., & Tsai, H.J. (2005). The effects of business operation mode on marketing orientation, learning orientation and innovativeness. Industrial Management & Data System, 105(3), 325-348.
Liao, S.H. (2003). Knowledge management technologies and applications-Literature review from 1995 to 2002. Expert Systems with Applications, 25(2), 155-164.
Liao, S.H., Chang, W.J.., Wu, C.C. (2010a). An integrated model for learning organization with strategic view: Benchmarking in the knowledge-intensive industry. Expert System with Applications, 37(5), 3792-3798. 
Liao, S.H., Chang, W.J., & Wu, C.C. (2010b). Exploring TQM-Innovation relationship in continuing education: A system architecture and propositions. Total Quality Management and Business Excellence, 21(11), 1121-1139. 
Liao, S.H., Chang, W.J., Wu, C.C., & Katrichis, J.M. (2010). A survey of market orientation research (1995-2008). Industrial Marketing Management, in press, DOI: 10.1016/j.indmarman.2010.09.003.
Liao, S.H., & Hu, D.C. (2007). Knowledge transfer and competitive advantage on environmental uncertainty: An empirical study of the Taiwan semiconductor industry. Technovation, 27(6/7), 402-411. 
Lings, I.N., & Greenley, G.E. (2005). Measuring internal market orientation. Journal of Service Research, 7(3), 290-305.
Lonial, S.C., Tarim, M., Tatoglu, E., Zaim, S., & Zaim, H. (2008). The impact of market orientation on NSD and financial performance of hospital industry. Industrial Management & Data Systems, 108(6), 794-811.
Lytle, R.S., & Timmerman, J.E. (2006). Service orientation and performance: An organizational perspective. Journal of Services Marketing, 20(2), 136-147.
Maasen, P., & Cloete, N. (2002). Global reform trends in highereducation, in Cloete, N., Fehnel, R., Maasen, P., Moja, T., Perold, H. and Gibbon, T. (eds). Transformation in Higher Education: Global Pressures and Local Realities (Juta, CapeTown, South Africa).
Maguire, M., Ball, S.J., & Macrae, S. (2001). In all our interests: Internal marketing at Northwark Park School. British Journal of Sociology of Education, 22(1), 35-50. 
Marquis, D.G. (1982). The Anatomy of Successful Innovation, Cambridge: Winthrop Publishers.
Martin-Consuegra, D., & Esteban, A. (2007). Market orientation and business performance: An empirical investigation in the airline industry. Journal of Air Transport Management, 13(6), 383-386. 
Matear, S., Osborne, P., Garrett, T., & Gray, B.J. (2002). How does market orientation contribute to service firm performance? European Journal of Marketing, 36(9), 1058-1075. 
Matsuno, K., Mentzer, J.T., & Ozsomer, A. (2002). The effects of entrepreneurial proclivity and market orientation on business performance. Journal of Marketing, 66(3), 18-32.
Mattila, A.S., & Enz, C.A. (2002). The role of emotions in service encounters. Journal of Services Research, 4(4), 268-277.
Mavondo, F.T., Chimhanzi, J., & Stewart, J. (2005). Learning orientation and market orientation: Relationship with innovation, human resource practices and performance. European Journal of Marketing, 39(11/12), 1235-1263.
Mavondo, F.T., & Farrell, M.A. (2003). Cultural orientation: Its relationship with market orientation, innovation and organizational performance. Management Decision, 41(3), 241-249.
Mazaira, A., Gonzalez, E., & Avendano, R. (2003). The role of market orientation on company performance through the development of sustainable competitive advantage: The Inditex-Zara case. Marketing Intelligence & Planning, 21(4), 220-229.
McCarthy, E.J. (1981). Basic marketing: A managerial approach (9th eds.). Homewood, IL: Irwin
McCarthy, E.J., & Perreault, W.D., Jr. (1984). Basic Marketing : a Managerial Approach. Homewood, ILL: Irwin.
McDonald, R.P., & Ho, M.R. (2002). Principles and practice in reporting structural equation analyses. Psychological Methods, 7(1), 64-82.
Megicks, P., & Warnaby, G. (2008). Market orientation and performance in small independent retailers in the UK. The International Review of Retail, Distribution and Consumer Research, 18(1), 105-119. 
Menguc, B., & Auh, S. (2006). Creating a firm-level dynamic capability through capitalizing on market orientation and innovativeness. Journal of the Academy of Marketing Science, 34(1), 63-73.
Meyer-Krahmer, F.m & Schmoch, U. (1998). Science-based technologies: University–industry interactions in four fields. Research Policy, 27(8), 835-851.
Meyer, J.P., & Allen, N.J. (1990). Affective and continuance commitment to the organization: evaluation of measures and analysis of concurrent and time-lagged relations. Journal of Applied Psychology, 75(6), 710-720.
Money, A.H., & Foreman, S. (1996). The measurement of internal marketing: A confirmatory case study. Journal of Marketing Management, 11(8), 755-766. 
Moore, M., & Fairhurst, A. (2003). Marketing capabilities and performance in fashion retailing. Journal of Fashion Marketing and Management, 7(4), 386-397. 
Mowday, R.T., Poter, L.W., & Steers, R.M. (1982). Employee-organization linkage-The psychology of commitment absenteeism and turnover. New York: Academic Press. 
Murray, P., & Donegan, K. (2003). Empirical Linkages between Firm Competencies and Organizational Learning. Learning Organization, 10(1), 51-62.
Narver, J.C., & Slater, S.F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20-35.
Nath, P., Nachiappan, S., & Ramanathan, R. (2010). The impact of marketing capability, operations capability and diversification strategy on performance. Industrial Marketing Management, 39(2), 317-329.
Nieto, M., & Quevedo, P. (2005).Absorptive capacity, technological opportunity, knowledge spillovers, and innovative effort. Technovation, 25(10), 1141-1157.
Noble, C.H., Sinha, R.K., & Kumar, A. (2002). Market orientation and alternative strategic orientations: A longitudinal assessment of performance implications. Journal of Marketing, 66(4), 25-40. 
Nunnally, J.C. (1978). Psychometric Theory. New York: McGraw-Hill.
Nwokah, N.G. (2008). Strategic market orientation and business performance: the study of food and beverages organizations in Nigeria. European Journal of Marketing, 42(4), 279-286.
Nystrom, H. (1990). Organizational innovation. In M. A. West & J. L. Farr (Eds.) Innovation and creativity at work (pp. 143-161). New York: John Wiley & Sons Ltd.
O’Cass, A., & Ngo, L.V. (2007). Balancing external adaptation and internal effectiveness: Achieving better brand performance. Journal of Business Research, 60(1), 11-20.
Oplatka, I., & Hemsley-Brown, J. (2007). The incorporation of market orientation in the school culture: An essential aspect of school marketing. International Journal of Educational Management, 21(4), 292-305.
Orfila-Sintes, F., & Mattsson, J. (2009). Innovation behavior in the hotel industry. Omega, 37(2), 380-394.
Organization for Economic Cooperation and Development(OECD) (1996). Science, technology and industry scoreboard: Benchmarking knowledge-based Economies, Paris.
Owlia, M.S., & Aspinwall, E.M. (1997). TQM in higher education – A review. International Journal of Quality and Reliability Management, 14(5), 527-543.
Panigyrakis, G.G., & Theodoridis, P.K. (2007). Market orientation and performance: An empirical investigation in the retail industry in Greece. Journal of Retailing and Consumer Services, 14(2), 137-149.
Paulin, M., Ferguson, R.J., & Payaud, M. (2000). Effectiveness of relational and transactional cultures in commercial banking: Putting client-value into the competing values model. International Journal of Bank Marketing, 18(7), 328-337.
Pelham, A.M. (1997). Mediating influences on the relationship between market orientation and profitability in small industrial firms. Journal of Marketing Theory and Practice, 5(3), 55-76.
Pennings, J., Barkema, H., & Douma, S. (1994). Organizational learning and diversification. Academy of Management Journal, 37(3), 608-640. 
Peteraf, M. (1993). The cornerstones of competitive advantage. Strategic Management Journal, 14(3), 179−192.
Piercy, N. (1995). Customer satisfaction and the internal market: Marketing our customers to our employees. Journal of Marketing Practice, 1(1), 22-44.
Pitt, L., Caruana, A., & Berthon, P.R. (1996). Market orientation and business performance: Some European evidence. International Marketing Review, 13(1), 5–18.
Pitt, L.F., & Foreman, S.K. (1999). Internal marketing role in organizations: A transaction cost perspective. Journal of Business Research, 44(1), 25-36. 
Pool, S.W. (2000). The learning organization: Motivating employees by integrating TQM philosophy in a supportive organizational culture. Leadership & Organization Development Journal, 21(8), 373-378.   
Poon, J.P.H., & MacPherson, A. (2005). Innovation strategies of Asian firms in the United States. Journal of Engineering and Technology Management, 22(4), 255-273.
Porter, L.W., Steers, R.M., Mowday, R.T., & Boulian, P.V. (1974). Organizational commitment, job satisfaction, and turnover among psychiatric technicians. Journal of Applied Psychology, 59(5), 603-609.
Porter, M.E. (1985). Competitive Advantage. New York: Free Press.
Price, J.L., & Mueller, C.W. (1986). Handbook of organization measurement. Marshfield, Massachusetts, USA: Pitman.
Prajogo, D.I., & Sohal, A.S. (2001). TQM and innovation: a literature review and research framework. Technovation, 21(9), 539-558.
Qu, R., & Ennew, C. (2003). An examination of the consequences of market orientation in China. Journal of Strategic Marketing, 11(3), 201-214.
Qu, R., Ennew, C., & Sinclair, M.T. (2005). The impact of regulation and ownership structure on market orientation in the tourism industry in China. Tourism Management, 26(6), 939-950.
Raju, P.S., Lonial, S.C., Gupta, Y.P., & Ziegler, C. (2000). The relationship between market orientation and performance in the hospital industry: A structural equations modeling approach. Health Care Management Science, 3(3), 237-247.
Ramaiah, C.K., & Moorthy, A.L. (2002). The impact of continuing education programmes on library and information science professionals. Library Review, 51(1), 24-31.
Ramaseshan, B., Caruana, A., & Pang, L.S. (2002). The effect of market orientationon new product performance: A study among Singaporean firms. Journal of Product and Brand Management, 11(6), 399-409. 
Reynolds, T.J., & Gutman, J. (1984). Advertising is image management. Journal of Advertising Research, 24(1), 27-38.
Rickards, T., & Moger, S. (1991). Innovation Questionnaire Used in EURPOACE Study. UK: Manchester Business School.
Robbins, S.P. (1996). Organizational Behavior. Englewood Cliffs, NJ: Prentice-Hall International Inc.
Robbins, S.P. (2005). Organizational Behavior, (11th Ed), NJ: Prentice Hall International, Inc.  
Rothwell, R. (1994). Towards the fifth-generation innovation process. International Marketing Review, 11(1), 7-31.
Ruekert, R.W. (1992). Developing a market orientation: an organizational strategy perspective. International Journal of Research in Marketing, 9(3), 225-245.
Samson, D. (1991). Manufacturing and Operations Strategy. Melbourne: Prentice Hall.
Sandvik, I.L., & Sandvik, K. (2003). The impact of market orientation on product innovativeness and business performance. International Journal of Research in Marketing, 20(4), 355-376.
Santomero, A.M., & Trester, J.J. (1998). Financial innovation and bank risk taking. Journal of Economic Behavior and Organization, 35(1), 25-37.
Santos-Vijande, M.L., Sanzo-Perez, M.J., Alvar-Gonzalez, L.I., & Vazquez-Casielles, R. (2005). Organizational learning and marketing orientation: interface and effects on performance. Industrial Marketing Management, 34(3), 187-202.
Saraph, J.V., Benson, P.G., & Schroeder, R.G. (1989). An instrument for measuring the critical factors of quality management. Decision Sciences, 20(4), 810-829.
Schlesinger, L.A., & Heskett, J.L. (1991). The service-driven service company? Harvard Business Review(September/October), 71-81.
Schumpeter, J.A.(1934). The theory of economics development. Boston: Harvard University Press.
Schwab, D.P. (2005), Research Method for Organizational Studies, (2nd Ed.). Mahwah, N.J.: Erlbaum Associates.
Sen, B. (2006). Defining market orientation for libraries. Library Management, 27(5), 201-217.
Shahidi, M.N. (2008). The impact of product life cycle on strategic orientation of an enterprise. Review of Business Research(March), 165-187.
Shepherd, C., & Ahmed, P.K. (2000). From product innovation to solution innovation: A new paradigm for competitive advantage. European Journal of Innovation management, 3(2), 100-106.
Sher, P.J., & Yang, P.Y. (2005). The effects of innovative capabilities and R&D clustering on firm performance: The evidence of Taiwan’s semiconductor industry. Technovation, 25(1), 33-43.
Shipley, D., Hooley, G., Cox, T., & Fonfara, K. (1998). The effects of privatization on marketing capabilities and activity in Poland. International Journal of Research in Marketing, 15(1), 367-381.
Sin, Y.M., Tse, C.B., Yau, H.M., Chow, R., & Lee, S.Y. (2003). Market orientation and business performance: A comparative study of firms in mainland China and Hong Kong. European Journal of Marketing, 37(6), 910-936.
Sin, Y.M., Tse, C.B., Heung, C.S., & Yim, H.K. (2005). An analysis of the relationship between market orientation and business performance in the hotel industry. International Journal of Hospitality Management, 24(4), 555-577.
Singh, R. (2009). Mind the gap: Unlocking the relationship between market-orientation and service performance. Library Review, 58(1), 28-43.
Sinkula, J.M. (1994). Marketing information processing and organizational learning. Journal of Marketing, 58(1), 35-45.
Sitkin, S.B., Sutcliffe, K.M., & Schroeder, R.G. (1994). Distinguishing control from learning in Total Quality Management: a contingency perspective. Academy of Management Review, 19(3), 537-564.
Sivaramakrishnan, S., Zhang, D., Delbaere, M., & Bruning, E. (2008). The relationship between organizational commitment and market orientation. Journal of Strategic Marketing, 16(1), 55-73.
Slater, S.F., & Narver, J.C. (1994). Does competitive environment moderate the market orientation-performance relationship? Journal of Marketing, 58(1), 46-55.
Slater, S.F., & Narver, J.C. (1995). Market orientation and the learning organization. Journal of Marketing, 59(3), 63-74. 
Slater, S.F. & Naver, J.C. (1998). Customer-led and market-oriented: Let’s not confused the two. Strategic Management Journal, 19(10), 1001-1006.
Slater, S.F., & Narver, J.C. (2000). Intelligence generation and superior customer value. Journal of the Academy of Marketing Science, 28(1), 120-127.
Sobel, M.E. (1982). Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models, In S. Leinhardt (Ed.), Sociological Methodology, Washington, DC: American Sociological Association.Souder, W.E. (1987). New product innovations. Lexington MA: Lexington Books. 
Steers, R.M. (1975). Problems in the measurement of organization effectiveness. Administrative Science Quarterly, 20(4), 546-558.
Sternquista, B., Runyanb, R.C., & Chena, Z. (2008). The use of buying committees by Chinese retailers: The effects of environment and strategy upon structure. Journal of Retailing and Consumer Services, 15(2), 93-103.
Stuart, T.E., & Podolny, J.M. (1996). Local search and the evolution of technological capabilities. Strategic Management Journal, 17(Special Issue: Evolutionary Perspectives on Strategy), 21-38.
Swink, M., Narasimhan, R., & Wang, C. (2007). Managing beyond the factory walls: Effects of four types of strategic integration on manufacturing plant performance. Journal of Operations Management, 25(1), 148-164.
Tang, K.H., & Zairi, M. (1998). Benchmarking quality implementation in a service context: a comparative analysis of financial services and institutions of higher education. Part III. Total Quality Management, 9(8), 669-679.
Tansuhaj, P., Randall, D., & McCullough, J.(1988). Service Marketing Management Model: Integrating Internal and External Marketing Functions. The Journal of Service Marketing, 2(1), 31-38.
Tansuhaj, P., Randall, D., & McCullough, J. (1991). Applying the internal marketing concept within large organizations: As applied to a credit union, Journal of Professional Services Marketing, 6(2), 193-203.
Taylor, C.R., Kim, K.H., Ko, E.J., Park, M.H., Kim, D.R., & Moon, H.I. (2008). Does having a market orientation lead to higher levels of relationship commitment and business performance? Evidence from the Korean robotics industry. Industrial Marketing Management, 37(7), 825-832.
Teece, D.J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509−533.
Terziovski, M., Howel, A., Sohal, A., & Morrison, M. (2000). Establishing mutual dependence between TQM and the learning organization: A multiple case study analysis. The Learning Organization:  An International Journal, 7(1), 23-32.  
Tidd, J., Bessant, J., & Pavitt, K. (2001). Managing Innovation: Integrating Technological, Market and Organizational Change, (2nd edition), Chichester: John Wiley & Sons.
Tsai, K.H., Chou, C., & Kuo, J.H. (2008). The curvilinear relationships between responsive and proactive market orientations and new product performance: A contingent link. Industrial Marketing Management, 37(8), 884-894.
van der Aa, W., & Elfring, T. (2002). Realizing innovation in services. Scandinavian Journal of Management, 18(2), 155-171.
Varey, R.J. (1995). Internal marketing: a review and some interdisciplinary research challenges. International Journal of Service Industrial Management, 6(1), 40-63.
Venkatraman, N., & Ramanujam, V. (1986). Measurement of business performance in strategy research: A comparison of approaches. Management Science, 11(4), 801-814.
Voon, B.H. (2006). Linking a service-driven market orientation to service quality. Managing Service Quality, 16(6), 595-619.
Vorhies, D.W., Harker, M., & Rao, C.P. (1999). The capabilities and performance advantages of market-driven firms. European Journal of Marketing, 33(12), 1171-1202.
Vorhies, D.W., & Harker, M. (2000). The capabilities and performance advantages of market-driven firms: An empirical investigation. Australian Journal of Management, 25(2), 145-173.
Vorhies, D.W., & Morgan, N.A. (2005). Benching marketing capabilities for sustainable competitive advantage. Journal of Marketing, 69(1), 80-94.
Wan, D., Ong, C.H., & Lee, F. (2005). Determinants of firm innovation in Singapore. Technovation, 25(3), 261-268.
Wang, C.L., & Ahmed, P.K. (2004). The development and validation of the organizational innovativeness construct using confirmatory factor analysis. European Journal of Innovation Management, 7(4), 303-313.
Wang, E., Klein, G., & Jiang, J.J. (2007). IT support in manufacturing firms for a knowledge management dynamic capability link to performance. International Journal of Production Research, 45(11), 2419-2434.
Wang, Y., Lob, H.P., & Yang, Y. (2004). The constituents of core competencies and firm performance: Evidence from high-technologyfirms in china. Journal of Engineering and Technology Management, 21(4), 249-280.
Waugh, C.A. (2000). School marketing 101. Excellent marketing.
Webster, F.E. Jr. (1988). Rediscovering in Market Concept. Business Horizons, 31(3), 29-39. 
Weerawardena, J. (2003). The role of marketing capability in innovation-based competitive strategy. Journal of Strategic Marketing, 11(1), 15-35.
Weerawardena, J., & O’Cass, A. (2004). Exploring the characteristics of the market-driven firms and antecedents to sustained competitive advantage. Industrial Marketing management, 33(5), 419-428.
Wei, Y.H., & Atuahene-Gima, K. (2009). The moderating role of reward systems in the relationship between market orientation and new product performance in China. International Journal of Research in Marketing, 26(2), 89-96. 
Winter, J.P. (1985). Getting your house in order with internal marketing: A marketing prerequisite. Health Marketing Quarterly, 3(1), 69-77.
Winter, S. (2003). Understanding dynamic capabilities. Strategic Management Journal, 24(10), 991-995.
Wong, H.K., & Ellis, P.D. (2007). Is market orientation affected by the product life cycle? Journal of World Business, 42(2), 145-156.
Wood, V.R., Bhuian, S., & Kiecker, P. (2000). Market orientation and organizational performance in non-for-profit hospitals. Journal of Business Research, 48(3), 213-226.
Xie, H.M., Liu, C.Y., & Chen, C.H. (2007). Relationships among market orientation, learning orientation, organizational innovation and organizational performance: An empirical study in the Pearl River Delta region of China. Frontiers of Business Research in China, 1(2), 222-253.
Yam, C.M., Tam, Y.K., Tang, P.Y., & Mok, C.K. (2005). TQM: A Chang management model for market orientation. TQM Management, 16(4), 439-461. 
Yamin, S., Mavondo, F., Gunasekaran, A., & Sarros, J.C. (1997). A study of competitive strategy, organisational innovation and organisational performance among Australian manufacturing companies. International Journal of Production Economics, 52(1/2), 161-172.
Yang, J., Rui, M., & Wang, J.J. (2006). Enhancing the firm's innovation capability through knowledge management: A study of high technology firms in China. International Journal of Technology Management, 36(4), 305-317.
Yap, C.M., & Souder, W.E. (1994). Factors influence new product and Failure in small entrepreneurial high-technology electric firms. Journal of Innovation Management, 11(5), 418-432.
Yusuf, S. (2008). Intermediating knowledge exchange between universities and businesses. Research Policy, 37(8), 1167-1174.
Zahra, A.S., & George, G. (2002). Absorptive capacity: A review, reconceptualization, andextension. Academy of Management Review, 27(2), 185-203.
Zhang, Z., Waszink, A., & Wijngaard, J. (2000). An instrument for measuring TQM implementation for Chinese manufacturing companies. International Journal of Quality and Reliability Management, 17(7), 730-755.
Zhao, Y., & Cavusgil, S. (2006). The effect of supplier's market orientation on manufacturer's trust. Industrial Marketing Management, 35(4), 405-414.