| dc.contributor.advisor | 洪順慶 | zh_TW |
| dc.contributor.author (Authors) | 張玉琳 | zh_TW |
| dc.contributor.author (Authors) | Yu-Ling Chang | en_US |
| dc.creator (作者) | 張玉琳 | zh_TW |
| dc.creator (作者) | Yu-Ling Chang | en_US |
| dc.date (日期) | 2002 | en_US |
| dc.date.accessioned | 18-Sep-2009 13:18:02 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 13:18:02 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 13:18:02 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0086355507 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/34917 | - |
| dc.description (描述) | 博士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 86355507 | zh_TW |
| dc.description (描述) | 91 | zh_TW |
| dc.description.abstract (摘要) | 論文摘要當企業面臨環境、技術與競爭市場的快速變化以及產品生命週期日漸縮短時，惟有不斷地創新方能贏得目標顧客的滿意，因而學習能力的強弱便成為企業重要的競爭優勢來源；此外，為了因應變化快速的企業環境，許多經理人與學者們紛紛密切地注意企業如何發展以及維持他們的顧客與市場，所以在近代許多行銷文獻當中一致認為企業競爭優勢的獲取與創造優越的顧客價值，不可或缺的條件之一就是發展市場導向。但是最近的文獻卻指出，市場導向與組織創業精神傾向在達成優越的企業績效上具有潛在的緊張關係存在，這種情形令行銷者深感不安，因為它可能意味著市場導向將不利於廠商試圖同時具備組織創業精神與追求成功，而由於市場導向將會導致正面企業績效的相關研究陸續出現，因此此現象更值得認真的關注與探討。此外，組織學習類型迄今並沒有較完備且普遍可接受的操作型定義，且組織學習類型與市場導向和組織創業精神兩者之間的關係，亦無直接證據或可供連結的觀念存在，令本研究認為有必要將組織創業精神傾向、市場導向與組織學習之類型（或內涵）之關係作進一步釐清，以瞭解對組織整體績效提升之影響。綜合上述原因，本研究希望能整合各家對組織創業精神傾向、市場導向以及組織學習理論的相關說法與觀點，並以市場知識層級的角度出發，嘗試將三個看似不同但卻頗具關連性的構念加以連結，進一步探討組織創業精神傾向、市場導向以及組織學習三者彼此之間，以及此三者與組織績效之間關係的理論架構和研究假設，並透過實證研究來檢定假說，藉以瞭解：1.組織學習類型的內涵並澄清文獻上的定義。2.組織創業精神傾向、市場導向以及組織學習類型三個構念彼此之間的關連性。3.組織創業精神傾向、市場導向以及組織學習類型三者對組織績效之影響，以及彼此之間所產生的中介效果。4.組織創業精神傾向、市場導向對組織績效之影響路徑，以及可能會因組織學習類型之不同而產生的差異。本研究在理論推導和實證研究上雖力求完整，然而仍舊受時間、人力與財力所限，因此可能會有下列之研究限制：1.本研究之目的乃在於探索組織創業精神傾向、市場導向以及組織學習類型三者彼此之間的關係，有關組織績效指標之選取，除參酌學者們之研究外，亦需考慮其代表性以及衡量之困難度，因此將可能無法將所有組織績效指標皆納入考慮。2.本研究探討組織創業精神傾向、市場導向以及組織學習類型三者與組織績效之間的關係，許多文獻已深入研究並發現，組織學習與組織績效之間透過中介變數（如創新）之影響亦存在著間接的正相關性，但此類關係並非本研究討論之重點。3.本研究理論乃是透過市場知識層級以及組織學習類型之間的關連性來探索，但市場知識層級之實證研究迄今仍嫌匱乏，因此在理論推導的涵蓋面上應仍有所限制與不足之處。4.本研究理論只是透過市場知識層級來進行構念之間關係之建立，對於市場知識層級之內涵、產生過程以及操作化定義等並未多加著墨，雖透過業界深度訪談來補強，但仍可能會使研究中組織學習類型之區分準則或依據有不甚周延之處。本研究的變數主要包括組織創業精神傾向、市場導向、組織學習類型與組織績效等四大項。茲分述如下：1.組織創業精神傾向定義為：「組織接受企業家精神的程序、實務以及決策制訂的傾向，並經由組織對創新性、風險承擔以及預應能力的偏好而形成特徵」，以Covin and Slevin（1989）及Matsuno, Mentzer and Ozsomer（2002）的量表為參考依據。2.市場導向定義為：「組織全面性的蒐集目前與未來的市場情報，跨部門間的傳播該情報以及組織上下對該情報給予反應」，以修正後Jaworski and Kohli（1993）以及Matsuno, Mentzer and Ozsomer（2002）的MO量表為參考依據。3.組織學習類型依據Argyris and Schon（1978）及Gordon（1996）的看法區分為單圈學習與雙圈學習，並參酌McGill et al.（1992）、Haeckel and Nolan（1993）、Bennett and O’brien（1994）、O’Neil（1995）等學者對組織學習衡量與比較構面的看法，認為單圈學習與雙圈學習兩者的主要差別在於矯正對象以及矯正深度之不同，且其內涵則會透過文化、結構、行為以及資訊等四個構面來表現，至於問卷設計的方式則以Snow and Hrebiniak（1980）、McDaniel and Kolari（1987）、Dvir, Segev, and Shenhar（1993）、Matsuno and Mentzer（2000）以及Slater and Olson（2001）等學者在其相關研究中所採行之單純自我分類方法（Self-Typing）為參考，並進行業界深度訪談與兩次問卷前測以提高問卷信度與效度；每題組總分十分，並請答卷者於每題組之兩子題目分別給分。4. 組織績效包含相對市場佔有率的改變、投資報酬率、新產品成功等三大項目，其量表則分別參考彙整自Jaworski and Kohli（1993）、Slater and Naver（1995）、Baker and Sinkula（1999）、Matsuno, Mentzer and Ozsomer（2002）等學者之相關研究。本研究透過SPSS 10.0之徑路分析（層級式多元迴歸）發現：1.當組織創業精神傾向透過市場導向的中介效果後，對組織績效反而具有顯著的正面影響，此發現與Matsuno, Mentzer and Ozsomer（2002）的實證結果一致。2.組織創業精神傾向甚至不必透過組織結構之調整（扁平化）便能對市場導向有直接顯著的正面影響，亦即組織創業精神與市場導向兩者之間所存在著一種直接關係。3.不論將樣本資料區分為單圈組織學習或雙圈組織學習，組織學習對組織績效都有顯著的正面影響，而組織學習類型在市場導向與組織績效之關係中所具備之中介效果，於單圈組織學習的樣本資料中更顯突出。4.在雙圈組織學習類型之修正後理論架構則顯示，市場導向與雙圈組織學習兩者之間具備不顯著但正向之關係。5.組織創業精神傾向會透過雙圈組織學習的中介效果而對組織績效產生顯著的正面影響。6.本研究結果支持黃俊英（1999）所提及組織學習在市場導向與組織績效之間扮演完全中介角色之發現。7.不論單雙圈組織學習樣本資料，對組織績效中之調適力子構面都有較顯著之影響。 | zh_TW |
| dc.description.tableofcontents | 目 錄第一章 緒論 1第一節 研究背景與動機 1一、 研究背景 1二、 研究動機 4第二節 研究問題與目的 5第三節 研究範圍 7第四節 研究限制 8第二章 文獻探討 10第一節 組織學習 11一、 組織學習的定義 11二、 組織學習的類型 15三、 組織學習的程序 19四、 組織學習的構成要素 23五、 組織知識 26第二節 市場導向 30一、 市場導向的定義 30二、 市場導向理論 33（一） 市場導向的資訊（處理）程序觀點 34（二） 市場導向的組織文化觀點 36三、 市場導向之實證研究 38四、 市場導向與組織學習之比較 41第三節 組織創業精神傾向 43一、 創業家 43二、 組織創業精神 45三、 組織創業精神傾向 48（一） 組織創業精神傾向與市場導向 49（二） 組織創業精神傾向與組織學習 50第三章 觀念架構與研究方法 52 第一節 觀念架構 52 一、觀念架構之理論推導 52 （一）理論架構構念內涵之描述 53 （二）理論架構構念間之關係 58 二、研究假說 62 第二節 研究設計 65 一、研究對象與資料蒐集 65二、變數操作性定義與衡量 66第四章 資料分析與解釋 75 第一節 樣本屬性分析 75 一、回收率 75 二、回收樣本之描述性分析 75 三、無反應偏差之檢測 76 第二節 信度與效度分析 77 一、組織學習類型之信度與效度 77 二、組織創業精神傾向之信度與效度 80 三、市場導向之信度與效度 82 四、組織績效之信度與效度 85 第三節 假說檢定 89 一、市場導向、組織學習類型與組織績效之關係 89二、組織創業精神傾向、市場導向與組織學習類型念之關係 90 三、組織創業精神傾向與市場導向兩者之關係 92 四、組織學習類型與組織績效子構面之關係 92第五章 結論與建議 97 第一節 研究架構模式修正 97 一、單圈組織學習類型研究架構修正 97 二、雙圈組織學習類型研究架構修正 98 第二節 研究結論 99 一、組織創業精神傾向、市場導向對組織績效之影響 99 二、市場導向、組織學習類型與組織績效之關係 100 三、組織創業精神傾向、組織學習類型與組織績效之關係 101 四、組織學習類型對組織績效之影響 102 第三節 理論與實務意涵 103 一、理論上的貢獻 103 二、行銷管理實務上之意涵 105 第四節 後續研究建議 108參考文獻 110附錄問卷 121表目錄表2-1：組織學習的定義與與觀點 13表2-2：組織學習類型之分類與意義 18表2-3：組織學習之水準 19表2-4：知識轉換模式中的知識內容 27表2-5：市場導向相關研究領域 40表2-6：市場導向與組織學習之比較 42表2-7：創業家的特質 44表2-8：組織創業精神學派彙整 46表4-1：受訪廠商產業別統計表 76表4-2：單、雙圈組織學習類型之衡量信度 79表4-3：單、雙圈組織學習類型之衡量效度 80表4-4：組織創業精神傾向之衡量信度與建構效度檢驗 81表4-5：不同學習組織類型中組織創業精神傾向之衡量信度與效度檢驗 82表4-6：市場導向之衡量信度與建構效度檢驗 84表4-7：不同學習組織類型中市場導向之衡量信度與效度檢驗 85表4-8：組織績效之衡量信度與建構效度檢驗 86表4-9：不同學習組織類型中市場導向之衡量信度與效度檢驗 87表4-10：市場導向、組織學習類型與組織績效三者之關係 90表4-11：組織創業精神傾向、市場導向與組織學習類型三者之關係 91表4-12：組織創業精神傾向與市場導向兩者之關係 92表4-13：組織學習類型對組織績效的三個子構面之影響 93表4-14：不同的組織學習類型對組織績效的問卷題目之影響 94表4-15：不同組織學習類型之組織績效三個子構面之差異 95表4-16：假說檢定結果 96圖目錄圖2-1：本研究文獻探討架構 10圖2-2：組織學習定義的關鍵條件 13圖2-3：三種組織學習型態之過程 16圖2-4：組織學習的過程 22圖2-5：市場導向前因與結果模型 34圖2-6：組織能力的分類 38圖3-1：本研究理論架構 62圖5-1：單圈組織學習理論架構修正 98圖5-2：雙圈組織學習理論架構修正 98 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0086355507 | en_US |
| dc.subject (關鍵詞) | 組織創業精神 | zh_TW |
| dc.subject (關鍵詞) | 市場導向 | zh_TW |
| dc.subject (關鍵詞) | 組織學習類型 | zh_TW |
| dc.subject (關鍵詞) | 市場知識 | zh_TW |
| dc.title (題名) | 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 | zh_TW |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 參考文獻 | zh_TW |
| dc.relation.reference (參考文獻) | 一、中文文獻 | zh_TW |
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| dc.relation.reference (參考文獻) | 3. 張瓊今（2000），國際零售業市場導向、組織創業精神、差異化優勢與國際化關係之研究，高雄第一科技大學行銷與流通管理系未出版之碩士論文。 | zh_TW |
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| dc.relation.reference (參考文獻) | 二、英文文獻 | zh_TW |
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