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題名 市場導向、市場知識、行銷生產力與公司績效之關係
Market orientation, marketing knowledge, marketing productivity and performance
作者 林佩蓉
貢獻者 巫立宇
林佩蓉
關鍵詞 市場導向
市場知識
行銷生產力
績效
日期 2009
上傳時間 3-Sep-2013 14:40:44 (UTC+8)
摘要 無庸置疑，任何企業面對激烈的經營環境時，皆會面臨來自內外部環境的挑戰，此時管理者應多關注組織的能力以期更了解周遭環境並採取適切反映，將大幅降低對企業的衝擊與傷害。
近年來市場導向概念越來越受遵從，被視為增進組織績效最重要的關鍵議題，能幫助管理者嗅出市場環境中的機會，以適時抓住機會；並感應環境中的威脅，以及時做出因應。然而從市場導向到績效產生間，必須透過其他功能之配合，故分析市場導向特性與定義後，本研究決定以市場導向為前置變數，再以市場知識與行銷生產力做為中介變數，衡量市場導向是否會透過中介變數對績效產生正向的因果關係。
本研究採用問卷調查的方式收集資料，以大陸台商高階經理人為主要填答對象，總計有效問卷回收64份，採用SPSS迴歸分析釐清其因果關係，得到以下結論：
 市場導向對公司績效呈現正向關係
 市場導向對市場知識呈現正向關係
 市場知識對績效呈現部分正向關係
 市場知識對行銷生產力呈現部分正向的關係
 市場導向對行銷生產力呈現正向關係
 行銷生產力對績效呈現正向關係

關鍵字：市場導向、市場知識、行銷生產力、績效
參考文獻 中文文獻:
1. 廖述賢、張文榮( 2010 )，市場導向、創新能力、行銷能力與經營績效，商略學報，第2卷，第2期，頁87-107。
2. 魏聖忠(2002)，當代行銷觀念新思維：市場導向理論的回顧與評價，管理評論，第21卷，第4期，頁129-153。
3. 王友民、張宏榮(2007)，動態能力與市場導向之構成因素比較，2007全球化暨國際企業研討會論文集。
4. 李武釗(2005)，行銷知識管理、行銷知識能耐、行銷知識管理績效與市場績效的關係- 以印刷包裝業為例，國立成功大學碩士論文。
5. 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，國立中山大學博士論文。
6. 林震炎(2008)，多變量分析SPSS的操作與應用，智勝文化事業有限公司。
7. 周文賢(2002)，多變量統計分析SAS/STAT使用方法，智勝文化事業有限公司。
8. 邱皓政(2003)，結構方程模型：LISREL 的理論、技術與應用，雙葉書廊有限公司。

英文文獻:
1. Agarwal, S., Krishna, M.E. and Chekitan, D.D. (2003), “ Market orientation and performance in service firms：role of innovation,” Journal of service Marketing, 17(1), 68-82.
2. Atuahene-Gima, Kwaku (2005), “Resolving the Capability-Rigidity Paradox in New Product Innovation,” Journal of Marketing, 69(10), 61-83.
3. Barney J. (1991), “Firm resources and sustained competitive advantage,” Journal of Management, 17, 99-120.
4. Bohn, R.E. (1994), “Measuring and managing technological knowledge”, Sloan Management Review, 36(1), 33-42.
5. Buzzell, Robert D. and Bradley Gale (1987), “The PIMS Principles: Linking Strategy to Performance,” New York: The Free Press.
6. Buzzell, Robert D. (1957), “Marketing Productivity”, PhD Dissertation, Ohio State University.
7. Clark and Tim Amber (2001), “Marketing Performance Measurement：Evolution of Research and Practice,” International Journal of Business Performance Management, 3 (Winter), 231-44
8. Cohen, Joel B. and Kunal Basu (1987), “Alternative models of categorization: toward a contingent processing framework,” Journal of Consumer Research, 13, 455-472.
9. Davenport, T.H and L. Prusak(1998), “Working knowledge: How Organizations Manage What They Know,” Harvard Business School Press.
10. Day George S.(1994), “The capabilities of market-driven organization”, Journal of Marketing, 58, 37-52 .
11. Deshpande R., Farley JU, Webster Jr F. (1993), “Corporate culture, customer orientation, and innovativeness in Japanese firms: a Quadrad analysis, Journal of Marketing, 57(1), 23-37.
12. Dickson Peter R. (1992), “Toward a theory of competitive rationality,” Journal of Marketing, 56, 69-83.
13. Don O’Sullivan & Andrew V. Abela(2007), “Marketing Performance Measurement Ability and Firm Performance”, Journal of Marketing, 71, 79-93.
14. Drucker, P. F. (1954), “The practice of management,” NY：Harper and Row publishers
15. Drucker, P. (2001), “A Survey of the Near Future,” The Economist, 3-22.
16. Fiol Marlene (1991), “Managing culture as a competitive resource: an identity-based view of sustainable competitive advantage,” Journal of Management, 17(1), 191-211.
17. Galunic, Charles D. ans Simon Rodan (1998), “Resources recombination in the firm: knowledge structure and the potential for Schumpeterian innovation,” Strategic Management Journal, 19 (12), 1193-1201.
18. Greenley Gordon E.(1995), “Market orientation and company performance: empirical evidence from UK companies,” British Journal of Management, 6, 1-13.
19. Hanvanach, S., Droge, C., and Calatone, R. ( 2003), “Reconceptualizaing the Meaning and Domain of Marketing Knowledge,” Journal of Knowledge Management, 7(4), 124-135.
20. Hawkins DI, Best RJ, Lillis CM. (1987), “The nature and measurement of marketing productivity in consumer durable industries: a firm level analysis,” Journal of the Academy of Marketing Science, 15(4), 1-8.
21. Hooley Graham J., Greenley Gordon E., Cadogan John W., and Fahy John (2005), “The performance impact of marketing resources,” Journal of Business Research, 58, 18-27.
22. Hughes Paul, Morgan Robert E. and Kouropalatis Yiannis (2007), “Market knowledge diffusion and business performance,” European Journal of Marketing, 42(11), 1372-1395.
23. Hult G. Tomas M., Jr David J. Ketchen and Slater Stanley F. (2005), “Market orientation and performance: an intergration of disparate approaches,” Strategic Management Journal, 26, 1173-1181.
24. Kirca, A. H., Jayachandran, S. and 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.
25. Kohli AK, Jaworski BJ. (1990), ”Market orientation: the construct, research propositions, and managerial implications,” Journal of Marketing, 54(4), 1-18.
26. Kohli AK, Jaworski BJ., and Kumar A. (1993), ” MARKOR: a measure of market orientation,” Journal of Marketing Research, 30(11), 467-477.
27. Li Tiger & Calantone Roger J. (1998), “The Impact of Market Knowledge Competence on New Product Advantage: Conceptualization and Empirical Examination”, Journal of Marketing, 62(10), 13-29.
28. Luca Luigi M. De and Atuahene-Gima Kwaku (2007), “Market Knowledge Dimensions and Cross-Functional Collaboration: Examining the Different Routes to Product Innovation Performance”, Journal of Marketing, 71(1), 95-112.
29. McDonald Robert E. and Madhavaram Sreedhar (2007), “What firms learn depends on what firms know: the implications of prior knowledge for market orientation,” Marketing Management Journal, 17(1), 171-183.
30. Morgan Neil A., Vorhies Douglas W., and Mason Charlotte H. (2009), “Market orientation, marketing capabilities, and firm performance,” Strategic Management Journal, 30, 909-920
31. Narver, JL, Slater S. (1990), “The effect of a market orientation on business profitability,” Journal of Marketing , 54(October)：20 – 35.
32. Nonaka Ikujiro (1994), “A Dynamic Theory of Organizational Knowledge Creation,” Organization Science, 5 (1), p. 14-37.
33. O’Sullivan Don and Abela Andrew V. (2007), “Marketing performance measurement ability and firm performance,” Journal of Marketing, 71(4), 79-93.
34. Olavarrieta Sergio and Friedann Roberto (2008), “Market orientation, knowledge-related resources and firm performance,” Journal of Business Research, 61(6), 623-630.
35. Reed, Richard and Robert J. DeFillippi (1990), “Causal ambiguity, barriers to imitation, and sustainable competitive advantage,” Academy of Management Review, 15(1), 88-102.
36. Rust Roland T., Ambler Tim, Carpenter Gregory S., Kumar V., and Srivastava Rajendra K. (2004), “Measuring Marketing Productivity: Current Knowledge and Future Directions”, Journal of Marketing, 68(10), 76-89.
37. Sawyer Alan and Ball Dwayne (1981), ” Statistical Power and Effect Size in Marketing Research,” Journal of Marketing Research, 8, 275–290.
38. Sena, J.A. and Shani, A.B. (1999), “Intellectual Capital and Knowledge Creation: Towards an Alternative Framework,” Knowledge Management Handbook.
39. Sevin, Charles H. (1965), ” Marketing productivity analysis,” New York: McGraw-Hill.
40. Sheth Jagdish N. and Sisodia Rajendra S. (2002), “Marketing productivity Issues and analysis”, Journal of Business Research, 55, 349– 362 .
41. Slater, Stanley F. and Narver John C. (1994), “Does competitive environment moderate the market orientation-performance relationship?” Journal of Marketing, 58(1), 46-55.
42. Slater, Stanley F. and Narver John C. (1995), “ Marketing orientation and the learning organization,” Journal of Marketing, 59 (7)：63-74.
43. Sin, Y. M., Tse, C. B., Yau H.M., Chow, R. and Lee, S. Y. ( 2003 ), “Market orientation and business performanc：A comparative study of firms in mainland China and Hong Kong,” European Journal of Marketing, 37(6), 910-936.
44. Szulanski, Gabriel (1996), “Exploring international stickiness: impediments to the transfer of best practice within the firm,” Strategic Management Journal, 17, 27-43.
45. Wiklund Johan and Shepherd Dean (2003), “Knowledge-based resources, entrepreneurial orientation, and the performance of small and medium-sized business,” Strategic Management Journal, 24, 1307-1314.
46. Zhou Lianxi (2007), “The effect of entrepreneurial proclivity and foreign market knowledge on early internalization,” Journal of World Business, 42, 281-293.
47. Zhou Kevin Zheng, Brown James R. and Dev Chekitan S. (2009), “Market orientation, competitive advantage, and performance: A demand-based perspective,” Journal of Business Research, 62, 1063-1070.
描述 碩士
國立政治大學
企業管理研究所
98355025
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098355025
資料類型 thesis
dc.contributor.advisor 巫立宇zh_TW
dc.contributor.author (Authors) 林佩蓉zh_TW
dc.creator (作者) 林佩蓉zh_TW
dc.date (日期) 2009en_US
dc.date.accessioned 3-Sep-2013 14:40:44 (UTC+8)-
dc.date.available 3-Sep-2013 14:40:44 (UTC+8)-
dc.date.issued (上傳時間) 3-Sep-2013 14:40:44 (UTC+8)-
dc.identifier (Other Identifiers) G0098355025en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59782-
dc.description (描述) 碩士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) 98355025zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) 無庸置疑，任何企業面對激烈的經營環境時，皆會面臨來自內外部環境的挑戰，此時管理者應多關注組織的能力以期更了解周遭環境並採取適切反映，將大幅降低對企業的衝擊與傷害。
近年來市場導向概念越來越受遵從，被視為增進組織績效最重要的關鍵議題，能幫助管理者嗅出市場環境中的機會，以適時抓住機會；並感應環境中的威脅，以及時做出因應。然而從市場導向到績效產生間，必須透過其他功能之配合，故分析市場導向特性與定義後，本研究決定以市場導向為前置變數，再以市場知識與行銷生產力做為中介變數，衡量市場導向是否會透過中介變數對績效產生正向的因果關係。
本研究採用問卷調查的方式收集資料，以大陸台商高階經理人為主要填答對象，總計有效問卷回收64份，採用SPSS迴歸分析釐清其因果關係，得到以下結論：
 市場導向對公司績效呈現正向關係
 市場導向對市場知識呈現正向關係
 市場知識對績效呈現部分正向關係
 市場知識對行銷生產力呈現部分正向的關係
 市場導向對行銷生產力呈現正向關係
 行銷生產力對績效呈現正向關係

關鍵字：市場導向、市場知識、行銷生產力、績效		zh_TW
dc.description.tableofcontents 目次 i
表次 ii
圖次 iii
第一章 緒論 4
第一節 研究動機 4
第二節 研究目的 6
第三節 研究流程 6
第二章 文獻探討 8
第一節 市場導向 8
第二節 市場知識 11
第三節 行銷生產力 14
第一章 研究方法 17
第一節 研究架構及假說推論 17
第二節 研究變數定義與衡量方法 20
第三節 資料分析方法 27
第四節 資料收集 30
第四章 資料分析與結果 31
第一節 基本資料分析 31
第二節 因素分析 34
第三節 信度分析與效度分析 37
第四節 相關分析 38
第五節 迴歸分析 39
第五章 結論與建議 44
第一節 研究結果與討論 44
第二節 管理實務建議 46
第三節 研究限制 47
第四節 後續研究建議 48
參考文獻 49
附錄：問卷 54		zh_TW
dc.format.extent 1747882 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098355025en_US
dc.subject (關鍵詞) 市場導向zh_TW
dc.subject (關鍵詞) 市場知識zh_TW
dc.subject (關鍵詞) 行銷生產力zh_TW
dc.subject (關鍵詞) 績效zh_TW
dc.title (題名) 市場導向、市場知識、行銷生產力與公司績效之關係zh_TW
dc.title (題名) Market orientation, marketing knowledge, marketing productivity and performanceen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻:
1. 廖述賢、張文榮( 2010 )，市場導向、創新能力、行銷能力與經營績效，商略學報，第2卷，第2期，頁87-107。
2. 魏聖忠(2002)，當代行銷觀念新思維：市場導向理論的回顧與評價，管理評論，第21卷，第4期，頁129-153。
3. 王友民、張宏榮(2007)，動態能力與市場導向之構成因素比較，2007全球化暨國際企業研討會論文集。
4. 李武釗(2005)，行銷知識管理、行銷知識能耐、行銷知識管理績效與市場績效的關係- 以印刷包裝業為例，國立成功大學碩士論文。
5. 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，國立中山大學博士論文。
6. 林震炎(2008)，多變量分析SPSS的操作與應用，智勝文化事業有限公司。
7. 周文賢(2002)，多變量統計分析SAS/STAT使用方法，智勝文化事業有限公司。
8. 邱皓政(2003)，結構方程模型：LISREL 的理論、技術與應用，雙葉書廊有限公司。

英文文獻:
1. Agarwal, S., Krishna, M.E. and Chekitan, D.D. (2003), “ Market orientation and performance in service firms：role of innovation,” Journal of service Marketing, 17(1), 68-82.
2. Atuahene-Gima, Kwaku (2005), “Resolving the Capability-Rigidity Paradox in New Product Innovation,” Journal of Marketing, 69(10), 61-83.
3. Barney J. (1991), “Firm resources and sustained competitive advantage,” Journal of Management, 17, 99-120.
4. Bohn, R.E. (1994), “Measuring and managing technological knowledge”, Sloan Management Review, 36(1), 33-42.
5. Buzzell, Robert D. and Bradley Gale (1987), “The PIMS Principles: Linking Strategy to Performance,” New York: The Free Press.
6. Buzzell, Robert D. (1957), “Marketing Productivity”, PhD Dissertation, Ohio State University.
7. Clark and Tim Amber (2001), “Marketing Performance Measurement：Evolution of Research and Practice,” International Journal of Business Performance Management, 3 (Winter), 231-44
8. Cohen, Joel B. and Kunal Basu (1987), “Alternative models of categorization: toward a contingent processing framework,” Journal of Consumer Research, 13, 455-472.
9. Davenport, T.H and L. Prusak(1998), “Working knowledge: How Organizations Manage What They Know,” Harvard Business School Press.
10. Day George S.(1994), “The capabilities of market-driven organization”, Journal of Marketing, 58, 37-52 .
11. Deshpande R., Farley JU, Webster Jr F. (1993), “Corporate culture, customer orientation, and innovativeness in Japanese firms: a Quadrad analysis, Journal of Marketing, 57(1), 23-37.
12. Dickson Peter R. (1992), “Toward a theory of competitive rationality,” Journal of Marketing, 56, 69-83.
13. Don O’Sullivan & Andrew V. Abela(2007), “Marketing Performance Measurement Ability and Firm Performance”, Journal of Marketing, 71, 79-93.
14. Drucker, P. F. (1954), “The practice of management,” NY：Harper and Row publishers
15. Drucker, P. (2001), “A Survey of the Near Future,” The Economist, 3-22.
16. Fiol Marlene (1991), “Managing culture as a competitive resource: an identity-based view of sustainable competitive advantage,” Journal of Management, 17(1), 191-211.
17. Galunic, Charles D. ans Simon Rodan (1998), “Resources recombination in the firm: knowledge structure and the potential for Schumpeterian innovation,” Strategic Management Journal, 19 (12), 1193-1201.
18. Greenley Gordon E.(1995), “Market orientation and company performance: empirical evidence from UK companies,” British Journal of Management, 6, 1-13.
19. Hanvanach, S., Droge, C., and Calatone, R. ( 2003), “Reconceptualizaing the Meaning and Domain of Marketing Knowledge,” Journal of Knowledge Management, 7(4), 124-135.
20. Hawkins DI, Best RJ, Lillis CM. (1987), “The nature and measurement of marketing productivity in consumer durable industries: a firm level analysis,” Journal of the Academy of Marketing Science, 15(4), 1-8.
21. Hooley Graham J., Greenley Gordon E., Cadogan John W., and Fahy John (2005), “The performance impact of marketing resources,” Journal of Business Research, 58, 18-27.
22. Hughes Paul, Morgan Robert E. and Kouropalatis Yiannis (2007), “Market knowledge diffusion and business performance,” European Journal of Marketing, 42(11), 1372-1395.
23. Hult G. Tomas M., Jr David J. Ketchen and Slater Stanley F. (2005), “Market orientation and performance: an intergration of disparate approaches,” Strategic Management Journal, 26, 1173-1181.
24. Kirca, A. H., Jayachandran, S. and 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.
25. Kohli AK, Jaworski BJ. (1990), ”Market orientation: the construct, research propositions, and managerial implications,” Journal of Marketing, 54(4), 1-18.
26. Kohli AK, Jaworski BJ., and Kumar A. (1993), ” MARKOR: a measure of market orientation,” Journal of Marketing Research, 30(11), 467-477.
27. Li Tiger & Calantone Roger J. (1998), “The Impact of Market Knowledge Competence on New Product Advantage: Conceptualization and Empirical Examination”, Journal of Marketing, 62(10), 13-29.
28. Luca Luigi M. De and Atuahene-Gima Kwaku (2007), “Market Knowledge Dimensions and Cross-Functional Collaboration: Examining the Different Routes to Product Innovation Performance”, Journal of Marketing, 71(1), 95-112.
29. McDonald Robert E. and Madhavaram Sreedhar (2007), “What firms learn depends on what firms know: the implications of prior knowledge for market orientation,” Marketing Management Journal, 17(1), 171-183.
30. Morgan Neil A., Vorhies Douglas W., and Mason Charlotte H. (2009), “Market orientation, marketing capabilities, and firm performance,” Strategic Management Journal, 30, 909-920
31. Narver, JL, Slater S. (1990), “The effect of a market orientation on business profitability,” Journal of Marketing , 54(October)：20 – 35.
32. Nonaka Ikujiro (1994), “A Dynamic Theory of Organizational Knowledge Creation,” Organization Science, 5 (1), p. 14-37.
33. O’Sullivan Don and Abela Andrew V. (2007), “Marketing performance measurement ability and firm performance,” Journal of Marketing, 71(4), 79-93.
34. Olavarrieta Sergio and Friedann Roberto (2008), “Market orientation, knowledge-related resources and firm performance,” Journal of Business Research, 61(6), 623-630.
35. Reed, Richard and Robert J. DeFillippi (1990), “Causal ambiguity, barriers to imitation, and sustainable competitive advantage,” Academy of Management Review, 15(1), 88-102.
36. Rust Roland T., Ambler Tim, Carpenter Gregory S., Kumar V., and Srivastava Rajendra K. (2004), “Measuring Marketing Productivity: Current Knowledge and Future Directions”, Journal of Marketing, 68(10), 76-89.
37. Sawyer Alan and Ball Dwayne (1981), ” Statistical Power and Effect Size in Marketing Research,” Journal of Marketing Research, 8, 275–290.
38. Sena, J.A. and Shani, A.B. (1999), “Intellectual Capital and Knowledge Creation: Towards an Alternative Framework,” Knowledge Management Handbook.
39. Sevin, Charles H. (1965), ” Marketing productivity analysis,” New York: McGraw-Hill.
40. Sheth Jagdish N. and Sisodia Rajendra S. (2002), “Marketing productivity Issues and analysis”, Journal of Business Research, 55, 349– 362 .
41. Slater, Stanley F. and Narver John C. (1994), “Does competitive environment moderate the market orientation-performance relationship?” Journal of Marketing, 58(1), 46-55.
42. Slater, Stanley F. and Narver John C. (1995), “ Marketing orientation and the learning organization,” Journal of Marketing, 59 (7)：63-74.
43. Sin, Y. M., Tse, C. B., Yau H.M., Chow, R. and Lee, S. Y. ( 2003 ), “Market orientation and business performanc：A comparative study of firms in mainland China and Hong Kong,” European Journal of Marketing, 37(6), 910-936.
44. Szulanski, Gabriel (1996), “Exploring international stickiness: impediments to the transfer of best practice within the firm,” Strategic Management Journal, 17, 27-43.
45. Wiklund Johan and Shepherd Dean (2003), “Knowledge-based resources, entrepreneurial orientation, and the performance of small and medium-sized business,” Strategic Management Journal, 24, 1307-1314.
46. Zhou Lianxi (2007), “The effect of entrepreneurial proclivity and foreign market knowledge on early internalization,” Journal of World Business, 42, 281-293.
47. Zhou Kevin Zheng, Brown James R. and Dev Chekitan S. (2009), “Market orientation, competitive advantage, and performance: A demand-based perspective,” Journal of Business Research, 62, 1063-1070.		zh_TW