博碩士論文 101421011 詳細資訊




以作者查詢圖書館館藏 以作者查詢臺灣博碩士 以作者查詢全國書目 勘誤回報 、線上人數:6 、訪客IP:3.232.133.141
姓名 呂儼芳(Yen-fang Lu)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 市場導向、事業策略與產品優勢相關之研究
相關論文
★ 台灣LCD監視器產業廠商經營策略之研究★ 智慧資本對新產品發展績效影響之研究
★ 市場導向對新產品開發速度影響之研究★ 創業家失敗復原歷程之研究
★ 組織間協同合作與科技能力的因果模糊對新產品研發績效相關之研究★ 購併後跨部門整合與新產品開發績效之研究
★ 資源承諾與彈性對新產品發展績效影響之研究-關係學習與吸收能力之中介效果★ 顧客參與、產品創新程度與組織間關係對新產品開發績效之影響
★ 運動贊助有效性之探討-以洛杉磯市場推廣臺灣觀光為例★ 區塊鏈技術應用於冷鏈農產品之研究:以台灣蘭花出口為例
★ 專案團隊控制制度與新產品開發績效關係之研究★ 研發專案管理制度之探討-以參與「業界科專」廠商為例
★ 漸進式和急遽式專案主持人管理角色與新產品開發績效關係之研究★ 供應商選擇標準與供應商發展活動對製造績效影響之研究
★ 供應商涉入角色與新產品開發專案績效關係之研究★ 技術知識特性、知識整合機制與知識移轉關係之研究
檔案 [Endnote RIS 格式]    [Bibtex 格式]    [相關文章]   [文章引用]   [完整記錄]   [館藏目錄]   [檢視]  [下載]
  1. 本電子論文使用權限為同意立即開放。
  2. 已達開放權限電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。
  3. 請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。

摘要(中) 隨著全球商業活動競爭激烈以及民眾消費意識的抬頭,企業無不致力於了解市場需求發展出具有優勢之產品以快速回應千變萬化的市場環境並提升企業獲利。過去學者觀點,企業需運用其資源及能力訂定獨特之經營策略,然而今日許多企業都擁有多元事業部,不同的事業部需要不同的事業策略。故本研究旨在驗證市場導向與產品優勢之間的關係,並且針對事業策略對於此關係之調節效果,探討在不同事業策略下,市場導向對產品優勢的影響。

本研究根據天下雜誌「2013年製造業2000大調查」中之企業為研究對象,進行問卷調查,寄發出400份問卷,實際有效問卷共272份,有效問卷回收率為68%,而實證分析結果如下;
1. 市場導向對於產品優勢有正向之影響。
2. 事業策略對市場導向與產品優勢具有正向調節效果。
3. 在不同事業策略下,採取不同之市場導向成分對產品優勢的影響不同。
摘要(英) In recent years, with rapidly changing environment and competitive, international trade, market orientation plays an important role in the firms. Recent research acclaim that market orientation can transfer to the product advantage then enhance the product performance. In addition, firms should have a well-defined strategy which they could develop to take their business forward.
One of the purposes of this study is to examine the relationship between market orientation and product advantage. And another one is to explore the moderating effects of business strategy in this relationship.
The empirical data used in the study comprises of 272 samples of business unit in Taiwanese manufacturing firms. The results of this research show that:
1. Market orientation has positive effect on product advantage.
2. Business strategy has positive moderating effects on the relationship between market orientation and product advantage.
3. In the distinct business strategies, the effect of market orientation to product advantage are different from one another.
關鍵字(中) ★ 市場導向
★ 產品優勢
★ 事業策略
關鍵字(英)
論文目次 摘要…………………………………………………………………………………….. i
Abstract………………………………………………………………………………… ii
誌謝……………………………………………………………………………………. iii
目錄…………………………………………………………………………………….. iv
圖目錄………………………………………………………………………………….. v
表目錄………………………………………………………………………………….. vi
第一章 緒論…………………………………………………………………... 1
第一節 研究動機…………………………………………………………….. 1
第二節 研究目的…………………………………………………………….. 3
第三節 論文架構…………………………………………………………….. 4
第四節 研究流程…………………………………………………………….. 5
第二章 文獻探討…………………………………………………………... 6
第一節 市場導向…………………………………………………………….. 6
第二節 產品優勢…………………………………………………………….. 13
第三節 事業策略…………………………………………………………….. 16
第四節 變數之間的關係……………………………………………….. 30
第五節 個案研究…………………………………………………………….. 32
第三章 研究設計…………………………………………………………... 33
第一節 研究架構…………………………………………………………….. 33
第二節 研究變項之操作型定義與衡量方式…………….. 34
第三節 研究假設…………………………………………………………….. 40
第四節 研究對象與問卷收集……………………………………….. 43
第五節 資料分析方法…………………………………………………….. 44
第四章 研究結果與分析……………………………………………... 47
第一節 敘述統計分析…………………………………………………….. 47
第二節 信度效度分析….……………………………………………….. 48
第三節 研究變數結果描述……………………………………………..49
第四節 市場導向與產品優勢關係之分析………………….. 50
第五節 事業策略之調節效果分析……………………………….. 55
第五章 研究結論與建議……………………………………………... 67
第一節 研究結論…………………………………………………………….. 67
第二節 研究貢獻…………………………………………………………….. 69
第三節 研究限制與後續研究建議……………………………….. 72
參考文獻…………………………………………………………………………………….. 83
附錄一 個案研究…………………………………………………………………... 74
附錄二 研究問卷…………………………………………………………………... 89
參考文獻 一、中文部分
1. 許士軍(民84)。管理學。台北:東華。
2. 司徒達賢 (民84)。策略管理。台北:遠流。
3. 司徒達賢(民90)。策略管理新論。台北:智勝文化。

二、英文部分
1. Ames, B. C., & Hlavacek, J. D. (1989). Market Driven Management:Prescriptions for Survival in A Turbulent World. Homewood, Ill:Dow Jones-Irwin.
2. Atuahene-Gima, K. (1995). An Exploratory Analysis of The Impact of Market Orientation on New Product Performance: A Contingency Approach. Journal of Product Innovation Management, 12(4), 275-293.
3. Atuahene-Gima, K. (1996). Market Orientation and Innovation. Journal of Business Research, 35(2), 93-103.
4. Calantone, R. J., & Di Benedetto, C. A. (1988). An Integrative Model of The New Product Development Process. An Empirical Validation. Journal of Product Innovation Management, 5(3), 201-215.
5. Calantone, R. J., Chan, K., & Cui, A. S. (2006). Decomposing Product Innovativeness and Its Effects on New Product Success. Journal of Product Innovation Management, 23(5), 408-421.
6. Chandler, A. D.(1962). Strategy and Structure: Chapters in The History of 132 Industrial Enterprise. Cambridge:MIT Press.
7. Conant, J. S., Mokwo, M. P., & Varadaraian, P. R. (1990). Strategic Types、Distinctive Marketing Competencies and Organizational Performance:A Multiple Measures-Based Study. Strategic Management Journal,11(5), 356-383.
8. Day, G. S. (1994). The Capabilities of Market-Driven Organizations. Journal of Marketing, 58(4), 37-52.
9. Gaynor, G. H. (1991). Achieving the Competitive Edge Through Integrated Technology Management. New York:McGraw-Hill.
10. Gatignon, H., & Xuereb, J. M. (1997). Strategic Orientation of the Firm and New Product Performance. Journal of Marketing Research, 34(1), 77-90.
11. Griffin, A. (1997). PDMA Research on New Product Development Practices: Updating76 Trends and Benchmarking Best Practices. Journal of Product Innovation, 14, 429-458.
12. Han, J. K., Kim N., & Srivastava R. K. (1998). Market Orientation and Organizational Performance: Is Innovation a Missing Link ?. Journal of Marketing, 62(4), 30-45.
13. Henard, D. H., & Szymanski, D. M. (2001). Why Some New Products Are More Successful than Others. Journal of Marketing Research, 38(3), 362-375.
14. Hitt, M. A., Ireland R. D., & Hoskisson R. E. (2003).Strategic Management, 5th ed.. South-Western, SW:Thomson Learning.
15. Hofer, C. W., & Schendel, D. (1978). Strategic Formulation: Analytical Concepts. N.Y.:West Publishing Company.
16. Holt, K. (1988). Product innovation management. Boston:Butterworths.
17. Hsieh, M., Tsai, K., & Wang, J. (2008). The Moderating Effects of Market Orientation and Launch Proficiency on the Product Advantage-Performance Relationship. Industrial Marketing Management, 37(5), 580-592.
18. Hunt, S. D., & Morgan, R. M. (1995). The Comparative Advantage Theory of Competition. Journal of Marketing,59(2), 1.
19. 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.
20. Kohli, A. K., & Jaworski, B. J. (1990). Market Orientation: The Construct, Reserch Proposition and Managerial Implication. Journal of Marketing, 54,1-18.
21. Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: A Measure of Market Orientation. Journal of Marketing Research, 30(4),467-477
22. Kotler, P. (2000). Marketing Management, 10 th ed.. N.J.:Prentice-Hall, Inc.
23. Langerak, F., Hultink, E. J., & Robben, H. S. J. (2004). The Impact of Market Orientation, Product Advantage, and Launch Proficiency on New Product Performance and Organizational Performance. Journal of Product Innovation Management, 21(2), 79-94.
24. Li, T., & Calantone, R. J. (1998). The Impact of Market Knowledge Competence on New Product Advantage: Conceptualization and Empirical Examination. Journal of Marketing, 62(4), 13-29.
25. Lukas, B. A. (1999). Strategic type, market orientation, and the balance between adaptability and adaptation. Journal of Business Research, 45, 147-156.
26. Matsuno, K. & Mentzer, J. T. (2000). The Effect of Strategy Type on the Marketing Orientation:Performance Relationship. Journal of Marketing, 64(4), 1-16.
27. Matsuno, K., Mentzer, J. T., & Rentx, J. O. (2000). A Refinement and Validation of MARKOR Scale. Academy of Marketing Science Journal, 28(4), 527-539.
28. Miles, R. E. & Snow, C. C.(1978). Organization Strategies, Structure and Process. N.Y.:McGraw-Hill, Inc.
29. Narver, J. C. & Slater, S. F. (1990). The Effect of A Market Orientation Business Profitability. Journal of Marketing, 54(1), 20-35.
30. Narver, J. C. & Slater, S. F., & MacLachlan, D. L.(2004). Responsive and Proactive Market Orientation and New-Product Success. Journal of Product Innovation Management,21(5), 334-347.
31. Olson, E. M., Walker Jr, O. C., & Ruekert, R. W. (1995). Organizing for Effective New Product Development: The Moderating Role of Product Innovativeness. Journal of Marketing, 59(1), 48-62.
32. Olson, E. M., Slater S. F., & Hult, G. T. M. (2005). The Performance Implications of Fit Among Business Strategy, Marketing Organization Structure, and Strategic Behavior. Journal of marketing, 69, 49-65.
33. Porter, M. E.(1980).Competitive Strategy. N.Y.:Free Press.
34. Porter, M. E.(1985).Competitive Advantage:Creating and Sustaining Superior Performance. N.Y.:Macmillan , Inc.
35. Pattikawa, L. H., Verwaal, E., & Commandeur, H. R. (2006). Understanding New Product Project Performance. European Journal of Marketing, 40(11/12), 1178-1193.
36. Robbins, S. P.(1994). Managemen. N. J.:Prentice Hall Inc.
37. Rue, L. W. & Byars, L. L.(2003). Management, 10rd ed. N. J.:Prentice Hall Inc.
38. Schuler, R., & Jackson, S. (1987). Linking Competitive Strategies with Human Resource Management Practices. The Academy of Management Executive, 1(3), 207-219.
39. Schuler, R. S., Galante, S. P., & Jackson, S. E.(1987). Matching Effective HR Practices with Competitive Strategy. Personnal,64(9).
40. Shapiro, B. P. (1988). What the Hell Is“Market Oriented?”.
Harvard Business Review, 66(6), 119-125.
41. Shortell, S. M., & Zajac, E. J.(1990). Perceptual and Archival Measures of Miles and Snow’s Strategic Types:A Comprehensive Assessment of Reliability & Validity. Academy of Management Journal, 33(4), 817-832.
42. Song, X. M., & Dyer, B. (1997). The Impact of Strategy on Conflict: A Cross-National Comparative Study of U.S. and Japanese Firms. Journal of International Business Studies, 28(3), 467-493.

43. Song, X. M., & Parry, M. E. (1997). The Determinants of Japanese New Product Successes. Journal of Marketing Research, 34(1), 64-76.
44. Song, X. M., Souder, W. E., & Dyer, B. (1997). A Causal Model of the Impact of Skills, Synergy, and Design Sensitivity on New Product Performance. Journal of Product Innovation Management, 14(2), 88-101.
45. Stock, R. M., & Zacharias, N. A. (2013). Two Sides of the Same Coin: How Do Different Dimensions of Product Program Innovativeness Affect Customer Loyalty? . Journal of Product Innovation Management, 30(3), 516-532.
46. Montoya-Weiss, M. M., & Calantone, R. (1994). Determinants of New Product Performance: A Review and Meta-Analysis. Journal of Product Innovation Management, 11(5), 397-417.
47. Vorhies, D. W., & Morgan N. A.(2003). A Configuration Theory Assessment of Marketing Organization Fit with Business Strategy and Its Relationship with Marketing Performance. Journal of marketing, 67, 100-115.
48. Webster, F. E. (1988). The Rediscovery of the Marketing Concept. Business Horizons, 31(3), 29.
指導教授 林明杰 審核日期 2014-7-25
推文 facebook   plurk   twitter   funp   google   live   udn   HD   myshare   reddit   netvibes   friend   youpush   delicious   baidu   
網路書籤 Google bookmarks   del.icio.us   hemidemi   myshare   

若有論文相關問題,請聯絡國立中央大學圖書館推廣服務組 TEL:(03)422-7151轉57407,或E-mail聯絡  - 隱私權政策聲明