市場導向、創新能力、行銷能力與經營績效

Market Orientation, Innovation Capability, Marketing Capability and Business Performance

近來，實證支持市場導向與創新能力能提升組織競爭力。但鮮少對行銷能力進一步探討，包括與創新能力的關聯性。市場導向與經營績效的議題雖常出現管理與行銷文獻，因缺乏完整架構而簡化環境對組織影響，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。在終身學習及回流教育普及下，大學推廣及企業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。本研究選取358份大學推廣及服務業樣本，以結構化方程式進行理論模型驗證。結果發現：市場導向能影響創新與行銷能力；行銷能力能激發創新能力；外部行銷能力對整體經營績效影響力要優於創新能力。

Recent empirical studies have supported that market orientation and innovation capability are conducive to organizational competitiveness. However, prior studies have not focused on marketing capability in contrast to innovation capability and the causality between them. Management and marketing literature has focused on issues related to market orientation-business performance relationship; most of these studies are subject to simplified environmental effects upon an organization for lacking complete system architecture. Integration of theory and a model modification considering an organization's capabilities or contextual factors to reduce inference biases is necessary and complementary with life-long learning and recurrent education in Taiwan, university continuing education and corporate training have become two major channels providing appropriate courses to meet individual's learning needs. Accordingly, organizations have to pay more attention to integrate internal resources effectively, thereby differentiating customer value. This study proposes a research hypotheses and the LISREL model to investigate the sample based on 358 respondents from both universities/colleges, and services. The empirical findings of this study suggest that the stronger capabilities of marketing and innovation have an association with the level of market orientation; marketing capabilities may inspire innovation capabilities; and external marketing capabilities will outpace innovation capabilities to dominate business performance.