組織間關係、國際市場導向與海外績效間非線性關係探討：國際化程度與學習導向之干擾效果

The Non-Linear Relationship between Inter-Organizational Relationship, Overseas Market Orientation and Overseas Performance: Moderations of Internationalization Degree and Learning Orientation

製造商該如何與海外市場通路夥伴建立良好關係，並取得國際貿易知識，為國際化廠商營運的重要議題。國際化廠商經營國際市場的過程中，最顯為使用的工具係屬國際市場導向行為。鑑此，本研究將以關係觀點（Relational View）切入，提出廠商國際市場導向行為將受到組織間關係正向且直接的影響，進而反映在國際市場導向與績效間的非線性（倒U型）關係，並加入國際化程度與學習導向作為干擾變數。 The establishment of good relations with overseas business partners and gaining knowledge of international trade is essential for firms participating in business. In the process of international marketing of internationalized firm, the most notable method is overseas market-oriented behavior. This study regards the relational view as the hitting point and proposes that the overseas market-oriented behavior will be directly influenced by the relation of organizations, which is reflected in the nonlinear relation (inverted U-shape) between overseas market orientation and performance. Degree of internationalization and learning orientation were also included as moderators.

The establishment of good relations with overseas business partners and gaining knowledge of international trade is essential for firms participating in business. In the process of international marketing of internationalized firm, the most notable method is overseas market-oriented behavior. This study regards the relational view as the hitting point and proposes that the overseas market-oriented behavior will be directly influenced by the relation of organizations, which is reflected in the nonlinear relation (inverted U-shape) between overseas market orientation and performance. Degree of internationalization and learning orientation were also included as moderators.