Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/21053
標題: The Developing Mechanisms of Marketing Dynamic Capabilities: The Learning Perspective
行銷動態能力發展機制之研究:學習觀點
作者: 周家慧
Chou, Chia-Hui
關鍵字: marketing dynamic capabilities
行銷動態能力
market-based learning
relational learning
learning culture
市場學習
關係學習
學習文化
出版社: 企業管理學系所
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摘要: This dissertation aims to develop the operationalized definition of marketing dynamic capabilities, and to explore the mechanisms by which firms can enhance their marketing dynamic capabilities. Acquiring new customers is as important as retaning current customers for firms. Firms have to enhance their operating efficiency to obtain benefits from current markets while paying attention to long term development; otherwise they may be weeded out due to failing to adapt to the changing environment. Put differently, firms have to possess the capabilities to explore new markets as well as the ones to exploit the current markets. Therefore, this dissertation defines marketing dynamic capabilities as marketing exploration and marketing exploitation capabilities, and draws on the “learning mechanisms-dynamic capabilities-performance” framewoek to establish the research model. According to the dynamic capabilies perspective and the evolutionary economics, learning guides the evolution of dynamic capabilities. Thus, the roles of two learning mechanisms that may contribute to marketing capabilities are investigated; that is, market-based learning and relational learning. Besides, as the relationship between learning and dynamic capabilities may be not lenear, learning culture is incorporated to the framework as the moderator based on the contingency perspective. The sample of this research is 164 manufacturing firms in Taiwan. Empirical results indicate that market-based learning positively influences both markering exploration and marketing exploitation capabilities. Relational learning has no significant effects on the two marketing dynamic capabilities. However, its effect on marketing exploration capability is enhanced by learning culture. Learning culture exhibits different moderating effects on the two learning activities. The stronger the learning culture, the stronger the effect of relational learning on marketing exploration. In contrast, the impacts of market-based learning on both marketing exploration and exploitation capabilities are weaker when learning culture is strong. These results demonstrate that though firms mainly rely on market information to develop marketing dynamic capabilities, they will also value other learning opportunities, such as relational learaning, to acquire knowledge if learning culture is strong. Marketing exploration capability significantly influences market performance. While marketing exploitation capability positively influences both the market performance and financial performance, its influence on market performance is not as strong as marketing exploration capability. This implies that to enhance short term efficiency while simultaneously securing long term development, marketing exploration and marketing exploitation capabilities are both important to firms and should not be ignored. Finally, implications of this research and suggestions for future research are offered.
本研究旨在發展行銷動態能力之概念與操作化方式,並探討增進行銷動態能力之學習機制與其所產生的效果。本研究認為,獲取新顧客與保留原有顧客對組織同樣重要;組織一方面要能提升營運效率,從現存市場獲取利益,另一方面尚須留意長期發展,否則一旦環境變化,組織將因缺乏調適能力而失敗。也就是說,組織須具備探索新市場與應用原有市場的能力。因此,本研究以行銷探索與行銷應用能力來定義行銷動態能力,並基於「學習機制-動態能力-績效」之模式建立研究架構。根據動態能力與演化經濟觀點,學習是動態能力的發展機制,因此本研究以兩種有助於行銷能力的學習活動,即市場學習與關係學習,作為促進行銷動態能力的機制。然而學習活動與動態能力間可能非直線關係。因此,本研究根據情境觀點,在架構中增加學習文化,作為學習機制與行銷動態能力間關係的干擾變數。 本研究實際調查台灣製造業廠商,有效樣本共164份。實證結果顯示,市場學習對行銷探索與行銷應用能力均有顯著的正向影響;關係學習對兩種能力的效果都不顯著,但是受到學習文化的增強。學習文化對兩種學習活動呈現不同的干擾效果;學習文化愈高,關係學習對於行銷探索能力的正向效果愈強,但市場學習對於行銷探索與行銷應用能力的影響反而較弱。此結果顯示,廠商雖主要依賴市場資訊來發展行銷動態能力,但當其具有較高的學習文化時,將不會僅依賴市場學習,而會同時注重其他的學習管道,以取得多樣化的知識,例如透過關係學習來取得夥伴廠商的異質性知識,或與夥伴共創新知識。此外,行銷探索能力顯著影響市場績效,行銷應用能力則對市場績效與財務績效均有顯著影響,但相較於行銷探索能力,其對市場績效的影響較弱,顯示廠商若要兼顧短期效率與長期市場發展,則行銷探索與行銷應用能力均不可忽視。最後,本研究提出理論與實務意涵,以及對未來研究的建議。
URI: http://hdl.handle.net/11455/21053
其他識別: U0005-0308201118303600
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-0308201118303600
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