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標題: 以行銷觀點探討智慧資本
An Investigation on Intellectual Capital - A Marketing Perspective
作者: 林佳蓁
Lin, Chia-Chen
關鍵字: 市場導向;market orientation;內部市場導向;顧客導向;行銷資源;轉化機制;智慧資本;internal market orientation;customer orientation;marketing resources;convert mechanism;intellectual capital
出版社: 企業管理學系所
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This study adopts an investigation on intellectual capital in perspective of marketing. To get the conclusion, we study on the types of marketing resources that marketing orientation including market orientation, internal market orientation, and customer orientation will produce and the procedure of marketing resources transforming to intellectual capital and accumulation. This study focuses on whether convert mechanism helps the accumulation of marketing resources transform into intellectual capital when convert mechanism works as a moderating variable.
The goal of the study is to establish a theory model investigating the interrelationship among marketing orientation, marketing resources, intellectual capital and convert mechanism effectiveness. The study surveys 179 valid copies in Taiwan with the questionnaire method. Then we confirm the research hypothesis with descriptive statistical, t-test, factor analysis, Pearson correlation analysis, multiple regression and structural equation modeling.
In the regression analysis finding, the marketing orientation partially affects the marketing resources. Marketing resources promote accumulating intellectual capital. Convert mechanism has significant moderating effects on marketing resources and intellectual capital while the marketing resources moderate the marketing orientation and intellectual capital.
In the study, the conclusion, interpretation of theories, practical suggestions, limits on research and the directions of future research are based on the result of study.

Keyword: market orientation, internal market orientation, customer orientation, marketing resources, convert mechanism, intellectual capital

其他識別: U0005-0607200610532100
Appears in Collections:企業管理學系所

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