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標題: 內部市場導向對外部市場能力與公司績效的影響-以學習導向為調節變數
The impacts of internal market orientation on external market capability and firm's performance: moderating effect of learning orientation
作者: 施韋竹
Shih, Wei-Chu
關鍵字: internal market orientation;內部市場導向;learning orientation;external market capability;學習導向;外部市場能力
出版社: 企業管理學系所
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In the field of service marketing, balancing internal and external market have been a critical management issue in pursuing service quality excellence.The objective of internal market orientation (IMO) is to more effectively facilitate the activities of internal marketing effectively and hence motivate employee to create value for the company through service excellence. However, in the field of the strategic marketing, competence /capability-based view is used to illustrate the implementation of marketing-related activities. Day(1994) proposed the concept of marketing capability (external market capability) that describes the integration of knowledge, skills and physical resources in a company. Through this integrated process, all the marketing input would be transformed into real output. Organizational learning is regarded as a source of sustainable competitive advantage of the company. Furthermore, Organizational learning theory derives the concept of learning orientation to navigate learning activities in company.

Reviewing past literatures on external market capability, we find that most researches are limited to conceptual contribution, rarely examine benefits of external market capability that brings to company empirically. This article use Taiwanese service industry data to empirically examine (1)whether executing IMO would aid the development of external market capability?(2) whether learning orientation(LO) plays a role of catalyst in the development of external market capability?(3) whether positive relationship exist between external market capability and company's performance.

From the results of this research, we can conclude that (1)IMO definitely contribute to the formation of external market capability (2) LO have enforcing effect on the development of external market capability (3) External market capability simultaneously improve the financial, market and innovative performance of corporation.



其他識別: U0005-1507200814134100
Appears in Collections:企業管理學系所

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