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題名:行銷能力與組織績效之動態關聯探討
作者:張彥偉
作者(外文):Chang, Yen-Wei
校院名稱:國立交通大學
系所名稱:經營管理研究所
指導教授:丁承
學位類別:博士
出版日期:2021
主題關鍵詞:行銷能力組織績效資料包絡分析法成長模型Marketing CapabilitiesFirm PerformanceData Envelopment AnalysisGrowth Modeling
原始連結:連回原系統網址new window
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本研究結合資料包絡分析法(Data Envelopment Analysis)及成長模型(Growth Modeling)捕捉行銷能力隨時間變化之趨勢。接著,我們以S&P500之企業為樣本,實證行銷能力與組織績效之動態關聯(即行銷能力隨間變化之趨勢與組織績效隨時間變化之趨勢的關聯)。結果顯示,行銷能力與組織績效具有顯著正向之動態關聯。此外,產業類別對該動態關聯具有顯著之調節效果,行銷能力與組織績效之正向關聯,在製造業顯著,但服務業則不顯著。本研究對行銷能力相關理論及行銷實務有所貢獻,一併於文中討論。
This study examined the dynamic relationship between marketing capabilities and firm performance (the relationship between the change in marketing capabilities over time and the change in firm performance over time) and the moderating effect of industry type on the dynamic relationship. A three-step approach was proposed to facilitate analysis. In the first step, DEA was used to measure marketing capabilities. In the second step, growth modeling with the case-by-case approach was used to obtain the estimates of the slope of the linear growth trajectory. In the third step, the moderated regression analysis was conducted to test for the research hypotheses regarding dynamic relationship. The results, based on a sample of 392 firms from S&P500, indicated that there existed a positive dynamic relationship between marketing capabilities and firm performance and the relationship was moderated by industry type. The positive dynamic relationship existed for manufacturing firms but not for service firms. Some practical implications were discussed. This work contributes to the literature on marketing capabilities.
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