當代行銷觀念新思維：市場導向理論的回顧與評價__臺灣人文及社會科學引文索引資料庫

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題名：	當代行銷觀念新思維：市場導向理論的回顧與評價
書刊名：	管理評論
作者：	魏聖忠
作者(外文)：	Wei, George Sheng-chung
出版日期：	2002
卷期：	21:4
頁次：	頁129-153
主題關鍵詞：	行銷觀念；行銷導向；市場導向；後設理論；Marketing concept；Marketing orientation；Market orientation；Metatheory
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(5) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:0 點閱:29

行銷觀念的作法與思維在1980年代末期已有根本的改變，在Kohli and Jaworski (1990)發表一篇名為「市場導向：建構、研究命題與管理意涵」的市場導向理論建構論文之後，學者們紛紛投入這一新興的研究領域。時至今日，市場導向相關的研究已多達數百篇，並且尚有增加之趨勢，但是最根本的市場導向與傳統的行銷導向之間的差異，仍未見清楚而詳實的區別，關於市場導向的定義雖有某種程度的共識，但尚未有統一通用的定義出現。本文嘗試透過文獻回顧的方式，將現有的市場導向相關研究予以整理分類，藉以一窺市場導向研究十餘年來的發展方向，並試圖透過相關文獻的回顧與探討，找出市場導向與行銷導向兩者之間根本的差別所在，同時，本文亦嘗試對市場導向提供一個整合性的定義架構以利後續相關研究的可比較性。再者，依據Sheth，Gardner，and Garrett (1988)所建議的後設理論評價準則，本文對市場導向理論進行評估，用以評判市場導向理論發展至今是否已經形成一個完整的理論模式。最後，根據本文回顧與探討的結果以及市場導向的發展現況與精神，提出市場導向理論在理論面與管理面可能的意涵與未來研究方向的建議。

以文找文

A substantial change in the way of thinking and doing of the marketing concept was experienced in the late 1980s. It occurred since the devotion of Kohli and Jaworski's paper to the establishment of ”market orientation” theory, which later led numerous scholars to have plunged into the booming research field of market orientation. Constructs, research propositions, and managerial implications regarding this theory were since then introduced and examined. Although hundreds of market orientation related research papers have been presented to date, none of them have clearly illuminated the conceptual difference between ”market orientation” and the ”marketing-oriented” thinking pattern traditionally used to guide marketing practices. Indeed, no unified definition of market orientation is seen in the academic sector while some degree of consensus exists among scholars studying market orientation related issues. To find out the ongoing trend in the research of market orientation, a literature review was conducted to categorize related papers in the stream. Besides, this study also attempted to propose a definition framework of market orientation from an integrated point of view so as to offer a basis for the comparability among future researches, as well as to distinguish the concepts of market orientation and marketing orientation. Furthermore, based on the metatheory criteria proposed by Sheth, Gardner, and Garrett (1988), an evaluation of the market orientation theory was conducted to examine if the theory has matured enough to be a complete theory. Finally, theoretical and managerial implications together with suggestions for future research are discussed as well.

以文找文

期刊論文
1.	Baker, T. L.、Simpson, P. M.、Siguaw, J. A.(1999)。The Impact of Suppliers' Perceptions of Reseller Market Orientation on Key Relationship Constructs。Journal of the Academy of Marketing Science，27(1)，50-57。
2.	Slater, S. F.、Narver, J. C.(1994)。Market Orientation, Customer Value, and Superior Performance。Business Horizons，37(2)，22-28。
3.	Caruana, Albert、Pitt, Leyland、Berthon, Pierre(1999)。Excellence-Market Orientation Link: Some Consequences for Service Firms。Journal of Business Research，44(1)，5-15。
4.	Farrell, M. A.(2000)。Developing a Market-oriented Learning Organization。Australian Journal of Management，25(2)，201-222。
5.	Greenly, G. E.(199503)。Market Orientation and Company Performance: Empirical Evidence From UK Companies。British Journal of Management，6(1)，1-13。
6.	Van Wood, R.、Bhuian, S. N.、Kiecker, P.(2000)。Market Orientation and Organizational Performance in Not-for-profit Hospitals。Journal of Business Research，48(3)，213-226。
7.	Subramanian, Ram、Gopalakrishan, Pradeep(2001)。The market orientation-performance relationship in the context of a developing economy an empirical analysis。Journal of Business Research，53(1)，1-13。
8.	Day, G. S.、Nedungadi, P.(1994)。Managerial Representat ions of Competitive Advantage。Journal of Marketing，58(2)，31-44。
9.	Dawes, John(2000)。Market Orientation and Company Profitability: Further Evidence Incorporating Longitudinal Data。Australian Journal of Management，25(2)，173-199。
10.	Vorhies, Douglas W.、Harker, Michael(2000)。The Capabilities and Performance Advantages of Market-Driven Firms: An Empirical Investigation。Australian Journal of Management，25(2)，145-171。
11.	Wren, B. M.、Souder, W. E.、Berkowitz, D.(2000)。Market Orientation and New Product Development in Global Industrial Firms。Industrial Marketing Management，29(6)，601-611。
12.	Langerak, F.(2001)。The relationship between customer and supplier perceptions of the manufacturer's market orientation and its business performance。International Journal of Market Research，43(1)，43-62。
13.	Sinkula, J. M.、Baker, W. E.、Noordewier, T. A.(1997)。A Framework for Market-Based Organizational Learning: Linking Values, Knowledge, and Behavior。Journal of the Academy of Marketing Science，25(4)，305-318。
14.	Appiah-Adu, K.、Ranchhod, A.(1998)。Market orientation and performance in the biotechnology industry: An exploratory empirical analysis。Technology Analysis and Strategic Management，10(2)，197-210。
15.	Hult, G. Tomas M.、Ketchen, D. J. Jr.(2001)。Does Market Orientation Matter? A Test of the Relationship between Positional Advantage and Performance。Strategic Management Journal，22(9)，899-906。
16.	Pelham, A. M.(1999)。Influence of Environment, Strategy, and Market Orientation on Performance in Small Manufacturing Firms。Journal of Business Research，45(1)，33-46。
17.	Ruekert, R. W.(1992)。Developing a market orientation: an organizational strategy perspective。International Journal of Research in Marketing，9(3)，225-245。
18.	Lukas, Bryan A.、Ferrell, O. C.(2000)。The Effect of Market Orientation on Product Innovation。Journal of the Academy of Marketing Science，28(2)，239-247。
19.	Slater, Stanley F.、Narver, John C.(2000)。The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication。Journal of Business Research，48(1)，69-73。
20.	Pelham, Alfred M.(1997)。Mediating Influences on the Relationship between Market Orientation and Profitability in Small Industrial Firms。Journal of Marketing Theory and Practice，5(3)，55-76。
21.	Slater, Stanley F.、Narver, John C.(1995)。Market orientation and learning organization。Journal of Marketing，59(3)，63-74。
22.	Bhuian, S. N.(1998)。An empirical examination of market orientation in Saudi Arabian manufacturing companies。Journal of Business Research，43(1)，13-25。
23.	Pelham, Alfred M.、Wilson, David T.(1996)。A Longitudinal Study of the Impact of Market Structure, Firm Structure, Strategy, and Market Orientation Culture on Dimensions of Small-Firm Performance。Journal of the Academy of Marketing Science，24(1)，27-43。
24.	Webster, F. E. Jr.(1988)。The rediscovery of the marketing concept。Business Horizons，31(3)，29-39。
25.	Steinman, C.、Deshpande, R.、Farley, J. U.(2000)。Beyond Market Orientation: When Customers and Suppliers Disagree。Journal of the Academy of Marketing Science，28(1)，109-119。
26.	Houston, F. S.(198604)。The marketing concept: what it is and what it is not。Journal of Marketing，50(2)，81-97。
27.	Lukas, B. A.(1999)。Strategic type, market orientation, and the balance between adaptability and adaptation。Journal of Business Research，45(2)，147-156。
28.	Kumar, Kamalesh、Subramanian, Ram、Yauger, Charles(1998)。Examining the Market Orientation-performance Relationship: A Context-specific Study。Journal of Management，24(2)，201-233。
29.	Horng, Shun-Ching、Chen, Arthur Cheng-Hsui(1998)。Market Orientation of Small and Medium-Sized Firms in Taiwan。Journal of Small Business Management，36(3)，79-85。
30.	Day, George S.、Wensley, Robin(1988)。Assessing Advantage: A Framework for Diagnosing Competitive Superiority。Journal of Marketing，52(2)，1-20。
31.	Matsuno, Ken、Mentzer, John T.、Rentz, Joseph O.(2000)。A refinement and validation of the MARKOR scale。Journal of the Academy of Marketing Science，28(4)，527-539。
32.	Shapiro, B. P.(198811)。What the Hell is Market Oriented?。Harvard Business Review，66(6)，119-125。
33.	Kotler, Philip(1986)。Megamarketing。Harvard Business Review，64(2)，117-124。
34.	Siguaw, Judy A.、Brown, Gene、Widing, Robert E.(1994)。The Influence of the Market Orientation of the Firm on Sales Force Behavior and Attitudes。Journal of Marketing Research，31(1)，106-116。
35.	Slater, Stanley F.、Narver, John C.(1994)。Does competitive environment moderate the market orientation-performance relationship?。Journal of Marketing，58(1)，46-55。
36.	Wrenn, B.(1997)。The market orientation construct: Measurement and scaling issues。Journal of Marketing Theory and Practice，5(3)，31-54。
37.	Grewal, R.、Tansuhaj, P.(2001)。Building organizational capabilities for managing economic crisis: the role of market orientation and strategic flexibility。Journal of Marketing，65(2)，67-80。
38.	Han, Jin K.、Kim, Namwoon、Srivastava, Rajendra K.(1998)。Market Orientation and Organizational Performance: Is Innovation a Missing Link?。Journal of Marketing，62(4)，30-45。
39.	Siguaw, Judy A.、Simpson, Penny M.、Baker, Thomas L.(1998)。Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship: The Distributor Perspective。Journal of Marketing，62(3)，99-111。
40.	Kohli, Ajay K.、Jaworski, Bernard J.(1990)。Market Orientation: The Construct, Research Propositions, and Managerial Implications。Journal of Marketing，54(2)，1-18。
41.	Hurley, R. F.、Hult, G. T. M.(1998)。Innovation, market orientation, and organizational learning: an integration and empirical examination。Journal of Marketing，62(3)，42-54。
42.	Baker, William E.、Sinkula, James M.(1999)。The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance。Journal of the Academy of Marketing Science，27(4)，411-427。
43.	Day, George S.(1994)。The Capabilities of Market-Driven Organizations。Journal of Marketing，58(4)，37-52。
44.	Conduit, Jodie、Mavondo, Felix T.(2001)。How critical is internal customer orientation to market orientation?。Journal of Business Research，51(1)，11-24。
45.	Kohli, Ajay K.、Jaworski, Bernard J.、Kumar, Ajith(1993)。MARKOR: A Measure of Market Orientation。Journal of Marketing Research，30(4)，467-477。
46.	Kotler, Philip、Levy, Sidney J.(1969)。Broadening the Concept of Marketing。Journal of Marketing，33(1)，10-15。
47.	Jaworski, Bernard J.、Kohli, Ajay K.(1993)。Market Orientation: Antecedents and Consequences。Journal of Marketing，57(3)，53-70。
48.	Deshpandé, Rohit、Farley, John U.、Webster, Frederick E. Jr.(1993)。Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis。Journal of Marketing，57(1)，23-37。
49.	Matsuno, Ken J.、Mentzer, John T.(2000)。The effects of strategy type on the market orientation-performance relationship。Journal of marketing，64(4)，1-16。
50.	Narver, John C.、Slater, Stanley F.(1990)。The Effect of a Market Orientation on Business Profitability。Journal of Marketing，54(4)，20-35。
51.	Hunt, Shelby D.、Morgan, Robert M.(1995)。The Comparative Advantage Theory of Competition。Journal of Marketing，59(2)，1-15。
52.	Farrell, M. A.、Oczkowski, E.(1998)。Discriminating Between Measurement Scales Using Non-nested Tests and Two-stage Least Squares Estimators: The Case of Market Orientation。International Journal of Research in Marketing，15(4)，349-366。
53.	Burchill, G.、Fine, C. H.(1997)。Time versus Market Orientation in Product Concept Development: Empirically-Based Theory Generation。Management Science，43(4)，465-478。
54.	Appiah-Adu, K.(1997)。Market Orientation and Performance: Do the Finding Established in Large Firms Hold in the Small Business Sector?。Journal of Euromarketing，6(3)，1-26。
55.	Weinstein, A.、Barrett, H.(1999)。The Effect of Market Orientation and Organizational Flexibility on Corporate Entrepreneurship。Entrepreneurship Theory and Practice，23(1)，57-70。
56.	Bhuian, S. N.、Abdul-Gader, A.(1997)。Market Orientation in the Hospital Industry。Marketing Health Services，38(Winter)，37-45。
57.	Caruana, A.、Ramaseshan, B.、Ewing, M. T.(1999)。Market Orientation and Performance in the Public Sector: The Role of Organizational Commitment。Journal of Global Marketing，12(3)，59-79。
58.	Deshpandé, R.、Farley, J. U.(1999)。Executive Insights: Corporate Culture and Market Orientation: Comparing Indian and Japanese Firms。Journal of International Marketing，7(4)，111-127。
59.	O'Connor, Stephen J.、Trinh, Hanh Q.、Van Egeren, M.(1999)。The Influence of Top Management Team and External Environmental Characteristics on Market Orientation and Performance in Service Firms: A Test and Refinement of a Causal Model。Journal of Professional Services Marketing，20(1)，5-22。
60.	Greenley, G. E.(1995)。Forms of Market Orientation in UK Companies。Journal of Management Studies，32(1)，47-66。
61.	Hampton, G. M.、McQuitty, S.、Hampton, D. L.(2000)。Market Orientation and Professionalism: The Case of Nurse-Midwives。Health Marketing Quarterly，17(4)，77-93。
62.	Harris, L. C.(1999)。Barriers to Developing Market Orientation。Journal of Applied Management Studies，8(1)，85-101。
63.	Keith, R. J.(1960)。The Marketing Revolution。Journal of Marketing，24，35-38。
64.	Kumar, K.、Subramanian, R.(2000)。Navigating the External Environment Through a Market Orientation。SAM Advanced Management Journal，65(Winter)，16-30。
65.	Lado, N.、Rivera, J.(1998)。Are there Different Forms of Market Orientation? A Comparative Analysis of Spain and Belgium。International Journal of Management，15(4)，454-462。
66.	Levy, S. J.、Kotler, P.(1969)。Beyond Marketing: The Furthering Concept。California Management Review，12(2)，67-73。
67.	Liu, Hong(1996)。Patterns of Market Orientation in UK Manufacturing Companies。Journal of Euromarketing，5(2)，77-100。
68.	Martin, J. H.、Martin, B. A.、Grbac, B.(1998)。Employee Involvement and Market Orientation in a Transition Economy: Importance, Problems, and a Solution。Journal of Managerial Issues，10(4)，485-502。
69.	Mavondo, F. T.、Farrell, M. A.(2000)。Measuring Market Orientation: Are There Differences Between Business Marketers and Consumer Marketers?。Australian Journal of Management，25(2)，223-244。
70.	Menguc, B.(1996)。The Influence of the Market Orientation of the Firm on Sales Force Behavior and Attitudes: Further Empirical Results。International Journal of Research in Marketing，13(3)，277-291。
71.	Pelham, A. M.(2000)。Market Orientation and Other Potential Influences on Performance in Small and Median-Sized Manufacturing Firms。Journal of Small Business Management，38(1)，48-67。
72.	Pulendran, S.、Speed, R.、Widing, R. E. II(2000)。The Antecedents and Consequences of Market Orientation in Australia。Australian Journal of Management，25(2)，119-143。
73.	Raju, P. S.、Lonial, S. C.(2001)。The Impact of Quality Context and Market Orientation on Organizational Performance in a Service Environment。Journal of Service Research，4(2)，140-154。
74.	Raju, P. S.、Lonial, S. C.、Gupta, Y. P.(1995)。Market Orientation and Performance in the Hospital Industry。Journal of Health Care Marketing，15(4)，34-41。
75.	Rexha, N.i、Kirk-Burnnand, T.、Ramaseshan, B.(2000)。The Impact of Technically Focused Values on Market Orientation of Professional Service Firms。Journal of Professional Services Marketing，21(1)，45-61。
76.	Stone, G. W.、Wakefield, K. L.(2000)。Eco-orientation: An Extension of Market Orientation in an Environmental Context。Journal of Marketing Theory and Practice，8(Summer)，21-31。
77.	Tadepalli, R.、Avila, R. A.(1999)。Market Orientation and the Marketing Strategy Process。Journal of Marketing Theory and Practice，7(2)，69-82。

學位論文
1.	Pelham, Alfred M.(1993)。Mediating and Moderating Influences on the Relationship Between Market Orientation and Performance，0。

圖書
1.	Sheth, J. N.、Gardner, D. N.、Garrett, D. E.(1988)。Marketing Theory: Evolution and Evaluation。New York：John Wiley & Son。
2.	Argyris, Chris、Schon, Donald A.(1978)。Organizational Learning: A Theory of Action Perspective。Addison-Wesley Publishing Company。
3.	Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。
4.	Drucker, Peter F.(1954)。The Practice of Management。Harper。
5.	Porter, Michael E.(1980)。Competitive Strategy: Techniques for Analyzing Industries and Competitors。Free Press。
6.	Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。
7.	Albrecht, William P., Jr.(1986)。Economics。Economics。Englewood Cliffs, NJ。
8.	Deshpandé, Rohit、Farley, John U.(1999)。Understanding Market Orientation: A Prospectively Designed Meta-Analysis of Three Market Orientation Scales。Developing a Market Orientation。Thousand Oaks, CA。

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