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題名:市場導向的文化與綠色創新採行之關聯性:以知覺自然環境不確定性為調節變項
書刊名:交大管理學報
作者:黃義俊 引用關係
作者(外文):Huang, Yi-chun
出版日期:2003
卷期:23:2
頁次:頁147-185
主題關鍵詞:市場導向的文化綠色技術創新的採行知覺自然環境不確定性綠色管理創新的採行Market-orientated culturePerceived natural environmental uncertaintyThe adoption of green technical innovation and the adoption of green administrative innovation
原始連結:連回原系統網址new window
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本研究採用Narver and Slater (1990)的觀念將市場導向的文化分為顧客導向、競爭者導向與跨部門協調等三個構面;在知覺自然環境不確定性方面,本研究採用Lewis and Harrey (2001)多構面的看法;在綠色創新的採行方面,分為綠色技術創新的採行和綠色管理創新的採行。實證南臺灣2000大製造業中,紡織、造紙與印刷、石化、鋼鐵、電子、資訊與通訊,其綠色創新的採行與市場導向的文化之相關性、影響程度與差異性。 在180個有效樣本中,研究發現:綠色技術創新與綠色管理創新的採行與顧客導向、競爭者導向與跨部門協調呈顯著正相關。至於影響程度,在綠色技術創新的採行方面,競爭者導向的影響程度較大;綠色管理創新的採行方面,競爭者導向的影像程度較大;高成長的產業其技術創新與綠色管理創新的採行越多。在差異性方面,不同產業間其綠色技術創新與綠色管理創新的採行有顯著性差異,一般而言,資訊與通訊業以及電子業均高於其他產業。經理人知覺環境不確定性,可以強化市場導向的文化與綠色創新的採行之關係。
This research applies the concept of Narver and Slater (1990) that divides the market-orientated culture into customer orientation, competitor orientation and interfunctional coordination. In respect of the perceived natural environmental uncertainty, this research adopts the multi-dimensional perspective of Lewis and Harrey (2001). Meanwhile, this research divides the adoption of green innovation into the adoption of green technical innovation and the adoption of green administrative innovation. This paper use the empirical research to verify the relationship, extent and difference between the adoption of green innovation and the market-orientated culture by perceived natural environmental uncertainty as moderating variable in top 2000 manufacturing firms for six industries in Southern Taiwan. From 180 effective samples, our empirical results indicate that the adoption of green technical and administrative innovation have apparently positive correlation with market-orientated culture- customer orientation, competitor orientation and interfunctional coordination. In respect of the influenced extent, the more influence under the competitor orientation have, the more practices on the adoption of green technical innovation will take. The more influence under the competitor orientation have, the more practices on the adoption of green administrative innovation will take. With regard to the adoption of green innovation, there are significant differences on different industries. Industry has the more high growth rate, the more practices on the adoption of green innovation will take. Generally speaking, electronics, information and telecommunication industries than textile industry have more practices on the adoption of green technical and administrative innovation. Managers perceive environmental uncertainty will moderate the effect between market-orientated culture and the adoption of green innovation.
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