行銷能力之建構對市場績效之影響：臺灣廠商之實證研究_

:::

詳目顯示

第 1 筆 / 總合 1 筆

/1頁

來源文獻資料
摘要
外文摘要
引文資料

題名：	行銷能力之建構對市場績效之影響：臺灣廠商之實證研究
書刊名：	行銷評論
作者：	黃延聰
作者(外文)：	Huang, Yen-tsung
出版日期：	2008
卷期：	5:4
頁次：	頁539-574
主題關鍵詞：	行銷能力；行銷知識管理；行銷策略積極度；Marketing capability；Marketing knowledge management；The aggressiveness of marketing strategy
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:23

在從策略觀點來看，廠商的行銷策略將決定市場績效。但近年來資源與能力基礎觀點興起，行銷領域也開始重視行銷能力或市場資產對市場績效的影響，以及廠商如何建構行銷能力。本研究提出一個整合理論模型，試圖探討行銷策略、行銷知識管理、行銷能力與市場績效之間的關係。藉由問卷調查法，蒐集了113 家臺灣廠商樣本資料，並利用LISREL 統計方法，進行理論模型的量化實證。實證結果顯示，廠商的行銷策略積極度與行銷能力對於市場績效，皆有正面顯著的影響。同時，廠商對於市場的學習或行銷知識的管理，將有助於建構行銷能力；而廠商的行銷知識管理活動也會受到行銷策略積極度的影響。

以文找文

Based strategic perspective, firms’ marketing strategy will determine their market performance. Due to the rise of resource and capability-based view in recent years, many scholars and practicers began to pay attention to the nature of marketing capabilities or market assets and concerned that how firms can build marketing resources and capabilities. This research proposed an integrated model to explain the relationships among marketing strategy, marketing knowledge management, marketing capability and market performance. Collecting 113 samples of Taiwanese firms by survey, this study statistically tested this model by LISREL approach. The empirical evidences have the following conclusions. The aggressive of the firms’ marketing strategy and the intensity of the firms’ marketing capability both will affect marketing performance of the firms. The market-based learning or marketing knowledge management will contribute to marketing capability building of the firm and marketing knowledge management will be influenced by the aggressiveness of marketing strategy of the firm.

以文找文

期刊論文
1.	Day, G. S.(1994)。Continuous Learning about Market。California Management Review，36(4)，9-31。
2.	Hooley, G. J.、Lynch, J. E.、Jobber, D.(1992)。Generic Marketing Strategies。International Journal of Research in Marketing，9(1)，75-89。
3.	Morgan, R. E.(2004)。Market-Based Organizational Learning--Theoretical Reflections and Conceptual Insights。Journal of Marketing Management，20(1/2)，67-103。
4.	Schlegelmilch, B. B.、Penz, E.(2002)。Knowledge Management in Marketing。The Marketing Review，3(1)，5-19。
5.	Hooley, G.、Fahy, J.、Cox, T.、Beracs, J.、Fonfara, K.、Snoj, B.(1999)。Marketing Capabilities and Firm Performance: A Hierarchical Model。Journal of Market Focused Managemen，4(3)，259-278。
6.	Srivastava, P. K.、Fahey, L.、Christensen, H. K.(2001)。The Resource-Based View and Marketing: The Role of Market-Based Assets in Gaining Competitive Advantage。Journal of Management，27(6)，777-802。
7.	Varadarajan, P. R.、Clark, T.(1994)。Delineating the Scope of Corporate, Business, and Marketing Strategy。Journal of Business Research，31(2)，93-105。
8.	Vorhies, D. W.、Harker, M.、Rao, C. P.(1999)。The Capabilities and Performance Advantages of Market-Driven Firms。European Journal of Marketing，33(11/12)，1171-1202。
9.	McDaniel, S. W.、Kolari, J. W.(1987)。Marketing Strategy Implications of the Mile and Snow Strategic Typology。Journal of Marketing，51(4)，19-30。
10.	Brockhoff, F. K.、Pearson, A.(1992)。Technical and Marketing Aggressiveness and the Effectiveness of Research and Development。IEEE Transaction on Engineering Management，39(4)，318-324。
11.	Srivastava, Rajendra K.、Shervani, Tasadduq A.、Fahey, Liam(19990101)。Marketing, business processes, and shareholder value: An organizationally embedded view of marketing activities and the discipline of marketing。Journal of Marketing，63(4)，168-179。
12.	Zack, Michael H.(1999)。Developing a knowledge strategy。California Management Review，41(3)，125-145。
13.	Slater, Stanely F.、Olson, Eric M.(2001)。Marketing's Contribution to the Implementation of Business Strategy: An Empirical Analysis。Strategic Management Journal，22(11)，1055-1067。
14.	Morgan, Robert M.、Hunt, Shelby D.(1996)。The Resource-Advantage Theory of Competition: Dynamics, Path Dependencies, and Evolutionary Dimensions。Journal of Marketing，60(4)，107-114。
15.	Steenkamp, Jan-Benedict E. M.、Van Trijp, Hans C. M.(1991)。The use of LISREL in validating marketing constructs。International Journal of Research in Marketing，8(4)，283-299。
16.	Bentler, P. M.(1990)。Comparative fit indexes in structure models。Psychological Bulletin，107(2)，238-246。
17.	Hedlund, Gunnar(1994)。A model of Knowledge Management and the N-Form Corporation。Strategic Management Journal，15(Special Issue)，73-90。
18.	Simonin, B. L.(1999)。Transfer of Marketing Know-how in International Strategic Alliances: An Empirical Investigation of the Role and Antecedents of Knowledge Ambiguity。Journal of International Business Studies，30(3)，463-490。
19.	Bentler, P. M.、Bonett, D. G.(1980)。Significance test and goodness of fit in the analysis of covariance structures。Psychological Bulletin，88(3)，588-606。
20.	Kohli, Ajay K.、Jaworski, Bernard J.(1990)。Market Orientation: The Construct, Research Propositions, and Managerial Implications。Journal of Marketing，54(2)，1-18。
21.	Sinkula, James M.(1994)。Market Information Processing and Organizational Learning。Journal of Marketing，58(1)，35-45。
22.	Reed, Richard、Defillippi, Robert J.(1990)。Causal Ambiguity, Barriers to Imitation, and Sustainable Competitive Advantage。Academy of Management Review，15(1)，88-102。
23.	Bagozzi, Richard P.、Phillips, Lynn W.(1982)。Representing and Testing Organizational Theories: A Holistic Construal。Administrative Science Quarterly，27(3)，459-489。
24.	Covin, Jeffrey G.、Slevin, Dennis P.(1991)。A Conceptual Model of Entrepreneurship as Firm Behavior。Entrepreneurship Theory and Practice，16(1)，7-26。
25.	Day, George S.(1994)。The Capabilities of Market-Driven Organizations。Journal of Marketing，58(4)，37-52。
26.	Prahalad, Coimbatore K.、Hamel, Gary(1990)。The core competence of the corporation。Harvard Business Review，68(3)，79-91。
27.	Srivastava, Rajendra K.、Fahey, Liam、Shervani, Tasadduq A.(1998)。Market-based assets and shareholder value: A framework for analysis。Journal of Marketing，62(1)，2-18。
28.	Wheaton, Blair(1987)。Assessment of Fit in Overidentified Models with Latent Variables。Sociological Methods & Research，16(1)，118-154。
29.	Nonaka, Ikujiro(1994)。A Dynamic Theory of Organizational Knowledge Creation。Organization Science，5(1)，14-37。
30.	Crossan, Mary M.、Lane, Henry W.、White, Rodrick E.(1999)。An organizational learning framework: From intuition to institution。Academy of Management Review，24(3)，522-537。
31.	Anderson, James C.、Gerbing, David W.(1988)。Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach。Psychological Bulletin，103(3)，411-423。
32.	Huber, George P.(1991)。Organizational Learning: The Contributing Processes and the Literatures。Organization Science，2(1)，88-115。
33.	Jaworski, Bernard J.、Kohli, Ajay K.(1993)。Market Orientation: Antecedents and Consequences。Journal of Marketing，57(3)，53-70。
34.	Slater, Stanley F.、Narver, John C.(1995)。Market Orientation and the Learning Organization。Journal of Marketing，59(3)，63-74。
35.	Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。
36.	Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。
37.	Fiol, C. Marlene、Lyles, Marjorie A.(1985)。Organizational learning。Academy of Management Review，10(4)，803-813。
38.	Hu, Li-tze、Bentler, Peter M.(1999)。Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives。Structural Equation Modeling: A Multidisciplinary Journal，6(1)，1-55。
39.	MacCallum, Robert C.、Browne, Michael W.、Sugawara, Hazuki M.(1996)。Power analysis and determination of sample size for covariance structure modeling。Psychological Methods，1(2)，130-149。
40.	Churchill, Gilbert A. Jr.(1979)。A paradigm for developing better measures of marketing constructs。Journal of Marketing Research，16(1)，64-73。
41.	Grant, Robert M.(1991)。The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation。California Management Review，33(3)，114-135。
42.	Mulaik, Stanley A.、James, Larry R.、van Alstine, Judith、Bennett, Nathan、Lind, Sherri、Stilwell, C. Dean(1989)。Evaluation of Goodness-of-Fit Indices for Structural Equation Models。Psychological Bulletin，105(3)，430-445。
43.	Lumpkin, G. T.、Dess, Gregory G.(1996)。Clarifying the Entrepreneurial Orientation Construct and Linking It to Performance。Academy of Management Review，21(1)，135-172。
44.	Hunt, Shelby D.、Morgan, Robert M.(1995)。The Comparative Advantage Theory of Competition。Journal of Marketing，59(2)，1-15。
45.	Barney, Jay B.(1991)。Firm Resources and Sustained Competitive Advantage。Journal of Management，17(1)，99-120。

圖書
1.	Leonard-Barton, Dorothy(1995)。Well springs of Knowledge: Building and Sustaining the Sources of Innovation。Harvard Business School Press。
2.	Buzzell, Robert D.、Gale, Bradley T.(1987)。The PIMS principles: Linking strategy to performance。New York：Free Press。
3.	Day, George S.(1990)。Market driven strategy: processes for creating value。Free Press。
4.	Kotler, Philip J.(1991)。Marketing Management: analysis, Planning, Implementation and Control。Prentice-Hall。
5.	Nonaka, Ikujiro、Takeuchi, Hirotaka(1995)。The knowledge-creating company: How Japanese companies create the dynamics of innovation。Oxford University Press。
6.	Diamantopoulos, Adamantios、Siguaw, Judy A.(2000)。Introducing LISREL: A Guide for the Uninitiated。Sage。
7.	Porter, Michael E.(1980)。Competitive Strategy: Techniques for Analyzing Industries and Competitors。Free Press。
8.	Jöreskog, Karl G.、Sörbom, Dag(1996)。LISREL 8: User's Reference Guide。Scientific Software International, Inc.。
9.	Miles, Raymond E.、Snow, Charles C.(1978)。Organizational Strategy, Structure, and Process。McGraw-Hill。

圖書論文
1.	Hedlund, G.、Nonaka, I.(1993)。Models of Knowledge Management in the West and Japan。Implementing Strategic Processes, Change, Learning, and Cooperation。Blackwell Publishers。
2.	Carmines, E. G.、Mclver, J. P.(1981)。Analyzing Models with Observable Variables。Social Measurement: Current Issues。Beverly Hills：Sage。
3.	Helleloid, D.、Simonin, B.(1994)。Organizational Learning and a firm's core competence。Competence-based competition。New York：John Wiley & Sons。
4.	Bagozzi, R. P.、Baumgartner, H.(1994)。The evaluation of structural equation models and hypothesis testing。Principles of Marketing Research。Cambridge, MA：Blackwell Publishers。
5.	Browne, Michael W.、Cudeck, Robert(1993)。Alternative ways of assessing model fit。Testing Structural Equation Models。Sage。

推文
推薦
引用網址
引用嵌入語法
轉寄

top

:::

相關期刊
相關論文
相關專書
相關著作
熱門點閱

無相關期刊論文

無相關博士論文

無相關書籍

無相關著作

1.	國外市場品牌行銷策略與績效：臺灣製造業之實證研究
2.	內部品牌化：臺灣國際品牌廠商之研究
3.	策略聯盟夥伴配適的管理：臺灣廠商之實證研究

QR Code

臺灣人文及社會科學引文索引資料庫系統

詳目顯示

臺灣人文及社會科學引文索引資料庫