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題名:行銷知識管理能力、行銷團隊知識創造能力、行銷創新與市場績效關係之研究
作者:梁文科 引用關係
作者(外文):Wen-Ko Liang
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
指導教授:吳學良
蔡明田
學位類別:博士
出版日期:2006
主題關鍵詞:市場績效行銷創新行銷知識管理能力行銷團隊知識創造能力marketing innovationmarketing team knowledge creation capabilitymarketing knowledge management capabilitymarket performance
原始連結:連回原系統網址new window
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過去文獻對於行銷知識管理影響行銷創新或市場績效的研究,大多偏重在組織或個人層面的探討。但是有許多學者認為組織的知識創造植基於個人間的知識移轉,但個人間的知識移轉又與組織所提供的環境有莫大的關係,這也隱含著影響企業行銷創新或市場績效的因素是包含了組織和個人層面的因素,因此本研究根據過去相關理論文獻的探討,提出一個包含個人、團隊和組織層面的理論模式,藉此驗證行銷知識管理能力與行銷團隊知識創造能力影響行銷創新或市場績效的相關聯性。
基於上述研究目的,本研究針對165家廠商共330位行銷業務人員進行線性結構關係模式(LISREL)的實證研究。結果發現:1. 企業的知識管理基礎與環境不確定性皆會對行銷知識管理能力與行銷團隊知識創造能力產生正面的影響,即企業的知識管理基礎愈健全、環境不確定性愈高則行銷知識管理能力與行銷團隊知識創造能力會愈強。2. 企業的行銷知識管理能力、行銷團隊知識創造能力皆會對行銷創新、市場績效的提升產生直接與間接的正向影響。3. 企業的行銷知識管理能力與行銷團隊知識創造能力對行銷創新、市場績效的影響,皆存在著正向提升的交互作用。4.行銷創新中的產品創新因素會提昇企業的市場績效,而且其效果大於行銷程序創新因素。5. 行銷知識管理能力與行銷團隊知識創造能力對市場績效影響的過程中,行銷創新具有中介效果。6.團隊經驗與年資存在著「知識鈣化效果」,即隨著團隊經驗與年資的增長,對於市場績效的影響,剛開始時是正向增加,但增加的速度後來會呈現遞減的現象。7.規模大的廠商,有較好的行銷創新績效。
In the past, studies of marketing knowledge management affect marketing innovation or market performance, generally focused upon organizational or individual level. But most researchers regard firm’s knowledge creation comes from individual knowledge transfer, while individual knowledge transfer is related to organization internal and external environment. That means both individual and organizational level factors are the impact factors on marketing innovation or market performance.
Based on researching into past studies, this dissertation constructs a framework to depict and highlight the relationships among marketing knowledge management capability, marketing team knowledge creation capability, marketing innovation and market performance.
The paper tests the hypotheses with a sample of 330 marketing personnel from 165 firms in Taiwan. The result reveals that: (1)knowledge management infrastructure and environmental uncertainty have not only significant and positive effects on marketing knowledge management capability but also marketing team knowledge creation capability. That means a better knowledge management infrastructure and higher environmental uncertainty, the firm has a better marketing knowledge management capability and marketing team knowledge creation capability. (2)Both marketing knowledge management capability and marketing team knowledge creation capability have direct and indirect relationships in improving marketing innovation or market performance. (3)The interaction between marketing knowledge management capability and marketing team knowledge creation capability has also relationship in improving marketing innovation or market performance. (4)The factor product innovation has greater positive effect on market performance than marketing innovation procedure. (5)Marketing innovation is a mediator in the process of marketing knowledge management capability and marketing team knowledge creation capability in improving market performance. (6)The phenomenon of 「knowledge ossification」also exists. That means too longer tenure or group experience of marketing team members would lead to decay their market performance. (7)Large firms have better marketing innovation than small firms.
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