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題名:行銷創新與其先導因素對行銷績效的影響研究
作者:洪大翔 引用關係
作者(外文):HUNG, TA-HSIANG
校院名稱:國立中正大學
系所名稱:企業管理研究所
指導教授:何雍慶
盧龍泉
學位類別:博士
出版日期:2013
主題關鍵詞:行銷創新高階管理團隊市場導向創業導向行銷績效Marketing InnovationTop Management TeamMarket OrientationEntrepreneurial OrientationMarketing Performance
原始連結:連回原系統網址new window
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企業創新對績效有正向的影響或企業其它重要因子透過創新對績效產生正向的影響是多數企業決策者與學者所同意的,本研究嘗試探究創新的驅動因子,以整合的意義與模式來驗證這些因子透過創新如何影響績效。由於「創新」範圍較廣,且經常偏重在「產品創新」對績效影響的衡量與討論,所以本研究嘗試將「創新」做為中介因子的焦點放在「行銷創新」上,並選取與行銷特性最相近的「市場導向」並搭配「高階管理團隊」與「創業導向」做為前導因子,來進行前導因子透過不同構面的行銷創新組合對行銷績效的影響實證研究。
本研究透過迴歸分析的實證結果顯示,包含「商品內容詮釋」、「創新行銷功能」、「銷售通路搭配合適性」與「管理行銷活動正確性」等四個構面的「行銷創新」做為高階管理團隊、市場導向與創業導向等構念的中介變項,中介效果的影響是顯著的。本研究也在「市場導向」的構念上探討它與「高階管理團隊」和「創業導向」構念間的關係,研究結果顯示高階管理團隊與創業導向對「市場導向」有正向影響,「市場導向」更扮演中介角色對「行銷績效」產生正向影響效果。
本研究在理論模式的辨識與驗證上,透過結構方程模式分析發現,「高階管理團隊」在整體理論模式對「行銷創新」的影響並不顯著,「創業導向」在分類的「行銷創新」修正模式如「商品內容詮釋」、「創新行銷功能」與「管理行銷活動正確性」的中介效果影響也比較不顯著,但當透過「市場導向」時,對「行銷創新」與「行銷績效」的正向影響就十分明顯,也說明了「高階管理團隊」與「創業導向」對「行銷創新」與「行銷績效」的影響性在透過「市場導向」的中介效果才能顯現。最後根據上述驗證結果與發現進行討論並提出管理意涵及未來研究建議。
Many researchers have examined the impact of “innovation” and other “innovation” related factors on firm performance. This study explored the drivers of innovativeness and has examined the linkages among these constructs and how those drivers operate via “Marketing Innovation (MI) “to collectively influence performance in an integrated manner and model. The antecedents of Marketing Innovation are top management team (TMT), market orientation (MO) and entrepreneurial orientation (EO). Thus study applied those antecedents via mediating effect of different dimensions of Marketing Innovation to collectively influence marketing performance (MP).
The results of empirical analysis by multiple regression analysis show the merchandise interpretation, innovative marketing mix, sales channel arrangement appropriateness and marketing activity management appropriateness as the four dimensions of Marketing Innovation generating mediating effect are significant between antecedents and consequence, Marketing Performance. This study also investigated the relationship among market orientation with top management team and entrepreneurial orientation. The results show TMT and EO have positively impact on MO and MO has the mediating effect on the relationship between TMT, EO and overall marketing performance.
The TMT shows no significant impact on MI under the identification and verification of whole theoretical model by structural equation modeling. The classified MI, such as merchandise interpretation, innovative marketing mix, and marketing activity management appropriateness in modified model do not show significant mediating effect between EO and MP. However, there is an important research finding, TMT and EO can positively influence MI and MP based on mediating effect by the MO. Finally, the research proposed implications and directions for future research were discussed based on the validation results and findings above.
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