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題名：事業策略､行銷作為與績效關係之研究﹣﹣臺灣西藥業之實證研究
書刊名：管理評論
作者：黃松共／黃俊英／劉水深
出版日期：1989
頁次：頁141-158
主題關鍵詞：主觀；行銷；西藥業；事業；研究；策略；實證；臺灣；績效
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:26
  • 點閱點閱:24
本文整合過去有關事業策略、行銷作為與績效權變關係的理論與實證文獻，以台灣西藥業93家廠商實證探討不同的事業策略與行銷作為之配合對事業績效的影響。對事業策略採策略類型法的研究途徑，其操作性定義同時採調查者推論法及自我分類法兩種衡量方法後，得到三種不同的事業策略類型。研究結果建議，不同的事策略類型之問，其行銷行為與績效均有顯著性差異，雙因子、ANOVA分析結果發現不同的事業策略與行銷作為若有適當配合，則可獲致較佳績效。
This study used the approach of typologies of strategies to operationalizing business strategy. The two measurement approaches of investigator inference and self-typing were employed to measure busincss strategy. Data for the study were gathered from a national survey of Taiwan pharmaceutical industry. A total of 534 companies were sent the questionnaire. The sample element of the study was the marketing manager of cach pharmaceutical business unit. This survey approach yielded 122 responses, of which 104 were usable and 93 were respondent, classified into one of the three strategic types investigated. The hypothese were tested by the use of χ^2, One-way ANOVA, Two—way ANOVA and Scheffe multiple comparisons test. Results: A. Business strategy and performance. 1. Different business strategies are not perform well on different performance dimensions. 2. For specific business strategy, there are tradeoffs among different performance dimensions. Good performance on one dimension often means sacrificing performance on another. B. Business strategy and marketing activities. Significant differences in relatively technically sophisticated product lines, quality of product, quaity od service, prices, forward vertical integration, sales promotion expenditures and salesforce expenditures are found among different business strategies. C. Business strategy, marketing activities and performance. 1. The performance of prospector business units is related positively to relatively low salesioree expenditures. 2. The performance of low cost defender business units is related positively to relatvely high formalization of marketing organization. 3. The performance of differentiated defender business units is related positively to: * relatively high formalization of marketing organization, * relatively high technically sophisticated product lines, * relatively high R&D expenditures, * relatively high forward vertical integration, and * relatively high advertising expenditures.
期刊論文
1.ZeithamI, C. P.、ZeithamI, V. A.(1984)。Environmental management revising the marketing perspective。Journal of Marketing，48(2)，46-53。  new window
2.Anderson, C. R.、Zeithaml, C. P.(1984)。Stage of the Product Life Cycle, Business Strategy, and Business Performance。Academy of Management Journal，27(1)，5-24。  new window
3.Snow, Charles C.、Hambrick, Donald C.(1980)。Measuring Organizational Strategies: Some Theoretical and Methodological Problems。Academy of Management Review，5(4)，527-538。  new window
4.Wind, Yoram、Robertson, Thomas S.(1983)。Marketing Strategy: New Directions for Theory and Research。Journal of Marketing，47(2)，12-25。  new window
5.Ginsberg, Ari、Venkatraman, N.(1985)。Contingency Perspectives of Organizational Strategy: A Critical Review of the Empirical Research。Academy of Management Review，10(3)，421-434。  new window
6.Hambrick, D. C.(1981)。Environment, strategy, and power within top management teams。Administrative Science Quarterly，26(2)，235-276。  new window
7.Bourgeois, L. J.(1984)。Strategic Management and Determinism。Academy of Management Review，9(4)，586-596。  new window
8.Galbraith, Craig S.、Schendel, Dan(1983)。An Empirical Analysis of Strategy Types。Strategic Management Journal，4(2)，153-173。  new window
9.Hall, W. K.(1980)。Survival Strategies in a Hostile Environment。Harvard Business Review，58(5)，75-85。  new window
10.Venkatraman, N.、Ramanujam, Vasudevan(1987)。Measurement of Business Economic Performance: an Examination of Method Convergence。Journal of Management，13(1)，109-122。  new window
11.Ruekert, Robert W.、Walker, Orville C. Jr.、Roering, Kenneth J. Jr.(1985)。The Organization of Marketing Activities: A Contingency Theory of Structure and Performance。Journal of Marketing，49(1)，13-25。  new window
12.Robinson, Richard B. Jr.、Pearce, John A. II(1988)。Planned Patterns of Strategic Behavior and The Relationship to Business Unit Performance。Strategic Management Journal，9(1)，43-60。  new window
13.Day, G. S.、Wensley, R.(1983)。Marketing theory with a strategic orientation。Journal of Marketing，47(3)，79-89。  new window
14.Hambrick, D. C.(1980)。Operationalizing the Concept of Business-level Strategy in Research。Academy of Management Review，1(4)，567-575。  new window
15.Gupta, A. K.、Govindarajan, V.(1984)。Business unit strategy, managerial characteristics, and business unit effectiveness at strategy implementation。Academy of Management Journal，27(1)，25-41。  new window
16.許士軍(1988)。重新調整行銷策略。現代管理月刊，32-33。  延伸查詢new window
17.Datta, Y.(1979)。Competitive Strategy and Performance of Firms in the U.S. TV Set Industry: 950-1960。Academy of Management Proceeding，113-117。  new window
18.McDaniel, S. W.、Kolari, J. W.(1987)。Marketing Strategy Implications of the Miles and Sonw Strategic Typology。Journal of Marketing，51，19-30。  new window
19.Quinn, J. B.(1981)。Formuling Strateay One Step at a Time。Journal of Business Strategy，1(1)，42-63。  new window
20.Hambrick, D. C.(1983)。Some Tests of the Effectiveness and Functional Attributes of Miles and Snow's Strategic Types。Academy of Management Journal，26(1)，5-26。  new window
21.Snow, Charles C.、Hrebiniak, Lawrence G.(1980)。Strategy, Distinctive Competence, and Organizational Performance。Administrative Science Quarterly，25(2)，317-336。  new window
22.Jauch, Lawrence R.、Kraft, Kenneth L.(1986)。Strategic management of uncertainty。The Academy of Management Review，11(4)，777-790。  new window
23.Walker, Orville C. Jr.、Ruekert, Robert W.(1987)。Marketing's role in the implementation of business strategies: A critical review and conceptual framework。Journal of Marketing，51(3)，15-33。  new window
24.Venkatraman, N.、Ramanujam, Vasudevan(1986)。Measurement of Business Performance in Strategy Research: A Comparison of Approaches。Academy of Management Review，11(4)，801-814。  new window
25.White, Roderick E.(1986)。Generic Business Strategies, Organizational Context and Performance: An Empirical Investigation。Strategic Management Journal，7(3)，217-231。  new window
26.Dess, Gregory G.、Robinson, Richard B. Jr.(1984)。Measuring Organizational performance in the Absence of Objefctive Measures: The Case of the Privately-held Firm and Conglomerate Business Unit。Strategic Management Journal，5(3)，265-273。  new window
27.Deresky, H.、Herbert, T. T.(1987)。Generic Strategies: An Empirical Investigation of Typology Validity and Strategy Content。Strategic Management Journal，8(2)，135-147。  new window
28.Bonoma, T. V.(1984)。Making your Marketing Strategy Work。Harvard Business Review，62，69-76。  new window
會議論文
1.Venkatraman, N.、Ramanujam, V.(1985)。Construct Validation of Business Economic Performance Measures: A Structural Equation Modelling Approach。Annual meeting of the Academy of Management。San Diego。  new window
學位論文
1.張重昭(1985)。產業環境、技術特性經營策略、管理制度與績效關係之研究(博士論文)。國立政治大學。new window  延伸查詢new window
2.高維新(1982)。企業組職與策略配合之研究(碩士論文)。國立政治大學，台北。  延伸查詢new window
3.吳思華(1984)。產業特質與企業經營策略關係之研究(博士論文)。國立政治大學，台北。new window  延伸查詢new window
4.陳正男(1985)。顧客行為特性、行銷策略與績效關係之研究(博士論文)。國立政治大學。new window  延伸查詢new window
圖書
1.Jain, S. C.(1985)。Marketing Planning and Strategy。Cincinnati, Ohio：South Western Publishing Company。  new window
2.Christensen, C. R.、Andrews, K. R.、Bower, J. L.(1978)。Business Policy: Text and Cases。Homewood, IL：Irwin。  new window
3.Galbraith, J. R.、Nathanson, D. A.(1978)。Strategy implementation: the role of structure and process。West Publishing Company。  new window
4.Donaldson, G.(1984)。Managing Corporate Wealth。New York：Praeger Inc。  new window
5.Weick, K. E.(1979)。The Social Psychology of Organizing。Reading, MA：Addison-Wesley。  new window
6.Chandler, A. D.(1962)。Strategy and Structure: Chapters in the History of the American Industrial Enterprise。Cambridge, MA：MIT Press。  new window
7.Cravens, D. W.(1987)。Strategic Marketing。Homewood, Ill.：Richard D. Irwin Inc。  new window
8.Rumelt, R. P.(1974)。Strategy, Structure, and Economic Performance。Boston, Massachusetts：Harvard Business School Press。  new window
9.Hofer, C. W.、Schendel, D. E.(1987)。Strategy Formulation: Analytical Concepts。St. Panl, MN。  new window
10.Marija, J. N.(1988)。SPSS/PC + V2.0 Bass Manual for the IBM PC/XT/AT and PS/2。Chicago：SPSS INC。  new window
11.Miles, R. E.、Snow, C. C.(1987)。Organizational Strategy, Structure, and Process。New York：Mcraw-Hill。  new window
12.Udel, J. G.(1972)。Successful Marketing Strategies。Madison Wis：Mimir。  new window
13.Yip, G.(1982)。Barrier to Entry。Lexington, Ma：D. C. Heath and Company。  new window
14.Porter, Michael E.(1980)。Competitive Strategy: Techniques for Analyzing Industries and Competitors。Free Press。  new window
 
 
 
 
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