市場導向、組織雙面性與組織績效關係之研究：以知識管理與企業策略類型為干擾變數

A study on relationships among market orientation, organizational ambidexterity, and organizational performance: Using knowledge management and business strategy as moderating factors

劉卜銘(Pu-Ming Liu)

指導教授 ： 張雍昇

淡江大學/管理學院/企業管理學系碩士班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00014

摘要

在全球化競爭的衝擊下，組織回應外在環境改變成為組織生存的重要課題。近來研究指出，在面對環境變化時，動態能力對組織而言是非常特殊而且不可模仿的資源，有助於組織快速回應環境的變化。組織資源透過動態能力的轉換，有助於組織競爭優勢的發展，進而創造卓越的組織績效。此外，組織雙面性理論，近來在動態研究上受到不少策略學者的關注，認為組織除了要在短期獲得生存空間之外，在長期也應該創新發展。故雙面性認為組織一方面應要應用現有的資源，而另一方面必須向外探索未知的資源。而組織在尋求雙面性時，最困難之處在於取得應用與探索間資源配置的平衡。本研究目的在於試圖從市場導向觀點，同時探討企業策略與知識管理動態能力對於組織雙面性發展之影響。
本研究以186家台灣高科技製造業為研究樣本，找出在不同企業策略下，組織如何找尋/校準最合適的雙面性，而採取不同策略的組織組織又該如何發展適合的市場導向文化來發展組織雙面性能力。本研究發現市場導向中的顧客導向，對於不同策略的廠商在發展其雙面性能力校準時，都有正向顯著的影響。對於探勘者與低成本防禦者而言，能耐應用是最為重要的雙面性能力。另外對於分析者與差異化防禦者而言，組織雙面性的發展較為重要。整體而言，本研究貢獻有助於增進在資源基礎觀點、動態能力與組織雙面性等相關策略文獻的了解，並作為管理者在進行資源配置時的參考。

關鍵字

動態能力 ； 資源基礎 ； 組織雙面性 ； 市場導向 ； 知識管理動態能力 ； 企業策略

並列摘要

Because of the impact of global competition, the respond of the change of external environment have been become the most important issue for the firms. Recently, previous literature noted that dynamic capabilities are specific and inimitable resources that could assist the firms to respond quickly when facing the environment change. Organizational resources were transformed by dynamic capabilities for facilitating the creation of competitive advantage, and helping to generate superior performance. Moreover, organizational ambidexterity, concerned by strategic scholar in the field of dynamic capabilities lately, said firms have not only to survive in the short term, but innovation in the long term. In the other words, Ambidexterity theory posited that firms not only need to exploit the existing resources, but explore new one. However, the most difficult question for the firms developing ambidexterity is how to strike a balance between exploration and exploitation. This study investigates organizational ambidexterity in the context of the market orientation, in addition, trying to find how business strategy and knowledge management influence on the development of ambidexterity.
This study will collect the sample from hi-tech manufacturing firms in Taiwan. We attempt to find out how could firms to align the optimal ambidexterity and the culture of market orientation in different business strategy. In addition, we find out that the customer orientation which is one dimension of the market orientation is very important for different category of business strategy when the firms develop their organizational ambidexterity. Overall, these findings contribute to better understanding about resource-based view, dynamic capabilities, and organizational ambidexterity. Further more, this study provide an empirical evidence for manager to allocate the organizational resources.

並列關鍵字

dynamic capabilities ； resource-based view ； ambidexterity ； market orientation ； business strategy

參考文獻

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