企業內部市場導向、外部市場導向、內部組織績效與外部組織績效關聯之實證研究

An Empirical Research on Relationship among Internal Market Orientation, External Market Orientation, Internal Organization Performance and External Organization Performance

蔡源成(Yuan-Cheng Tsai) ； 李淑芳(Su-Fang Lee) ； 薛昭義(Chao-Yi Hsueh)

《績效與策略研究》 11卷2期 (2014/09) Pp. 45-76

https://doi.org/10.6736/JPSR.201409_11(2).0003

摘要

內部市場導向與外部市場導向是分別以內部員工與外部顧客為中心的策略性思考，有助於引領企業之經營能力。本研究試圖建立一個整合性的架構，探討企業執行內部市場導向、外部市場導向、內部組織績效及外部組織績效之間的關係，並驗證內部組織績效與外部市場對內部市場導向與外部組織績效的中介效果。使用PLS軟體以線性結構模式來驗證理論模式，並以98份配對公司有效樣本進行實證分析，實證結果發現，內部市場導向會正向顯著影響內部組織績效；內部組織績效會正向顯著影響外部市場導向；外部市場導向會正向顯著影響外部組織績效；但內部組織績效對外部組織績效無顯著的影響。此外，外部市場導向在內部組織績效與外部組織績效間關係是重要中介變數。最後根據研究發現提出管理意涵建議及學術上未來對內部市場導向研究的參考。

關鍵字

內部市場導向 ； 外部市場導向 ； 內部組織績效 ； 外部組織績效

並列摘要

Internal market orientation (IMO) and external market orientation (EMO) focus on employee and customer strategic logic. IMO, if developed, may increase the effectiveness of market-oriented company's response to market conditions because it allows the company's management to better align market objectives with internal capabilities, and it can help enterprise to build managerial capabilities. This paper purposes that build global framework, explores the effects of businesses IMO, internal organization performance, EMO and external organization performance. We also verify the mediate effect of EMO and internal organization performance on the relationship between IMO and external organization performance. The theoretical model is tested with the linear structured equation which is consistent with partial least squares (PLS) path modeling assumptions. A total of 98 dyads effective questionnaires were returned. Results reveal that IMO significantly positive effects internal organization performance, internal organization performance significantly positive effects EMO, EMO significantly positive effects external organization performance, but internal organization performance does not significantly effects external organization performance, Furthermore, EMO is the mediator of the relationship between internal organization performance and external organization performance. Finally, according to the conceptual framework and research findings, this study draws upon some suggestions for the management policies and academic implications for future research.

並列關鍵字

Internal Market Orientation ； External Market Orientation ； Internal Organization Performance ； External Organization Performance

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