外部跨組織整合對主動式、回應式市場導向與新產品發展績效影響之研究

The Effects of External Inter-Organizational Integration on Proactive Market Orientation, Responsive Market Orientation, and New Product Development Performance

林明杰(James Ming-Ji Lin) ； 劉懿靚(Yi-Ching Liu) ； 莊閔越(Min-Yueh Chuang) ； 張榕容(Jung-Jung Chang)

《商管科技季刊》 16卷1期 (2015/03) Pp. 19-45

摘要

在全球化激烈的競爭市場中，隨著外在環境的變化、以及顧客的需求多樣性，企業愈來愈重視市場導向。為了獲得及整合有關的市場知識，除了透過在企業內部跨組織整合，也透過外部跨組織整合，與外部合作、跨組織等方式來整合相關的知識資源。本研究主要關注外部跨組織整合，探討其與主動式市場導向、回應式市場導向及新產品發展績效之關係。以中華徵信所「2006年台灣地區大型企業TOP5000排名」中的2,611家製造業為研究母體進行抽樣調查，共發放518份問卷，有效回收100份問卷，以AMOS進行資料分析。研究結果發現外部跨組織整合能有助於提昇主動式市場導向與回應式市場導向；此外主動式市場導向正向影響新產品發展績效，回應式市場導向則無顯著性。且外部跨組織整合會經由主動式市場導向提升新產品發展績效，但無法經由回應式市場導向提升新產品發展績效。

關鍵字

外部跨組織整合 ； 主動式市場導向 ； 回應式市場導向 ； 新產品發展績效

並列摘要

In the competitive global market, due to the quickly changing of the environment, rapid improvement of customer's various demands, the notion of market orientation has received a lot of attention on the issue of enhancing new product development performance over the past decades. To obtain the knowledge of market orientation, firms integrate the knowledge through inter-organizational or external inter-organizational integration. The aim of this study focused on the dimension of external inter-organizational integration of customer and supplier, to explore the relationships among proactive market orientation, responsive market orientation, and new product development performance. The objects of this study are the manufactures, which were from a list of the largest Taiwanese manufactures (2006) published by China Credit Information Service, Ltd. The data is collected through questionnaires. 518 questionnaires were delivered and 100 effective questionnaires were returned. The model and hypothesized relationship were empirically tested using the structural equation modeling (SEM) approach, supported by AMOS software. The results show that external inter-organizational integration positively affects proactive market orientation and responsive market orientation; proactive market orientation positively affects new product development performance. Also, external inter-organizational integration affects new product development performance through proactive market orientation, but not responsive market orientation.

並列關鍵字

External Inter-organizational Integration ； Proactive Market Orientation ； Responsive Market Orientation ； New Product Development Performance

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