管理才能、國際行銷導向、協調機制與經營績效關係之研究－以台灣資訊電子業赴大陸投資之上市上櫃公司為例

Research on the Relationship among Managerial Competencies, International Marketing Orientation, Coordination Mechanisms and Business Performance - The Case of Information and Electronic Industries Investing on China

范惟翔(Wei-Shang Fan) ； 郭姿君(Tzu-Chun Kuo) ； 羅聖宗(Cheng-Chung Luo)

《經營管理論叢》 3卷1期 (2007/06) Pp. 1-15

https://doi.org/10.6872/OMR.200706_3(1).0001

摘要

台灣資訊電子產業從2000年起密集前往大陸地區設廠投資，隨著台商企業進行國際化，高階主管如何發揮管理才能、國際行銷策略如何執行，以及協調機制如何實施，對於電子資訊業而言，是一項問題亦是一大挑戰。若企業能深入探討以上因素，對於企業而言，除了補足其經營上部份之缺失，亦能對經營績效的提升有所助益。本研究著眼於探討管理才能、國際行銷導向、協調機制與經營績效之關係，並以台灣電子資訊產業上市上櫃公司為研究對象，透過問卷的發放，共發出263份問卷，經催收回收87份，扣除無效問卷6份，所以有效問卷為81份，因此有效樣本回收率為30.8%。本研究所得到之結論如下：1.管理才能、國際行銷導向、協調機制與經營績效有顯著影響。2.協調機制可以調節管理才能、國際行銷導向對經營績效產生影響。

關鍵字

管理才能 ； 國際行銷導向 ； 協調機制 ； 經營績效

並列摘要

The Taiwan's information electronics industry has to mainland region to establish the factory investment intensively since 2000. With businesses, intensifying their internationalization, how can those business firms bring their management into full play, how can their international marketing strategies be built under an international marketing-oriented economy, and how can their coordination mechanisms be utilized to become a major issue or challenge for local information electronics industry? Not only can improve part of their operating deficiencies, but also can enhance their business performance significantly. The purpose of this research is to explore the relationship between managerial competencies, international marketing strategies under an international marketing-oriented economy, ordination mechanisms, and business performance. Moreover, a questionnaire survey has been conducted aiming at listed or OTC companies in the information and electronic industry as samples. A total of 263 copies of questionnaires have been distributed randomly, of which 87 copies were responded to, however, 81 respondents were counted as valid while 6 respondents were invalid, resulting in a valid response rate of 30.8%. The conclusions of this research are as follows: 1. Managerial competencies, international marketing orientation, and coordination mechanisms, in part, evidently affect business performance. 2. Along with managerial competencies and international marketing orientation respectively, coordination mechanisms slightly cross-affect business performance.

並列關鍵字

managerial competency ； international marketing orientation ； coordination mechanism ； business performance