團隊基礎之知識系統對於市場導向影響之研究

A STUDY ON THE IMPACT OF TEAM-BASED KNOWLEDGE MANAGEMENT SYSTEMS ON MARKET ORIENTATION

劉肇琪(Chao-Chi Liu)

指導教授 ： 梁世安

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

市場導向為行銷學界近二十年來重要的討論議題。然而，從團隊能力的觀點，對於如何提升團隊的市場導向能力則尚未被歷史研究充分討論。本研究藉由知識基礎論(knowledge-based view)的概念，從團隊的知識組成與知識整合流程提升，討論對於團隊市場導向活動的影響。從229份團隊管理者的問卷調查中，本研究證明團隊知識組成，能有效的提升知識整合流程效果，而知識整合流程則扮演中介的角色，使市場導向中的市場情報產生(market intelligence generation)、市場情報傳播(market intelligence dissemination)與市場回應(market responsiveness)等活動獲得正面影響。

關鍵字

團隊組成、知識管理、市場導向、知識整合流程

並列摘要

Market orientation has been an important topic in the marketing field for the last 20 years. However, from the viewpoint of Team Capacity, how the market orientation ability of a team can be improved is still under intense debate. Based on the Knowledge-based View, this study attempts to analyze influences that both the composition of team knowledge and knowledge integration process have on market oriented activities. From 229 questionnaires collected from team managers, this study has verified that the composition of team knowledge can effectively improve the knowledge integration process that plays a mediating role to positively affect market oriented activities including market intelligence generation, market intelligence dissemination, and market responsiveness.

並列關鍵字

Team Composition, Knowledge Management, Market Orientation, Knowledge Integration Process

參考文獻

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