企業創業導向、國際行銷策略與經營績效之實證研究 以台灣中小企業為例

An Empirical Study of the Relationship between Entrepreneurial Orientation, International Marketing Strategies, and Business Performance

黃教文(Chiao-Ven Huang)

指導教授 ： 李旭華

淡江大學/管理學院/管理科學研究所企業經營碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00469

摘要

中小企業是台灣數十年來經濟蓬勃發展的主要動力，不論是在國家競爭力的提昇、就業機會的創造或是生活環境的改善，它們都扮演先驅者與推行者。數十年如一日默默地推動著台灣經濟發展，由一個貧窮、落後農業經濟發展到以高科技產業為主的現代化經濟。自1990年代以來，在全球化的浪潮推波助瀾下，國內外市場環境丕變、競爭日益白熱化、科技日新月異、產品生命週期越來越短、消費者越來越重視環保等，尤其在金融風暴後，台灣中小企業面臨空前的挑戰與機會。如何能夠創造出競爭力強、獲利高如聯發科或蘋果公司是全球企業決策者急欲知道。上列兩家公司的關鍵成功因素顯然是在產品創新及行銷策略；然而全球每天有成千上萬企業所採行的創新策略失敗、國際行銷亦成效不彰，究其原因可能與企業文化有關。而目前這方面的研究實證還是很少，因此本研究主要探討企業創業導向、國際行銷策略與經營績效間之關聯，研究對象是225家台灣中小型外銷製造業。研究實證結果顯示企業創業導向、國際行銷策略與經營績效有顯著的關係，具體言之:
一、企業創業導向影響其所採行之國際行銷策略、高創業導向的企業傾向於採用更有效的國際行銷策略。
二、採用的國際行銷策略顯著影響經營績效。
三、間接透過所採用的國際行銷策略影響經營績效外，企業創業導向亦直接影響其經營績效，即創業導向愈高的企業其經營績效愈好。

關鍵字

中小企業 ； 中小型外銷製造業 ； 企業創業導向 ； 國際行銷策略 ； 經營績效

並列摘要

The internationalization of businesses has been one of the most significant economic transformations in recent years. For many firms around the globe, “going international” has become imperative for growth and survival. This is apparently the case of firms located in small size market such as Taiwan.
While the rapid growing “globalization” has created many opportunities, it has further intensified competition and threatened the existence of many firms, large or small, worldwide. To compete successfully in today’s rapid changing world of businesses, evidently, firms have to rely on effective marketing strategies that foster by the entrepreneurial orientation.
The present study intends to examine the relationship between entrepreneurial orientation, international market strategies, and business performance. The research results, based on 225 Taiwanese small and medium sized international manufacturers, appear to verify the premised relationships between the variables in questions. The outcomes suggest entrepreneurial orientation influences business performance directly and in directly. The findings suggest a high entrepreneurial oriented firm tend to achieve above average in terms of sales and profit growth. The results also suggest a high entrepreneurial oriented firm inclines to adopt more effective international marketing strategies which are verified to be related to the business performance of the firm.

並列關鍵字

Small and medium enterprises ； Small and medium size international manufacturers ； entrepreneurial orientation ； international marketing strategies ； business performance

參考文獻

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