廠商採取市場導向行為會有較佳的績效嗎？動態競爭觀點

Does Firm's Market-Orientation Behavior Lead Better Performance? The Competitive Dynamics Perspective

喬友慶(Yu-Ching Chiao) ； 蕭櫓(Lu Hsiao) ； 黃俊儒(Chun-Ju Huang) ； 廖仲威(Chung-Wei Liao)

《臺大管理論叢》 22卷2期 (2012/06) Pp. 27-58

https://doi.org/10.6226/2012.(22-2).02

摘要

本研究主要目的在於結合市場導向與動態競爭的概念，並且進一步以察覺－動機－能力觀點探討廠商採取市場導向的競爭性行動對其績效的影響。透過台灣4大連鎖便利商店（即7-ELEVEN、全家、萊爾富與OK）為研究樣本，蒐集自知識贏家網路新聞資料庫2000年至2009年共計10年連鎖便利商店間的競爭新聞，並進一步將10年區分成40季進行分析，運用結構內容分析法（Structured Content Analysis）擷取連鎖便利商店1,477則新聞中之3,525則競爭行動加以分析。實證結果發現：（1）市場導向競爭性行動對競爭者行動數目呈現正向關係；（2）競爭者行動數目對焦點廠商績效呈現負向關係；（3）市場成長性會強化市場導向競爭性行動與競爭者行動數目的正向關係；（4）市場成長性會弱化競爭者行動數目與廠商績效的負向關係。

關鍵字

動態競爭 ； 市場導向競爭性行動 ； 察覺－動機－能力觀點

並列摘要

This study aims to combine the concept of market-orientation with competitive dynamics theory, and investigate how competitive actions of market-orientation affect firm's performance. Top 4 Taiwanese chain convenience stores, which are 7-ELEVEN, FamilyMart, Hi-Life and OK are used as the samples, the news related to competitive actions between these stores during 2000~2009 are collected, and the news of 10 years are further separated into 40 quarters. Data are reached from Knowledge Management Winner database. Moreover, for convenience store's competitive actions, this study employs structured content analysis to construct competitive action database of top 4 chain convenience stores. The final 3,525 competitive actions are retrieved from 1,477 news. The empirical results show that:(1) a positive relationship between competitive actions of market-orientation and number of competitors' action;(2) a negative relationship between number of competitors' actions number and focal firm's performance;(3) market growth strengthen the positive relationship between competitive actions of market-orientation and number of competitors' action; and(4) market growth weaken the negative relationship between number of competitors' actions and focal firm's performance.

並列關鍵字

competitive dynamics ； competitive actions of market-orientation ； AMC perspective

參考文獻

China Times. 2009.“Convenience store”fresh food war heat up. The cheapest breakfast starting from 27 NTD only. Jul. 14, E3.

China Times. 2009. Who's the lowest! 39 NTD bento battle again. Aug. 8, A8.

China Times. 2009. Bigger and bigger onigiri, bento take over by onigiri. The innovation of cooked food in convenience store. Bento burritos and mini bento available now. Dec. 2, E3.

China Times Express. 2005. OPEN-Chan, the shining star of 7-11, open your mind and enjoy your shopping. Jul. 1, 13.

Agarwal, R.,Bayus, B. L.(2002).The market evolution and sales takeoff of product innovations.Management Science.48(8),1024-1041.