臺灣博碩士論文加值系統

市場導向這個議題在近年來獲得學者及經營者的高度重視，雖然國外已有相當數量的研究支持市場導向理論，但過去的文獻中以台灣業界為研究對象的實證研究並不多見，且各有其局限性，有必要增加台灣市場的實證研究以增加理論基礎。本研究以台灣市場一百六十六份問卷資料成功地驗證Narver and Slater(1990)的市場導向理論，確認市場導向理論在台灣的適用性。本研究也收集台灣業者所發展的企業強項資料，並探究不同企業強項和企業業務績效的關係。八項企業強項中的三項；專業程度、品牌優勢及客戶關係維繫在本研究中和企業業務績效有顯著且正向的關聯性。

The market orientation has been of interest to both researchers and practitioners for years. Although there are lots of empirical studies support the market orientation proposition, the volume of empirical study in Taiwan is rare and with limitation. The Narver and Slater(1990) results on the relation between market orientation and business performance successfully replicated in this study. This study also collects the practical cooperation strengths applied by Taiwan practitioners, and investigates the relation between cooperation strengths and business performance. There of right cooperation strengths, professional staff, brand advantage and good customer relationship, show significant and positive correlation with business performance in this study.

[1] Philip Kotler, Marketing Management, eleventh edition, Prentice Hall
[2] Narver, John C. , Slater, Stanley F. , “The effect of a market orientation on business profitability”, Journal of Marketing, vol.54 Oct. 1990.
[3] Day, George S.,“The capabilities of market-driven organizations”, Journal of Marketing, vol.58 Oct. 1994.
[4] Kohli, A.K. , Jaworski, B.J. , “Market orientation: The construct, research propositions, and managerial implications”, Journal of Marketing, vol. 54, April. 1990.
[5] Jaworski, B.J. ,Kohli, A.K. ,”Market orientation: Antecedents and consequences” Journal of Marketing, Vol.57, July 1993.
[6] Slater, Stanley F, Narver, John C. ,“Does Competitive Environment Moderate the Market Orientation Performance Relationship”, Journal of Marketing, vol.58 Jan. 1994.
[7] Pulendran Sue, Speed Richard, E. Widing II Robert,“The Antecedents and Consequences of Market Orientation in Australia” Australian Journal of Management, Vol. 25, No. 2, September 2000
[8] Dawes John,“Market Orientation and Company Profitability: Further Evidence Incorporating Longitudinal Data” Australia Journal of Management Vol. 25 No. 2 September 2000
[9] Tang Yiming , Tang Yijin, “An Exploratory Study of Market Orientation in China” Asian Business & Management, 2003,2, (91-110)
[10] Vareia Jose A. , Marisa del Rio,“Market orientation behavior: an empirical investigation using MARKOR”, Marketing Intelligence & Planning; 2003.
[11] Horng Shun-Ching , Chen Arthue Cheng-Hsui ,“Market Orientation of Small and Medium-Sized Firms in Taiwan”, Journal of Small Business Management; Jul 1998.
[12] Chang Tung-Zong , Chen Su-Jane ,”Market orientation, service quality and business profitability: a conceptual model and empirical evidence” The Journal of Services Marketing. Santa Barbara: 1998. Vol.12, Iss.4; pg. 246
[13] Tsao Ya-Fang ,“Research on the Relationship Between Market Orientation and Service – An Empirical Assessment of Medical Industry in Central Taiwan” Journal of American Academy of Business, Cambridge, Sep 2003; 381
[14] Kohli, A.K. , Jaworski, B.J. , “MARKOR: A Measure of Market Orientation”, Journal of Marketing Research, Nov. 1993.
[15] Mavondo Felix T. , Farrell Mark A. ,“Measuring Market Orientation: Are There Differences Between Business Marketers and Consumers Marketers? “ Australian Journal of Management, Vol. 25, No. 2, September 2000.
[16] Grefory G. Dess , Richard B. Robinson, JR. ,“Measuring Organizational Performance in the Absence of Objective Measures: The Case of the Privately-held Firm and Conglomerate Business Unit” Strategic Management Journal Vol. 5. 265-273 (1984)
[17] (美) 麥可•波特(Michael E. Porter)著, 競爭策略, 周旭華譯, 天下文化, 台北,1998.
[18] Donald R. Cooper , Pamela S. Schindler, Business Research Methods, Eighth Edition, MacGraw Hill.
[19] Naresh K. Malhotra, Marketing Research, Prentice Hall, fourth edition.
[20] Mark L. Berenson , David M. Levine, Intermediate Statistical Methods and Applications, Prentice Hall.
[21] (美) 彼得•聖吉(Peter M. Senge)著, 第五項修練, 郭進隆譯, 天下文化, 台北,1994.