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研究生:洪欣宜
研究生(外文):HUNG HSIN I
論文名稱:回應式與預應式市場導向對新產品績效之影響-資源構形之干擾因素
論文名稱(外文):The Impact of Responsive and Proactive Market Orientation on New Product Performance The Moderating Effect of Resource Configuration
指導教授:謝明宏謝明宏引用關係
學位類別:碩士
校院名稱:實踐大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:62
中文關鍵詞:回應式市場導向預應式市場導向新產品績效資源構形
外文關鍵詞:proactive market orientationresponsive market orientationnew product performanceResource Configuration
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數位資訊時代的來臨,各產業已由以往的單一企業競爭逐漸走向企業供應鏈體系的總體競爭,全球化的競爭亦使各產業對於供應鏈整合與企業資源規劃的需求日益殷切。針對提供專業顧問及資訊技術,如企業資源規劃、客戶關係管理、供應鏈管理、搜尋電子化、協同設計等服務之資訊系統整合業者,是否可以運用潛在性顧客需求的預應式市場導向,使其產品、服務更能符合節奏快速的市場環境,本研究欲提出資訊系統整合業在預應式與回應式市場導向策略下的運用對其新產品績效之實證關係為何,又當公司資源具有獨特性時,公司間各項資產相互牽連所形成的動態資源構形系統是否對市場導向與新產品績效關係存有干擾效果。
本研究採用便利抽樣法進行抽樣,以台北市電腦公會「2007會員名錄」為抽樣範圍,選取產業分類為資訊系統整合業之系統整合廠商作為本次研究的對象。問卷以網路及人工發放,填答者必須是在該單位服務滿二年之資深員工,且同一家企業的每一個利潤中心制的事業單位(SBU)均為受訪單位。問卷回收份數203份,有效問卷184份。並以階層迴歸的方式驗証研究之假設關係。
研究發現如下:回應式市場導向會正向影響新產品在財務面之績效;預應式市場導向會正向影響新產品在整體面、顧客面、產品面和時間面之績效。而企業內部資源構形對回應式與預應式市場導向和新產品績效之干擾效果顯示,當企業內部策略執行性資源程度愈低,回應式市場導向的公司會正向影響新產品在財務面績效之衡量;而當企業內部策略執行性資源程度愈高,預應式市場導向的公司會正向影響新產品在財務面績效之衡量,兩者呈現對立之影響結果。
Abstract

Rapid and modern economic situation has driven all sorts of business in every industry turn into business supply chain competition instead of focusing on one particular business area. The global competitive trend is that every business is getting closer to integrated supply chain and well-arranged resource. In order to provide professional consultation and technical information, including business resource plan, customer relationship management, supply chain management, making effective use of internet, and well-developed design, information system integrated service providers require to perform highly competitive products and services to satisfy customers’ potential demands. As a result, this study conducts a survey on the configuration/relationship between utilization of responsive as well as proactive market orientation and new product performance. In addition, with the unique resources of companies, how do the growing dynamic resources systems affect the relationships between market orientation and new product performance?
The object of the study focuses on members of information system integrated industry of 「Taipei Computer Association」. The study use convenience sampling, and valid sample size is 184. Hierarchical regression analysis was used to examine the theoretical framework and hypotheses proposed in the study.
The result shows that (1) Responsive market orientation is related positively to financial measures of new produce performance; proactive market orientation is related positively to whole performance, customer acceptance measures, product-level measures, and timing measures of new produce performance. (2) When the strategy operation capability is not so stronger, responsive market orientation is related positively to financial measures of new produce performance; when the strategy operation capability is stronger, proactive market orientation is related positively to financial measures of new produce performance.
目錄
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的與問題2
第三節 研究範圍3
第四節 論文架構3
第五節 研究程序3
第二章 文獻探討5
第一節 市場導向5
第二節 回應式與預應式市場導向6
第三節 新產品績效8
第四節 資源構形10
第五節 台灣資訊系統整合業概況14
一、資訊系統整合業的定義14
二、資訊系統整合業的特性16
三、資訊系統整合業的現況發展17
四、資訊系統整合業之關聯性研究18
第三章 研究設計20
第一節 研究架構20
第二節 研究假說21
一、回應式與預應式市場導向對新產品績效之影響關係21
二、企業內部資源構形的干擾效果22
第三節 變數定義與衡量24
一、回應式及預應式市場導向25
二、新產品績效26
三、資源構形29
第四節 問卷設計與抽樣架構30
一、問卷設計30
二、抽樣架構31
第肆章 資料分析32
第一節 基本資料32
第二節 信度與效度34
第三節 假說之檢定41
第四節 討論49
第伍章 結論50
第一節 發現與意涵50
一、研究發現50
二、研究意涵52
第二節 研究限制與後續研究方向55
參考文獻56
一、英文部分57
二、中文部分62


表次
表 2-1 資源構形分類彙整13
表 3-1 資訊系統整合業市場區隔定義15
表 3-2 市場導向之研究構面與操作性定義及衡量內容26
表 3-3 新產品績效之研究構面與操作性定義及衡量內容28
表 3-4 資源構形之研究構面與操作性定義及衡量內容29
表 4-1 基本資料分析33
表 4-2 市場導向之信度分析34
表 4-3 內部資源構形之信度分析35
表 4-4 新產品績效之信度分析36
表 4-5 驗證性因素分析之結果37
表 4-6 變數間相關係數、平均數、標準差及信度40
表 4-7 干擾變數對新產品市場面衡量績效影響之迴歸分析42
表 4-8 干擾變數對新產品財務面衡量績效影響之迴歸分析43
表 4-9 干擾變數對新產品顧客面衡量績效影響之迴歸分析44
表 4-10 干擾變數對新產品產品面衡量績效影響之迴歸分析45
表 4-11 干擾變數對新產品時間面衡量績效影響之迴歸分析46
表 4-12 干擾變數對新產品整體績效影響之迴歸分析47
表 4-13 干擾變數對新產品財務績效影響之迴歸分析49
表 5-1 研究假說檢定結果50


圖表
圖 1-1 研究流程圖4
圖 3-1 研究架構20
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二、中文部分
1.吳思華 (2000),策略九說:策略思考的本質(第三版),台北:城邦文化。
2.林晉寬 (1995),從資源基礎理論探討資源特性與成長策略之關係,國立政治大學企業管理學系博士論文。
3.張家維 (2006),2006年台灣系統整合市場規模將突破920億台幣,資策會MIC,http://www.itis.org.tw/rptDetailFree.screen?rptidno=629D20A8F9C1CA2A482572210030904E。
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5.葉憲泓 (2004 ),探討資源配置是否為動態能力對持續競爭優勢之中介變項研究,國立台北科技大學工業工程與管理系未出版之碩士論文。
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7.賴明政 (2000),組織資源、成長類型與成長方式關係之研究,國立中山大學企業管理學系博士論文。
8.鍾志明 (1999),新產品發展過程之資源配置與績效之關係─以我國製造業為例,國立政治大學企業管理學系博士論文。
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