在面臨與日劇增的市場競爭下，企業為求維持生存和競爭優勢，愈來愈依賴創新以提高其競爭力。為了維持競爭力，企業必須不斷地創造新的策略、產品與吸引人的特色。因此，如果能比競爭者更有效率的推出顧客所需求的新產品時，方能成為市場中的領導者。這種以顧客為中心的經營理念正在逐漸形成，企業朝向市場導向發展的趨勢也已刻不容緩。
為探討企業發展市場導向能力對新產品開發績效之影響，本研究採問卷調查法進行問卷調查，以驗證動態能力之程序構面及其各要素對於發展市場導向能力與新產品開發績效之干擾效果。研究結果發現，執行市場導向會影響新產品開發績效，而動態能力之程序構面(協調/整合、組織學習、重置/轉換)對於企業執行市場導向與新產品開發績效會產生部分顯著的影響。而研究結果更發現，動態能力、市場導向、新產品開發績效與產業別在整體結構具有干擾效果。

Firms rely on innovations to achieve and sustain competitive advantages in ever-changing markets. Companies must constantly develop new strategies and appealing products to secure market shares. When implementing business plans and strategic managements, companies must weigh in market orientation to strive for success.

This study investigated the effect of market orientation on new product performance and further explored the role of the overall process and underlying factors of dynamic capability in the effect of market orientation on new product performance. We found that market orientation indeed modulated new product performance and the process of dynamic capability (coordination / integration, organizational learning, and reconfiguration / transformation) confounded the effect of market orientation on new product performance. Moreover, the study showed that the confounding effect of dynamic capability varies among industry categories.

表目錄 III
圖目錄 V
第一章 緒論 1
1.1研究背景與動機 1
1.2 研究目的 4
1.3論文架構 4
1.4研究流程 5
第二章 文獻探討與研究假設 7
2.1市場導向 7
2.1.1市場導向的起源與定義 7
2.1.2市場導向之衡量構面 14
2.2新產品開發績效 17
2.2.1新產品開發績效之起源與定義 17
2.2.2新產品開發績效之衡量構面 19
2.3動態能力 26
2.3.1動態能力之起源與定義 26
2.3.2動態能力之衡量構面 30
2.4構面之相關性與假設推導 36
2.4.1市場導向與新產品開發績效的關係 36
2.4.2動態能力、市場導向與新產品開發績效的關係 39
第三章 研究方法 41
3.1研究架構 41
3.2研究假設彙整 42
3.3研究變數定義與衡量 43
3.3.1市場導向之操作性定義 43
3.3.2新產品開發績效之操作性定義 44
3.3.3動態能力之操作性定義 45
3.4問卷設計與資料收集 48
3.5資料分析方法 49
第四章 研究結果與資料分析 52
4.1樣本結構分析 52
4.2各構面之統計資料分析 53
4.3研究構面之因素分析 56
4.3.1市場導向 56
4.3.2新產品開發績效 59
4.3.3動態能力 62
4.4研究構面之信度與效度分析 64
4.5市場導向與新產品開發績效之影響分析 66
4.5.1市場導向與新產品開發效果之影響效果 66
4.5.2市場導向與新產品開發效率之影響效果 67
4.6動態能力之干擾效果分析 68
4.6.1動態能力在市場導向與新產品開發效果之干擾效果 68
4.6.2動態能力在市場導向與新產品開發效率之干擾效果 70
4.7產業別在整體結構之干擾效果分析 73
4.7.1動態能力在市場導向與新產品開發效果之干擾效果-製造業 73
4.7.2動態能力在市場導向與新產品開發效率之干擾效果-製造業 76
4.7.3動態能力在市場導向與新產品開發效果之干擾效果-服務業 79
4.7.4動態能力在市場導向與新產品開發效率之干擾效果-服務業 80
4.8研究結果討論 85
第五章 結論與未來研究方向 89
5.1研究結論 89
5.1.1市場導向對新產品開發績效之各構念間影響效果 90
5.1.2動態能力在市場導向與新產品開發績效之各構念間干擾效果 90
5.2管理意涵 92
5.3研究貢獻 93
5.4研究限制與後續研究建議 94
5.4.1研究限制 94
5.4.2後續研究建議 95
參考文獻 96
附錄 106


表目錄
表2.1市場導向量表(MKTOR) 15
表2.2市場導向量表(MARKOR) 16
表2.3新產品開發績效衡量指標文獻彙整 18
表2.4新產品開發績效指標彙整 22
表2.5新產品開發績效指標彙整 25
表2.6動態能力文獻彙整 29
表2.7程序之構面與定義 32
表3.1市場導向構面量表 44
表3.2新產品發展績效構面量表 45
表3.3動態能力構面量表 45
表3.4本研究之研究變項與其操作性定義和衡量內容 46
表4.1樣本數與樣本回收結構表 52
表4.2樣本次數分配表 53
表4.3市場導向構面問項之敘述統計量 54
表4.4新產品開發績效構面問項之敘述統計量 55
表4.5動態能力構面問項之敘述統計量 55
表4.6市場導向屬性各構面之因素分析 56
表4.7市場導向一階驗證性因素分析表-修正版 59
表4.8新產品開發績效各構面之因素分析 59
表4.9新產品開發績效一階驗證性因素分析表-修正後 61
表4.10動態能力各構面之因素分析 62
表4.11動態能力一階驗證性因素分析表-修正後 64
表4.12各構面之信度與效度分析 65
表4.13市場導向與新產品開發效果影響效果分析 66
表4.14市場導向與新產品開發效率影響效果分析 67
表4.15動態能力對市場導向與新產品開發效果干擾效果分析 69
表4.16動態能力對市場導向與新產品開發效果干擾效果分析 70
表4.17動態能力對市場導向與新產品開發效率干擾效果分析 71
表4.18動態能力對市場導向與新產品開發效率干擾效果分析 72
表4.19動態能力對市場導向與新產品開發效果干擾效果分析(製造業) 74
表4.20動態能力對市場導向與新產品開發效果干擾效果分析(製造業) 75
表4.21動態能力對市場導向與新產品開發效率干擾效果分析(製造業) 77
表4.22動態能力對市場導向與新產品開發效率干擾效果分析(製造業) 78
表4.23動態能力對市場導向與新產品開發效果干擾效果分析(服務業) 80
表4.24動態能力對市場導向與新產品開發效率干擾效果分析(服務業) 81
表4.25動態能力對市場導向與新產品開發效率干擾效果分析(服務業) 82
表4.26研究假設一之結果驗證表 85
表4.27研究假設二之結果驗證表 87
表5.1研究假設結論彙整 91

圖目錄
圖1.1 本研究流程圖 6
圖2.1 Narver and Slater (1990)市場導向架構圖 12
圖3.1 本研究之觀念性架構圖 42
圖4.1 市場導向一階驗證性因素分析檢定結果-修正後 58
圖4.2 新產品開發績效一階驗證性因素分析檢定結果-修正後 61
圖4.3 動態能力一階驗證性因素分析檢定結果-修正後 63
圖4.4 市場導向之影響效果分析 85
圖4.5 動態能力之干擾效果分析 87
圖4.6 產業別在整體結構之干擾效果分析 88

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