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研究生:黃麗娟
研究生(外文):Li-Chuan Huang
論文名稱:在電子化企業環境下以配適的全形觀點探究企業策略、市場導向與服務創新之關係
論文名稱(外文):The Holistic Perspective of Fit between Business Strategy, Market Orientation, and Service Innovation in e-Business Environment
指導教授:吳有龍吳有龍引用關係
指導教授(外文):Yu-Lung Wu
學位類別:博士
校院名稱:義守大學
系所名稱:資訊工程學系
學門:工程學門
學類:電資工程學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:54
中文關鍵詞:電子化企業服務創新市場導向企業策略配適
外文關鍵詞:e-BusinessService InnovationMarket OrientationBusiness StrategyFit
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隨著企業電子化的快速發展,為了回應千變萬化的市場需求,企業必須了解市場趨勢及顧客需求,積極追求企業創新也是影響企業績效的重要因素之一。許多企業面臨經營之瓶頸與獲利率之壓力。鑑於此,企業除了應有規劃良善的市場導向作為之外,亦需將其與企業的策略導向進行策略上之校準,使企業能夠在高度競爭的環境中得以整合不同資源,以提升競爭力而達成永續經營之目的。
以往,針對服務創新和市場導向配適的研究並沒有清楚的探討,且目前探討此兩者間配適之相關文獻亦較少使用多方法加以驗證彼此間之關係,故這兩者間的關係對研究者而言,仍是有待整清的重點。此外,探討市場導向與策略導向對績效影響的研究不在少數,但此連結關係之研究結果卻出現極大的差異,而此差異之緣由乃在於忽略了策略配適之效果。基於此,本研究之研究目的乃針對企業策略、市場導向與服務創新三者之間進行多種統整性的配適分析。以台灣企業為抽樣對象, 加以驗證本研究所提出的配適假說是否對企業績效有顯著之影響,以清楚了解「企業策略」、「市場導向」和「服務創新」三者之間的配適效果。因此,本研究即利用配適之概念,探討市場導向與策略導向應如何相互配適,為企業創造績效,提升企業成長率及獲利率之基石。
本研究假設檢驗的實證資料收集來自台灣大型企業。以配適的觀點探究其對績效的影響。研究结果顯示,以共變數的配適觀點支持了企業策略、市場導向和服務創新之間的配適關係。
With the rapid development of the e-Business, in order to respond to the ever-changing market demands, enterprises not only have to realize the market trends and customer needs, active pursuit of business innovation is also one of the important factors affecting business performance. Many enterprises have been stranded at a bottleneck of management and the pressure of revenue. In view of these issues, enterprise is supposed to have well-organized market-oriented activities aligning with its business strategy to compete in the market in order to achieve the goal.
In the past, little research has been devoted examining fit relationship between service innovation and market orientation. In addition, the analysis of fit in studies is focus on using single method. Thus, the relationship between these two factors needs to be clear defined. Although lots of studies examined the effect of market orientation and strategy orientation on performance, there seems to have the contradiction in the findings because of the neglect of the fit effect. Accordingly, the purpose of this study focuses on using multiple methods to test the fit between the three strategies of business strategy, market orientation and service innovation. Therefore, drawing on the concept of fit, this study tried to examine the effect of fit between the three antecedents on business performance measuring with growth and profitability.
Empirical data for hypothesis testing are collected from top-ranked companies in Taiwan. Performance implications of fit are examined. The generated findings show that the holistic perspective of fit as covariation supported the fit relationships between business strategy, market orientation, and service innovation.
中文摘要...................................................ii
Abstract ................................................iii
Table of Content ........................................ iv
List of Tables............................................vi
List of figures..........................................vii
1.Introduction.............................................1
1.1 Research Background and Motives….......................1
1.2 Purpose of the Study...................................3
1.3 Research Proces........................................3
2. Literature Review.......................................5
2.1 Service Innovation.....................................5
2.2 Current Study on Service Innovation....................7
2.3 Market Orientation.....................................8
2.4 Current Studies on Market Orientatio..................11
2.5 Fit...................................................21
3. Research design and methodology........................22
3.1 Research model and hypothesis.........................22
3.2 Measurement scale development.........................23
3.3 Data Collection Procedure.............................27
3.4Statistical Techniques.................................28
4. Data analysis and Results..............................29
4.1 Sample characteristics................................29
4.2 Descriptive statistics................................29
4.3 Measurement model testing with reliability and
validity..............................................31
4.4 Structural model testing wit fit as covariation
perspective...........................................32
5.Conclusion and Implications.............................34
5.1 Theoretical implication...............................34
5.2 Practical implication.................................35
References ...............................................37
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