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題名 | Market Orientation and Market Change=論市場導向與市場變化 |
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作者姓名(中文) | 蔡瑤昇; 廖森貴; | 書刊名 | 臺北科技大學學報 |
卷期 | 34:2 2001.09[民90.09] |
頁次 | 頁199-206 |
分類號 | 496 |
關鍵詞 | 行銷觀念; 市場導向; 市場變化; 臺灣企業; Marketing concept; Market orientation; Market change; Taiwanese business; |
語文 | 英文(English) |
中文摘要 | 眾所周知的,無論是國内或是在國外的市場,都在極為快速的變化之中。本文旨在探索市場導向於市場變化的環境中之應用。市場導向不是單一的,它蘊含著數個元件(components),而且它亦受到文化層面的影響。本文探討的焦點不在於西方的企業,而是東方的企業,亦即針對八家臺灣的企業當做個案,以深度訪談的方式訪問了四十八位高階主管,經過分析以後,本研究發現臺灣的企業主管,主要是運用市場導向以作為反應經營環境的變化,來達到企業經營内部與外部導向之間的平衡以及達到對既有企業文化之永續傳承與變革之間平衡的一種機制。 |
英文摘要 | There is general agreement that markets are changing rapidly, both nationally and internationally. This paper examines the implications of this trend for market orientation. However, market orientation is not just one thing; it has many components, is expressed in different ways, and is subject to cultural variation. The focus of this paper is on the oriental business world, in particular on case studies of eight Taiwanese firms. A survey of 48 senior managers shows that in Taiwan market orientation serves primarily as a mechanism by which firms respond to changes in the business environment in order to achieve balance between an internal and external focus, and between continuity and change. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。