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題 名 | 市場驅動的組織學習與新產品成功之關係探討=The Relationship between Market Driven Organizational Learning and New Product Success |
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作 者 | 洪順慶; 沈經洪; | 書刊名 | 管理學報 |
卷 期 | 20:3 2003.06[民92.06] |
頁 次 | 頁515-545 |
分類號 | 494.2 |
關鍵詞 | 組織學習; 市場驅動; 市場導向; Organizational learning; Market driven; Market orientation; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究從市場驅動的觀點闡釋組織學習,探討侑檢驗組織觀、市場情報處理程序及新產品成功之的關係,並將過去行銷學者較少著墨的組織記憶納入研究架構,瞭解其在市場驅動組織學習中的作用與重要性。本研究針對臺灣地區營收淨額超6億以上製造業、服務業及金融業以問卷調查法蒐集資料,共回收278份有效問卷,運用LISREL VIII進行實證分析,結果顯示:(1)組織價值觀(學習的承諾、共享的願景與開放的心態)對市場情報處理程序有顯著的正向影響;(2)組織記憶對報報蒐集、情報蒐集對情報傳遞、以及情報傳遞對情報反應皆存在顯著的正向關係;(3)市場情報反應對新產品成功有顯著的正向影響。 |
英文摘要 | This article bases on the view of market driven to explain the organizational learning and explore the relationship among organizational values, the procedure of market intelligence processing, and new product success. Additionally, the authors subsume organizational memory, seldom mentioned by other marketing academics, into the conceptual framework to probe the effect and importance of organizational memory in the market driven organizational learning. The manufacturing, service and financial industries which sales over 60 million dollars were selected as research objects. 278 valid questionnaires were collected. The result of empirical analysis by means of LISREL VIII shows that (1) Organizational Values (including the commitment to learning, shared vision, and open mindedness) have positive effect on the procedure of market intelligence processing. (2) These pair of relationships between the organizational memory and the generation of market intelligence, the generation of market intelligence and the dissemination of market intelligence, and the dissemination of market intelligence and the responsiveness of market intelligence are all strong and positive. (3) The new product success was influenced by the responsiveness of market intelligence. |
本系統中英文摘要資訊取自各篇刊載內容。