市場知識是企業的策略性資產、產品創新的核心能耐，不少研究也開始探討市場 知識如何影響企業績效的關係。企業所處環境變化越來越快，本研究嘗試結合市 場知識、能力基礎觀點和動態能力理論等近年引用到行銷範疇等學理觀點，希望 和上述文獻對話。首先，提出「市場知識(資源投入)→市場績效(產出)」關係中， 行銷表現或行銷生產力在能力基礎觀點下可能之中介角色(運作程序)；此為第一 年計畫。其次，從動態能力觀點提出行銷動態能力於市場知識兩者間如同互補性 資源搭配來影響市場績效，即行銷動態能力與市場知識之交互作用效果。另一方 面，若從動態能力觀點，企業的知識資源也可解釋為在競爭激烈且動態環境中， 企業必須比其他競爭者更有效率的整合、建立、重組內外部市場知識以提高競爭 力，因此企業對知識整合機制的觀念也有必要納入探討其調節角色的重要性；此 為第二年計畫。 Market knowledge is recognized as a strategic asset for firms and a core competency for product innovation. Recently, academic studies start to explore how market knowledge influences firm performance. This study integrates market knowledge, Capabilities-Based View (CBV) and dynamic capabilities theory (which has been widely used in the marketing field) to explore the relationship of market knowledge and firm performance. Year 1 proposal provides a study that links CBV concept into the input-output chain and examines a possible mediating role for marketing productivity in the relationship between market knowledge and market performance. From a strategic point of view, market orientation and dynamic capabilities seem to be complementary resources; and the two might have a joint effect on market performance. Year 2 study focuses on investigating the interaction effects of market knowledge and dynamic capabilities on a firm’s market performance. From a dynamic capabilities perspective, to be more competitive in a dynamic and fast changing environment, a firm needs to acquire capabilities to integrate, build, and reconfigure internal and external market knowledge more effectively than its competitors. We propose a theoretical framework to examine the pivotal moderating role of knowledge integration mechanism.
