English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 110206/141131 (78%)
Visitors : 46893922      Online Users : 1132
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/50744
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/50744


    Title: 行銷動態能力、行銷生產力、潛規則與績效之關係─以大陸台商為例
    The relationship among marketing dynamic capability, marketing productivity, hidden rules and firm performance - Taiwanese companies in China
    Authors: 郭斯敏
    Contributors: 巫立宇
    Wu, Li Yu
    郭斯敏
    Keywords: 行銷動態能力
    行銷生產力
    潛規則
    海外直接投資
    大陸台商
    Date: 2010
    Issue Date: 2011-09-29 16:31:43 (UTC+8)
    Abstract: 本研究以大陸台商為研究對象,欲了解行銷動態能力、行銷生產力以及地主國市場之潛規則對競爭優勢及績效之影響。本研究以行銷動態能力為出發點,探究企業欲創造競爭優勢及績效所應考量之中介變數,以及當企業在進行海外直接投資時,所面臨之環境所帶來之調節效果,來建立本研究整體架構。由於研究對象為大陸台商,為提升問卷回收效率及效果,本研究樣本架構採用便利抽樣及滾雪球之方式, 主要發放對象為大陸台商高階經理人,涵蓋國立政治大學台商班、EMBA班、校友會、研究人員相關人脈,整體回收對象擴及製造業及服務業,總回收份數為67份,扣除填答不完全者,有效問卷共63份。本研究以成對樣本t檢定及迴歸模型驗證假說,研究結果發現行銷生產力在研究架構中具有重要中介意義,行銷動態能力不僅被視為能耐,更能轉化為台商的行銷資產,並且透過行銷資產的投入,愈能有效運用其資產以產出有效果之行銷生產力,愈能提升其競爭優勢與績效,且潛規則的調節效果,更凸顯行銷生產力的重要性,台商應更重視政治利害關係人所帶來的影響並應加以管理,當台商同時能夠愈有效利用潛規則顯性管理工具管理社會-政治利害關係人時,愈能夠強化行銷生產力提升競爭優勢與績效的效果,且政治利害關係人對台商造成經營上的影響程度,顯著高於非政治利害關係人所造成之影響,因此台商應將管理工具資源投入較高比重上放在政治利害關係人之管理上。
    Reference: 中文部分
    Hill CWL and Jones GR (2007),策略管理第七版(Strategic Management Theory 7th edition),華泰文化事業股份有限公司
    吳思 (2000),潛規則 : 中國歷史上的進退遊戲,究竟出版社
    林碧慧 (2009),臺商在中國大陸之商業賄賂行為分析,國立台北大學犯罪學研究所,碩士論文
    邱皓政 (2008),量化研究與統計分析,五南圖書出版股份有限公司
    耿曙、林瑞華 (2007),制度環境與協會效能:大陸台商協會的個案研究,臺灣政治學刊
    英文部分
    Anderson EW, “Customer satisfaction and word-of-mouth,” Journal of Service Research, Vol.1, No.1 (1998), 1-14.
    Ambler T, Bhattacharya CB, Edell J, Keller KL, Lemon KN, and Mittal V, “Relating brandand customer perspectives on marketing management,” Journal of Service Research, Vol.5 (August 2002), 13-25.
    Augier M and Teece DJ., “Dynamic capabilities and the role of managers in business strategy and economic performance,” Organization Science, Vol. 20, Issue 2 (March/ April 2009), 410-421.
    Blackman C, “The rules of the game, St Leonards: Allen & Unwin.,” China Business (2000).
    Boddewyn JJ, “Political aspects of MNE theory,” Journal of International Business Studies, Vol.19, No.3 (1988), 341-363.
    Bourgeois L, “On the measurement of organizational slack,” Academy of Management Review, Vol. 6, No. 1 (1981), 29-39.
    Brewer TL, “An issue-area approach to the analysis of MNE-government relations’,” Journal of International Business Studies, Vol.23, No.2 (1992), 295-309.
    Clark BH and Ambler T, “Marketing performance measurement: Evolution of research and practice,” International Journal of Business Performance Management, Vol.3 (Winter 2001), 231-244.
    Day GS, “The capabilities of market-driven organizations,” Journal of Marketing, Vol.58 (October 1994), 37-52.
    Eisenhardt DM and Martin JA, “Dynamic capabilities: What are they?,” Strategic Management Journal, Vol. 21 (2000), 1105-21.
    Fang E and Zou S, “Antecedents and consequences of marketing dynamic capabilities in international joint ventures,” Journal of International Business Studies, Vol.40 (2009), 742-761.
    Freeman RE, “Strategic management: A stakeholder approach,” Pitman, Boston (1984).
    Griffin A and Hauser J, “The voice of the customer,” Marketing Science, Vol. 12, No.1 (1993), 1-25.
    Harris LC, “Market orientation and performance: Objective and subjective empirical Evidence from UK companies,” Journal of Management Studies, Vol.38, No.1 (2001), 17-43.
    Harris DA and Helfat CE, “The board of directors as a social network: a new perspective,” Journal of Management Inquiry, Vol. 16 Issue 3 (September 2007), 228-237.
    Henderson R and Cockburn I, “Measuring competence? Exploring firm effects in pharmaceutical research,” Strategic Management Journal, Vol. 15 (1994), 63-84.
    Holtbrugge D and Berg N, “Public affairs management activities of German multinational corporations in India,” Journal of Business Ethics, Vol.3, No.1 (March 2001), 105-119.
    Holtbrugge D and Berg N, “How multinational corporations deal with their socio-political stakeholders: an empirical study in Asia, Europe and the US,” Asian Business & Management, (March 2004), 299-313.
    Hult T, Ketchen D and Slater S, “Market orientation and performance: An integration of disparate approaches,” Strategic Management Journal, Vol. 26, No. 2 (2005), 1173-1181.
    Jaworski BJ and Kohli AK, “Market Orientation: Antecedents and consequences,” Journal of Marketing, Vol.57 (July 1993), 53-70.
    Kamakura, Ramaswami S, and Srivastava RK, “Applying latent trait analysis in the evaluation of prospects for cross-selling of financial services,” International Journal of Research in Marketing, Vol.8, No.4 (1991), 329-49.
    Kobrin SJ, “Trends in ownership of U.S. manufacturing subsidiaries in developing countries: an interindustry analysis’, in F.I. contractor and P. Lorange (eds.),” Cooperative Strategies in International Business Lexington Books, Lexington, MA (1988), 129-142.
    Kohls J and Buller P, “Resolving cross-cultural ethical conflict: Exploring alternative strategies’,” Journal of Business Ethics, Vol.13 (1994), 31-38.
    Mentzer J, DeWitt W, Keebler J, Min S, Mix N, Smith C and Zacharia Z, “Defining supply chain management,” Journal of Business Logistics, Vol. 22, No. 2 (2001), 130-165.
    Nigh DW and Cochran PL, “Issue management and the multinational enterprises,” Management International Review, Vol. 27, No.1 (1987), 4-12.
    O’Sullivan D and Abela AV, “Marketing performance measurement ability and firm performance,” Journal of Marketing, Vol. 71 (April 2007), 79-93.
    Pisano GP and Wheelwright SC, “The new logic of high-tech R&D,” Havard Business Review, Vol. 73, No.5 (1995), 93-97.
    Porter ME, “Competitive advantage : creating and sustaining superior performance,” New York: Free Press; London: Collier Macmillan (1985).
    Reinartz W and Kumar V, “The mismanagement of customer loyalty,” Harvard Business Review, Vol.64, No.4 (2002), 17–35.
    Rust RT, Ambler T, Carpenter GS, Kumar V, and Srivastava RK, “Measuring marketing productivity: current knowledge and future directions,” Journal of Marketing, Vol.68 (October 2004), 76-89.
    Slater S and Narver J, “Market orientation and the learning organization,” Journal of Marketing, Vol. 59, No. 3 (1995), 63-74.
    Slotegraaf R, Moorman C and Inman J, “The role of firm resources in returns to market deployment,” Journal of Marketing Research, Vol. 40, No. 3 (2003), 295-309.
    Srivastava R, Shervani T and Fahey L, “Marketing, business processes and shareholder value: An organization-ally embedded view of marketing activities and the discipline of marketing,” Journal of Marketing, Vol. 63 (Special issue, 1999), 168-179.
    Teece DJ, “Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance,” Strategic Management Journal, Vol. 28 (2007), 1319-1350.
    Teece DJ, Pisano G, and Shuen A, “Dynamic capabilities and strategic management,” Strategic Management Journal, Vol. 18, No. 7. (August 1997), 509-533.
    Wartick SL and Wood DJ, “International business and society,” Blackwell Publishers, Malden, MA-Oxford (1998).
    Welge MK and Holtbrugge D, “Internationales Management (3rd edn),” Stuttgart:Schaeffer-Poeschel (2003).
    Wernerfelt B, “A resource-based view of the firm,” Strategic Management Journal, Vol.5, No.2 (1984), 171-180.
    Wiklund J and Shepherd D, “Knowledge-based resources, entrepreneurial orientation, and the performance of small and medium-sized businesses,” Strategic Management Journal, Vol.24, No. 13 (2003), 1307-1314.
    Woodruff R, “Customer value: The next source for competitive advantage,” Journal of the Academy of Marketing Science, Vol. 25, No.2 (1997), 139-153.
    Wu LY, “Applicability of the resource-based and dynamic-capability views under environmental volatility,” Journal of Business Research, Vol. 63 (2010), 27-31.
    Description: 碩士
    國立政治大學
    企業管理研究所
    98355040
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098355040
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

    Files in This Item:

    There are no files associated with this item.



    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback