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    題名: 創新、行銷、動態能耐與經營績效之關聯：環境競爭度與企業規模對資源運用之影響
    作者: 鄭至甫
    貢獻者: 科技管理與智慧財產研究所
    關鍵詞: 動態能力;創新能力;行銷能力;資源優勢理論;產業競爭;Dynamic capability;Innovation capability;Marketing capability;Resource-advantage theory;Industry competitiveness
    日期: 2014
    上傳時間: 2017-07-17 16:35:23 (UTC+8)
    摘要: 理論上，企業投注資源於行銷能力和創新能力的建構有助於提升企業在動態市場上的競爭力與績效表現；然而在此前提下，企業規模大小確有明顯的影響。依本研究提出之理論模型測試692間大、中、小型企業，分析結果顯示大型企業在高產業競爭環境條件下，動態能力的建構有助於績效表現。對於小型企業，單獨的創新或行銷能力投資則降低了整體績效表現。對於中型企業，創新與行銷能力的建構之於企業表現關係則顯現渾沌。然而對小型企業，動態能力的建構在抵禦競爭上舉足輕重。因此，考慮小型企業的資源有限性，管理工作應著眼於行銷和創新能力的整合，因為每個單一能力不會對企業表現有顯著正面的影響。對於中型企業而言，在高產業競爭環境下，行銷能力是支持獲利的關鍵；否則，單一的創新能力將無法引領企業獲利。對於大型企業，高產業競爭環境對於企業績效並無嚴重威脅，反而對企業在能力的建構上有催化的效果，此結果顯示大型企業應該側重於建立長期的策略優勢。 Although investments in marketing and innovation capabilities theoretically help firms to compete in dynamic markets and enhance performance, company size has a strong influence on whether this is the case. In a test of a proposed conceptual model, this study of 692 small, medium, and large enterprises found that large firms prospered from building dynamic capabilities under conditions of high industry competitiveness, while investments in innovation and marketing individually diminished small firms’ performance. The effect was mixed for medium-size firms. In small enterprises, however, dynamic capability proved to be crucial in order to withstand competition. Therefore, taking into account these firms’ limited resources, managerial efforts should be focused on the integration of marketing and innovation capabilities, because each capability alone does not have a significant positive impact on performance. In medium-sized enterprises, the support of marketing capability is required to raise profitability under conditions of high industry competitiveness; otherwise, innovation would not lead to actual profits. For large enterprises, industry competitiveness was found to be a less serious threat to performance, and instead is a catalyst to the development of capabilities, suggesting that managers of such firms should focus on building long-term strategic advantages.
    關聯: 科技部
    102-2410-H-004-239
    資料類型: report
    顯示於類別:[科技管理與智慧財產研究所] 國科會研究計畫

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