题名

「外部行銷與內部行銷」，誰才握有卓越績效的籌碼？以大學推廣教育為例

并列篇名

＂External Marketing and Internal Marketing＂, Which Capability Holds the Key to an Outstanding Performance? A Case of Continuing Education of University

DOI

10.6295/TAMJ.202202_22(1).0001

作者

陳美莉(Mei-Li Chen)；張文榮(Wen-Jung Chang)

关键词

外部行銷 ； 內部行銷 ； 組織績效 ； 市場導向 ； 推廣教育 ； external marketing ； internal marketing ； organizational performance ； market orientation ； continuing education

期刊名称

台灣管理學刊

卷期/出版年月

22卷1期（2022 / 02 / 01）

页次

1 - 20

内容语文

繁體中文
中文摘要

一個服務組織若單憑外部行銷能力（external marketing capability, EMC）是無法處理複雜的行銷問題，除非內部行銷能力（internal marketing capability, IMC）也同時存在。市場導向（market orientation, MO）能影響組織內所有活動（包括行銷）。本研究以260份國內大專院校推廣教育機構（continuing education institutes, CEIs）有效樣本，並藉由結構方程式（structural equation modeling, SEM）來驗證MO、EMC/IMC與組織績效（organizational performance, OP）的關聯性。實證發現：EMC/IMC在MO-OP之間扮演完全中介角色；其中，EMC要比IMC來得有效。此結果意謂國內CEIs若要有不錯OP，應從EMC著手而非IMC；畢竟在同質競爭下，「先求有，再求好」的思維是值得參考。
英文摘要

A service organization with external marketing capability (EMC) cannot afford to manage complicated marketing problems except with the internal marketing capability (IMC) concurrently. Market orientation (MO) can influence any activity within an organization (e.g., marketing). A structural equation modelling (SEM) method based on 260 valid samples from continuing education institutes (CEIs) of Taiwanese universities was used to explore the relationships among MO, two marketing capabilities (MACs) and organizational performance (OP). Empirical findings indicate that EMC/IMC both serve as a complete mediator on MO-OP relationship, while EMC advantages IMC to determine the performance of modern university. This result indicates that CEIs need to embrace EMC rather than IMC to achieve excellent OP. Facing such rapid increase of market homogeneity, the philosophy of ＂Seek first, then seek better＂ is worthy of reference.
主题分类 社會科學 > 管理學
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被引用次数
  1. 謝琇玲,林惠敏,吳明衍(2023)。安內優先：內部顧客導向服務對情緒耗竭之影響分析。管理資訊計算，12(1)，272-280。
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