题名

IT Applications that Support Market Orientation and Marketing Capabilities: Two Vital Ingredients for e-Business Success

并列篇名

支援市場導向的資訊科技應用與行銷能力：兩項電子化企業成功的重要成份

DOI

10.6188/JEB.2011.13(3).01

作者

盧盈光(Ying-Guang Lu)；王存國(Eric T. G. Wang)

关键词

資訊科技應用 ； 市場導向 ； 行銷能力 ； 電子化企業績效 ； IT Applications ； Market Orientation ； Marketing Capabilities ； e-Business Performance

期刊名称

電子商務學報

卷期/出版年月

13卷3期（2011 / 09 / 01）

页次

491 - 516

内容语文

英文
中文摘要

儘管2000年至20003之間網際網路公司出現大舉倒閉的風潮，但網際網路環境存在的契機，卻仍然吸引了許多公司相繼投入電子化企業的領域。企業為了能夠在網際網路的環境蓬勃發展，並避免重蹈覆轍，便必須找出電子化企業成功的重要成份。本研究採用市場導向及行銷能力兩個主要的行銷概念，來探究電子化企業成功的關鍵驅動力。本研究探究的結果建議，公司應該發展支援市場導向的資訊科技應用，同時建構企業的行銷能力。運用部份最小平方法(partial least squares)的統計方法進行檢測後，本研究發現：(1)支援市場導向的資訊科技應用及行銷能力對於電子化企業的績效具有直接的增進效果；(2)支援市場導向的資訊科技應用有助於提升於電子化企業的行銷能力；(3)支援市場導向的資訊科技應用也間接透過行銷能力提昇了電子化企業的績效。
英文摘要

Despite the high rate of insolvency of Internet companies during 2000-2003, the opportunities in the Internet environment remain attractive, causing firms to plunge into the e-business domain. To prosper in the Internet world and to break with past patterns, firms must identify the vital ingredients of e-business success. This study used two principal marketing concepts-market orientation and marketing capabilities-to investigate key drivers of e-business performance. The results suggest that online businesses should develop IT (information technology) applications that support market orientation, and build marketing capabilities. With a Partial Least Square (PLS) analysis, we find that: (1) both IT applications that support market orientation and marketing capabilities have direct enhancing effects on e-business performance; (2) IT applications that support market orientation are helpful for e-business marketing capabilities; (3) IT applications that support market orientation also increase e-business performance indirectly through marketing capabilities.
主题分类 人文學 > 人文學綜合
基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 社會科學綜合
参考文献
  1. Webmergers.com (2003), "Internet companies three years after the height of the bubble," Research report, Webmergers.com, San Francisco, CA. Retrieved August 15, 2003,from http://www.webmergers.com/data/article.php? id=67
  2. Afuah, A.,Tucci, C. L.(2001).Internet Business Models and Strategies: Text and Cases.London, England:McGraw-Hill.
  3. Appiah-Adu, K.(1997).Market orientation and performance: Do the findings established in large firms hold in the small business sectors?.Journal of Euromarketing,6(3),1-26.
  4. Asian Business(2002).Digital dragons defy odds.Asian Business,38,34-35.
  5. Barua, A.,Konana, P.,Whinson, A. B.,Yin, F.(2001).Driving e-business excellence.MIT Sloan Management Review,43(1),36-44.
  6. Bollen, K. A.(1989).Structural Equations with Latent Variables.New York:John Wiley & Sons, Inc..
  7. Collis, D. J.,Montgomery, C. A.(1996).Competing on resources: Strategy in the 1990s.Harvard Business Review,73(4),118-128.
  8. Conant, J. S.,Mokwa, M. P.,Varadarajan, P. R.(1990).Strategic types, distinctive marketing competencies, and organizational performance: A multiple measure-based study.Strategic Management Journal,11,365-383.
  9. Cooper, R.(ed.),Madden, G.(ed.),Lloyd, A.(ed.),Schipp, M.(ed.)(2006).The Economics of Online Markets and ICT Networks.New York:Physica-Verlag HD.
  10. Day, G. S.(1994).The capabilities of market-driven organizations.Journal of Marketing,58(4),37-51.
  11. Dutta, S.,Narasimhan, O.,Rajiv, S.(1999).Success in high-technology markets: Is marketing capability critical?.Management Science,18(4),547-568.
  12. Efron, B.,Gong, G. A.(1983).Leisurely look at the bootstrap, jackknife, and cross-validation.The American Statistician,37(1),36-48.
  13. Elbashir, M.,Collier, P. A.,Davern, M. J.(2008).Measuring the effects of business intelligence systems: The relationship between business process and organizational performance.International Journal of Accounting Information Systems,9(3),135-153.
  14. Falk, R. F.,Miller, N. B.(1992).A Primer for Soft Modeling.USA, Akron:The University of Akron Press.
  15. Farhoomand, A.,Lovelock, P.(2001).Global E-commerce.Singapore:Prentice Hall.
  16. Fornell, C.,Larcker, D. F.(1981).Structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18,440-452.
  17. Grant, R. M.(1991).The resource-based theory of competitive advantage: implications.California Management Review,33(3),114-135.
  18. Grant, R. M.(1996).Prospering in dynamically-competitive environments: Organizational capability as knowledge integration.Organization Science,7(4),375-387.
  19. Hair, J. F.,Anderson, R. E.,Tatham, R. L.(1992).Multivariate Data Analysis with Readings.USA, New York:Maxwell.
  20. Inmon, W. H.,Terdeman, R. H.,Norris-Montarnari, J.,Meers, D.(2001).Data Warehousing for E-Business.USA, New York:John Wiley & Sons.
  21. Jüttner, U.,Wehrli, H. P.(1994).Competitive advantage: Merging marketing and competence-based perspective.Journal of Business & Industrial Marketing,9(4),42-53.
  22. Kahn, K. B.(1998).Characterizing inter-functional coordination and its implications for market orientation and performance.Proceedings of American Marketing Association Winter Educator's Conference,Chicago:
  23. Kalakota, R.,Whinston, A. K.(1997).Electronic Commerce: A Manager's Guide.USA, Massachusetts:Addison Wesley.
  24. Keeney, R. L.(1999).The value of internet commerce to the customer.Management Science,45(4),533-542.
  25. Kohli, A. K.,Jaworski, B. J.(1990).Market orientation: The construct, research propositions, and managerial implications.Journal of Marketing,54(2),1-18.
  26. Kohli, A. K.,Jaworski, B. J.,Kumar, A.(1993).MARKOR: A measure of market orientation.Journal of Marketing Research,30(4),467-477.
  27. Langerak, F.(2001).Effects of market orientation on the behaviors of salespersons and purchasers, channel relationships, and performance of manufacturers.International Journal of Research in Marketing,18(3),221-234.
  28. Mahadevan, B.(2000).Business models for internet-based e-commerce: An anatomy.California Management Review,42,55-69.
  29. Mahajan, V.,Srinivasan, R.,Wind, J.(2000).The dot-com retail failures of 2000: Were there any winners?.Journal of Academy of Marketing Science,30(4),474-486.
  30. Maltz, E.,Kohli, A. K.(2001).Reducing marketing's conflict with other functions: The differential effects of integrating mechanisms.Journal of the Academy of Market Science,28(4),479-492.
  31. Monroe, K. B.,Arbor, A.(1982).Casual modeling: A general method for developing and testing theories in consumer research.Advances in Consumer Research,8,195-202.
  32. Moore, M.,Fairhurst, A.(2003).Marketing capabilities and firm performance in fashion retailing.Journal of Fashion Marketing and Management,7(4),386-396.
  33. Narver, J. C.,Slater, S. F.(1990).The effect of a market orientation on business profitability.Journal of Marketing,54,20-35.
  34. Nunnally, J. C.(1978).Psychometric Theory.USA, New York:McGraw-Hill.
  35. O''Driscoll, A.,Carson, D.,Gilmore, A.(2000).Developing marketing competence and managing in networks: A strategic perspective.Journal of Strategic Marketing,8,183-196.
  36. Ozer, M.(2005).Online business: Tailoring your business environment in order to compete.International Journal of Information Management,25,137-149.
  37. Pelham, A. M.,Wilson, D. T.(1996).A longitudinal study of the impact of market structure, firm structure, strategy, and market orientation culture on dimensions of small-firm performance.Journal of Academy of Management Science,24(1),27-53.
  38. Pelham, A.,Wilson, D. T.(1995).Does market orientation matter for small firms.Marketing Science Institute Report,95-102.
  39. Peterson, R. A.,Balasubramaniam, S.,Bronnenberg, B. J.(1997).Exploring the implications of the internet for consumer modeling.Journal of the Academy of Marketing Science,25(4),329-346.
  40. Porter, M. E.(2001).Strategy and the Internet.Harvard Business Review,79(March),63-78.
  41. Prahalad, C.,Hamel, G.(1990).The core competence of the corporation.Harvard Business Review,68(3),79-91.
  42. Prasad, V. K.,Ramamurthy, K.,Naidu, G. M.(2001).The influence of internet-marketing integration on marketing competencies and export performance.Journal of International Marketing,9(4),82-110.
  43. Razi, M. A.,Tarn, J. M.,Siddiqui, F. A.(2004).Exploring the failure and success of DotComs.Information Management & Computer Security,12(2/3),228-244.
  44. Reed, R.,DeFillippi, R. J.(1990).Causal ambiguity, barriers to imitation, and sustainable competitive advantage.Academy of Management Review,15(1),88-102.
  45. Riggins, F. J.,Rhee, H.(1998).Toward a unified view of electronic commerce.The Communications of ACM,41(10),88-95.
  46. Sherer, S. A.,Kohli, R.,Baron, A.(2003).Complementary invest in change management and IT investment payoff.Information Systems Frontiers,5(3),321-333.
  47. Singh, M.,Byrne, J.(2004).E-business evaluation in Australia: A discussion of some preliminary findings.Proceedings of the Fourth International Conference on Electronic Business, International Academic Publishers
  48. Slater, S. F.(1995).Issues in conducting marketing strategy research.Journal of Strategic Marketing,3(4),257-270.
  49. Slater, S. F.,Narver, J. C.(1994).Does competitive environment moderate the market orientation-performance relationship?.Journal of Marketing,58(1),46-55.
  50. Stol, H.(2009).A Framework for Evidence-Based Policy Making Using IT: A Systems Approach.Uitgeverij Eburon.
  51. Teece, D. J.,Pisano, G.,Shuen, A.(1997).Dynamic capabilities and strategic management.Strategic Management Journal,18(7),509-533.
  52. Tsai, M. T.,Shih, C. M.(2004).The impact of marketing knowledge among managers on marketing capabilities and business performance.International Journal of Management,21(4),524-530.
  53. Tuominen, M.,Moller, K.,Rajala, A.(1997).Marketing capability: A nexus of learning-based resources and a prerequisite for market orientation.Proceedings of the Annual Conference of the European Marketing Academy
  54. Vaidya, K.,Sajeev, A. S. M.,Gao, J.(2005).E-procurement assimilation: An assessment of e-business capabilities and supplier readiness in the Australian public sector.Proceedings of the 7th international conference on Electronic commerce,Xi'an, China:
  55. Venkatramen, N.,Ramanujam, V.(1986).Measurement of business performance in strategy research: A comparison of approaches.Academy of Management Review,11(4),801-814.
  56. Vorhies, D. W.(1998).An investigation of the factors leading to the development marketing capabilities and organizational effectiveness.Journal of Strategic Marketing,6(1),2-23.
  57. Vorhies, D. W.,Harker, M.,Rao, C. P.(1999).The capabilities and performance advantages of market-driven firm.European Journal of Marketing,33(11-12),1171-1202.
  58. Wigand, R. T.(1997).Electronic commerce: Definition, theory, and context.The Information Society,13(1),1-16.
被引用次数
  1. 黃慧玲、陳岳陽(2016)。電子化行銷導向之量表發展與驗證。電子商務學報，18(1)，c1-23。
print cancel