Discuss Organizational Innovation, Organizational Capabilities, Organizational Strategies, and Market Performance Optimization

探討組織創新、組織能力、組織策略和市場績效之優化

10.53106/181666012022041801001

吳明和(Ming-Ho Wu)

Organizational Innovation ； Organizational Strategy ； Organizational Competences ； Market Performance ； Competence-Based View (CBV) ； 組織創新 ； 組織戰略 ； 組織能力 ； 市場績效 ； 基於能力的觀點（CBV）

行銷科學學報

18卷1期（2022 / 04 / 01）

1 - 34

英文

＂Innovation＂ is the result that the enterprise integrates their own resources and competences. It is also the key element that the enterprise maintains long-term competitive advantage. Although the issues related to innovation has been studied by academia and industry, the literature lack of empirical method to analyze the relationships among organizational innovation and other organizational factors, and the impact of market performance comprehensively. As a result, this research adopts competence-based view to establish an integrated framework to analyze the relationships among organizational innovation, organizational competences, organizational strategy, and market performance. In this study, the population was from the ranked 5000 of the companies in Taiwan in 2014. This study adopted proportion allocation in stratified random sampling to draw 500 samples. The 500 questionnaires were sent out, 100 copies were returned, 8 invalid samples were removed, and there were 92 valid copies with effective response rate was 18%. Regression Analysis was utilized to test the hypotheses of this study. The results of this study are shown as follows: a. The interaction of radical innovation and marketing capability is positive impact on the firms with market-oriented strategy. b. The interaction of radical innovation and service innovation capability is negative impact on the firms with market-oriented strategy. c. The interaction of radical innovation and marketing capability is significantly positive impact on the firms with cost-oriented strategy. d. The interaction of radical innovation and service innovation capability is negative impact on the firms with cost-oriented strategy. e. The organizations adopting the radical innovation will significantly positive impact on market performance through market-oriented strategy. f. The organizations adopting the radical innovation will significantly positive impact on market performance through cost-oriented strategy. Managerial implications and future research directions are discussed.

「創新」為企業本身整合資源和能力的相對結果，「創新」也是企業可以保持長期競爭優勢的關鍵重要因素，在學術界和工商業界中，已經研究許多與創新有關的重要議題，但在相關文獻中，缺乏有效率的經驗法則，可以進行分析組織創新與其他因素之間的關係，以及與市場績效的相關影響。因此，本研究採用基於能力的觀點，建立一個綜合性研究整體框架，用以分析組織創新、組織能力、組織策略和市場績效之間的關係。此項研究中，相關資料來自於台灣2014年員工人數排名在前5000家的企業公司，以分層隨機抽樣，採用比例分配來抽取500個樣本，總共發出500份問卷，退回100份，去除無效樣本8份，有效問卷92份，有效回覆率為18％，此研究的重要假設，使用回歸分析法進行驗證動作，研究的結果整理如下：a.根本性創新和行銷能力的相互作用，對採用市場導向戰略的企業，產生積極影響。b.根本性創新和服務創新能力的相互作用，對採用市場導向戰略的企業，產生負面影響。c.根本性創新和行銷能力的相互作用，對採用成本導向戰略的企業，產生顯著的積極影響。d.根本性創新和服務創新能力的相互作用，對採用成本導向戰略的企業，產生負面影響。e.採取根本性創新的組織，將通過以市場為導向的戰略，對市場績效產生重大的積極影響。f.採取徹底創新的組織，將通過以成本為導向的戰略，對市場績效產生重大的積極影響。此外，並討論其管理意涵與未來可以進行之相關研究方向。

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