市場導向、組織學習、組織創新與組織績效間關係之研究：以科學園區資訊電子產業為例

The issue that ”Market orientation will improve performance” has been discussed for over 30 years. Most scholars consider market orientation as one of the core issues for modern marketing management and strategy. Among the numerous empirical studies examining the association between market orientation and organizational performance, many studies have shown a positive association between market orientation and organizational performance. However, some have found no significant relationship. Therefore, some scholars interpret the mixed findings by incorporating the mediating variables. This research presents a conceptual framework for incorporating organizational learning and innovations as the mediating variables between market orientation and organizational performance. The samples of this study include 145 companies from the information technology industry in the Scientific Industry Parks. The global model fit is acceptable. This empirical result supports the constructs mentioned above. Market orientation has a positive and direct impact on organizational learning, administrative and technical innovation. Organizational learning has a positive and direct impact on administrative and technical innovation, but with no satistically significant direct impact on performance. Furthermore, organizational learning does have a positive and indirect impact on performance by means of organizational innovations. However, that the effect of the two innovation types (both administrative and technical) interact with each other is not statistically significant.