市場導向、組織創新、環境變動與企業績效關聯性之研究 -以IC設計產業為例

Abstract

藉由行銷領域的市場導向理論針對半導體產業鏈上游的IC設計產業進行實証研究，以形成市場導向的三大要素：顧客導向、競爭者導向和跨部門溝通作為基礎，以此三項要素衡量市場導向的程度，並討論其對企業績效之影響。透過市場導向與企業績效關係之研究，並探討組織創新是否為一中介變數及環境變動是否帶來調節效果。

本研究主要發現屬於半導體B2B商業模式的IC設計業者，雖然其產品無需直接面對終端的消費者，但仍然具備市場導向特質，並可藉由市場導向形成的企業文化帶來正向的企業績效。無論是本國或是外國IC設計公司都要親自走入市場深入通路，藉以掌握技術脈動、競爭態勢，並了解顧客需求，並要能迅速將資訊情報快速分享於各個部門，整合資源以發揮綜效，因此具備市場導向的特質也是構成高科技產業在面臨全球化競爭浪潮下必要之核心能力。

強調管理與技術並行的組織創新在市場導向與企業績效關係中具備中介效果，IC設計產業可藉由組織架構與管理制度的革新以及新產品與新技術的開發帶來更佳的企業績效。然而外在的環境變動，則對市場導向與企業績效關係不具任何調節果。IC設計業者位於產業鏈的上端，對於適應產業的動態變化與掌握環境變遷的敏銳度，不論是大小型企業，不論是新舊公司，皆為IC設計廠商必要的競爭要件，因此一時的環境變動並不影響市場導向與績效關係。

The subject of market orientation (MO) has been of interest to both researchers and practitioners for several years. The work of Narver and Slater (1990) investigates that shaping a market orientation culture will lead to a positive corporate performance. The empirical research is to find whether a IC Design industry which stands in upper position of a semiconductor supply chain has the nature of market orientation culture or not.

The results successfully replicate Narver and Slater’s findings that the IC Design industry within a B2B business environment has the activities of market orientation. Results illustrate that implementing the behavior of customer orientation, competitor orientation and inter-department coordination which are three main components of market orientation will lead to a significantly positive effect of corporate performance. Moreover, organizational innovation will have a mediation effect between the relationship of MO and corporate performance. That means emphasizing more on organizational innovation will also lead to a stronger relationship between MO and corporate performance. However, we find no moderating effect due to environmental factors. Environment turbulence has no influence on the relationship between MO and performance. This can be explained that dealing the challenge of intensive global competition is essential in IC design industry. Therefore, environment turbulence will not moderate the relationship of MO and business performance.