運用多重方法剖析策略導向和組織能力之真實績效意涵：經理人知覺衡量、商業次級資料庫和電腦輔助內容分析之整合運用、方法比較和延伸

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Title:	運用多重方法剖析策略導向和組織能力之真實績效意涵：經理人知覺衡量、商業次級資料庫和電腦輔助內容分析之整合運用、方法比較和延伸 Using Multiple Approaches to Gain Insights as to Actual Performance Implications of Strategic Orientations and Organizational Capabilities: Integration, Comparison, and Extension of Perceptual Measures of Managers, Business Secondary Databases, and C
Authors:	陳彥君
Contributors:	國企系
Keywords:	顧客導向競爭者導向創業導向電腦輔助內容分析經理人知覺衡量縱貫性研究
Date:	2017-2019
Issue Date:	2018-03-02 10:36:52 (UTC+8)
Abstract:	創造持久競爭優勢為企業經營管理上的關鍵議題，行銷策略領域學者在此議題上主要聚焦於「市場驅動」和「驅動市場」兩種策略方法的思考。在市場驅動方法的思維下，學者聚焦於企業顧客導向和競爭者導向對於競爭力和績效提升之效果；另一方面，在驅動市場方法的邏輯下，研究人員則關注企業創業導向對於長期競爭優勢建立之影響。兩者方法各有其擁護者，但對於以這兩種方法所延伸出之策略導向在企業持久競爭優勢和長期績效的看法相當分歧。其中，一些學者提出顧客導向和競爭者導向較有利於的短期績效提升，而創業導向則較能創造長期績效。此看法雖然獲得不少的認同，但卻受限於傳統行銷策略研究運用高階經理人問卷調查的方法多屬橫斷面難以進行縱貫性研究，因而缺乏足夠的實證資料支持。另一方面，也因為缺乏縱貫性資料，策略導向、組織能力和企業績效在學理上的因果關聯性仍存在不少爭論。同時，也因為高階經理人問卷調查執行上之回收不易，造成以策略導向為核心發展的行銷策略研究少有進行跨國比較之研究和調查，而上述研究上的爭論和缺口造成當代行銷策略知識發展上的窒礙。因此，本研究計畫結合傳統經理人知覺衡量、商業次級資料庫和新興的電腦輔助內容分析方法進行一系列系統性的研究來填補上述研究缺口，並選擇台灣和美國電子製造業為研究背景。確切來說，本研究計畫主要將運用電腦輔助內容分析方法發展出縱貫性研究，針對企業年報資料衡量企業各種策略導向和能力表現，藉以剖析顧客導向、競爭者導向和創業導向對於企業長短期績效之影響效果，同時驗證策略導向和組織能力之真實因果關係。再者，本研究亦將透過比較電腦輔助內容分析方法和傳統高階經理人問卷知覺調查之方法，藉以回應過去方法論上對於以高階經理人問卷調查之效度和真實性爭議，最後，本研究將發展理論架構比較台灣和美國電子廠商在各項策略導向和企業能力表現上之差異，提供學理、實務和政策上之意涵。而此研究設計也呼應了美國行銷科學學會於2016 年提出2016-2018 研究重點四中的「結合新資料、新方法和新技能」，整體而言，本計畫研究人員相信研究發現將可對行銷策略、行銷研究方法、和國際行銷領域在理論和管理實務觀念上做出重要的貢獻。 How to sustain competitive advantage is a key issue for business operations. Research in marketing on the subject focuses on two main approaches namely: market driven and market driving. The advocates of a market-driven approach center on the impacts of customer and competitor orientations on firm competitiveness and varied performance outcome metrics, while the advocates of a market-driving approach concentrates on the effect of entrepreneurial orientation on the long-term competitive advantage of firms. However, there are diverse views on the effects of strategic orientations based on market driven and market driving on sustainable competitive advantage and long-term performance of firms. Despite the predominant view that customer and competitor orientations are more beneficial for firms to improve short-term performance, while entrepreneurial orientation is more useful for firms to yield superior long-term performance, lack of empirical evidence supports this view because the traditional marketing strategy research mainly adopts cross-sectional questionnaire survey by obtaining perceptual data from senior executives with very rare research adopting longitudinal survey. Specifically, owing to the lack of empirical evidence obtained from longitudinal study, the causation among strategic orientation, firm capabilities, and firm performance still exists theoretical debates. In the meanwhile, because of the difficulty in executing repeated survey of senior managers, rare marketing research as to the strategic orientation issue conducts cross-national survey and assessment. The above research gaps and debates impede the development of contemporary marketing strategy theories. Therefore, this research project plans to address these research gaps by integrating the traditional method of collecting perceptual data from senior managers, business secondary databases, and emerging computer-aided text analysis (CATA) method. Empirically, the Taiwan’s and United States’ electronics industry are further selected as the research context. More specifically, this research project attempts to conduct a longitudinal study by using CATA to measure varied strategic orientations and firm capabilities from annual reports, thereby investigating short-term and long-term performance implications for customer orientation, competitor orientation, and entrepreneurial orientation respectively. Based on this research design, the actual causal relationship between strategic orientation and firm capabilities can be further clarified. In addition, another objective of this research project is to compare the methods of using perceptual data obtained from senior managers and CATA. This would help resolve the methodological controversy in terms of the validity and accuracy of managers’ perceptions. Finally, this research project aims to measure strategic orientations of Taiwanese and United States’ firms by using CATA respectively and further compare whether any difference exists as well as possible impacts of these differences on firm competitiveness and performance. Following this, implications for practitioners, scholars and policy makers would be offered. Overall, the proposed two-year research project responds to the Marketing Science Institute’s (2016) 2016-2018 research priorities by seeking a better understanding of how to bring multiple sources and types of information together to gain insights and to make better decisions (2016-2018 Research Priorities: Research Priority 4 “New data, new methods, and new skills – how to bring it all together?”). It is believed that the results from this research project would provide meaningful theoretical and managerial implications in the marketing strategy, marketing research method, and international marketing areas.
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