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台灣地區非營利組織管理之研究(II):非營利組織市場導向之研究:組織學習觀點
The Study of Market Orientation on Nonprofit Organization: an Organizational Learning Approach
1.黃俊英
1.Jun-ying Huang
1.國立中山大學企業管理學系
1.Department of Business Management, National Sun Yat-sen University
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1.國立中山大學企業管理學系
1.Department of Business Management, National Sun Yat-sen University
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1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1998-08-01
A.14 計畫執行期間(訖):1999-07-31
1999-03-011999-05-31
A.16 收到日期:1999-10-01
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行政院衛生署對台灣醫院暨教學醫院評鑑為準醫學中心以上之財團法人醫院

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C.2 聯絡日期:1999-10-20
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1.國立中山大學企業管理學系
1.Department of Business Management, National Sun Yat-sen University
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C.7 資料公開日期:2001-08-01
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1.市場導向
2.組織學習
3.組織績效
1.Market Orientation
2.Organizational Learning
3.Organizational Performance
市 場導向之企業文化的重要性與價值已受到學術界及實務界的肯定,大多數的學者認為市場導向是現代行銷管理和策略的核心之一。然而創造市場導向的文化只是一個 開端而已,要達成好的績效,尚需透過組織學習將市場導向的文化落實於組織運作中。本研究以組織學習作為中介變項,來探討市場導向與績效間的關係,並以非營 利的大型財團法人醫院為研究對象進行實証的研究。研究結果發現,市場導向與組織學習的多重構面特性得到實証支持,且市場導向、組織學習、及組織績效量表在 實証上均有不錯的信度水準。在市場導向、組織學習及組織績效的關係上,本研究採用了巢狀模式的比較方法來驗證及比較完全中介模式與其他比較模式的適合度, 從各個適合度指標比較的結果顯示,完全中介模式是較適合的,顯示將組織學習當作市場導向對提升組織績效的中介變數之論點是被支持的。

The importance and the value of a market oriented business culture has been highly affirmed by managers and scholars alike. Most of the scholars think market orientation is the core of modern marketing management and strategy. However, for a business to improve its performance, creating a market orientation is only a start. A market oriented culture can achieve maximum performance only if it is complemented by organization learning for organizational operating. This study examined the mediating efforts of organization learning on the relationship between market orientation and organizational performance. The model is estimated with a sample of large nonprofit hospitals in Taiwan. The results of the study reveal that the construct of market orientation and organization learning are multiple dimensions, and the scale of market orientation, organization learning, and organizational performance are highly reliable. Among the relationship of the three constructs and by adopting the nested models comparisons, this study compares the complete mediating model with other models. The comparison of the good-of-fit indicators shows that the full mediating model fits better. In other words, the hypothesis is supported by the finding that organizational learning mediates the relationship between market orientation and organizational performance.

D.16 完成檢誤日期:2000-12-18
D.17 預定釋出日期:2001-08-01
D.18 初次釋出日期:2001-08-01
D.19_1 最新版釋出日期:2001-08-01
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10.6141/TW-SRDA-E88083-1
追蹤清單
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