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时间:2018-11-21
《市场导向理论研究展望论文》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、市场导向理论研究展望论文.freelarketdriven)和驱动市场(marketdriving),从与市场结构关系方面丰富了市场导向的内涵。(2)文化观点(Narver和Slater,1990,1994;Deshpande,Farley和TKOR量表,以及Kohli、Jaar(1993)提出的MARKOR量表。MTKOR量表主要由顾客导向、竞争者导向和职能间协调三个行为构面组成,而MARKOR量表则从情报的产生、情报扩散和情报相应三个构面来发展量表。此外,许多学者在此基础上进一步发展新的测量工具,例如,Deng和Dart(1994
2、)在MTKOR量表中加入了“利润导向”的构面;Gray等(1998)提出了包括顾客导向、竞争者导向、职能间协调、响应性和重视利润的五维度量表;Deshpande和Farely(1998)开发了更为简洁的MORTN量表。(三)市场导向度与其他变量关系自Kohli和JaarMerlo等,2009),部分学者则发现两者之间正相关关系极其微弱(例如,Diamantopoulos和Hart,1993;Au和Tse,1995;BulentMenguc等,2008),甚至部分研究并没有发现两者之间有任何关系(例如,Greenley,1995;Han
3、,1998等)。其后,一些学者针对上述研究结果的不一致现象,试图引入中间变量和调节变量进行解释(例如,Narver和Slater,1995;Han,Kin和Sricastava,1998;Matsuno和Mentzer,2000;Yinghong(Susan)arketing,25(2008):34-55.2CharlesR.Taylor,KyungHoonKim,etc.Doeshavingamarketingorientationleadtohigherlevelsofrelationshipmitmentandbusinessp
4、erformance?EvidencefromtheKoreanroboticsindustryJ.IndustrialMarketingManagement,37(2008):825-832.3DessG.G.,Robinson,R.B.,MeasuringorganizationalperformanceintheabsenceofobjectivemeasuresJ.StrategicManagementJournal,1984,5:265-273.4Diamantopoulos,Adamantios,Hart,Susan,Li
5、nkingmarketorientationandpanyperformanceevidenceonKohliandJaeanc:empiricalevidencefromUKpaniesJ.BritishJournalofManagement,1995,6:1-13.6Han,J.K.,Kim,N.,Srivastava,R.K.,Marketorientationandorganizationalperformance:isinnovationamissinglinkJ.Journalofmarketing,1998,62:30-
6、45.7Hooley,GrahamJohnFahy,TonyCox,JozaefBeracs,KraysztofFonfara,BorisSnoj.Marketingcapabilitiesandfirmperformance:ahierarchicalmodelJ.Journalofmarket-focusedmanagement,1994,4:259-278.8Jaarketorientation-performancerelationshipJ.JournalofMarketing,2000,64(4):1-16.11OmarM
7、erlo,SeigyoungAuh.Theeffectsofentrepreneurialorientation,marketorientation,andmarketingsbuunitinfluenceonfirmperformanceJ.MarketingLett.2009(20):295-311.12Slater,S.F.andNarver,J.C.,Doespetitiveenvironmentmoderatethemarketorientation-performancerelationshipJ.JournalofMar
8、keting,1994,58(January):46-55.13Slater,S.F.andNarver,J.C.,MarketorientationandthelearningorganzationJ.Journalo
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