| Summary: | 碩士 === 國立嘉義大學 === 管理研究所 === 91 === The core competence and the result of the interaction within the industry environment are the key factors of corporate profitability. Recently, studies in strategic management field have emphasized the important effect that market orientation has to corporate performance. Market orientation is the organizational culture that most effectively and efficiently creates the necessary behaviors for the creation of superior value for buyers and, thus, continuous superior performance for the business. However, the relationship between market orientation and performance still has some gaps ought to be discussed. Especially, the question whether the positive market orientation-performance relationship is monotonic across different strategies hasn’t been fully investigated (Greenley, 1995). Therefore, according to Narver and Slater’s (1990) market orientation perspective and through multiple methodologies, the purpose of our study is to discuss the effects of the fitness of knowledge characteristics and organizational learning type on corporate performance.
We conclude that there is significant difference between organizational learning type and knowledge characteristic. When the degree of knowledge module, path dependence and explicit is higher, the organization tends to introduce adaptive learning type. It shows that the more the knowledge characteristics is module, path-dependency and explicit, the more the organizations focus on the organizational routine and which helps members of company to solve problems by using company norms or policy.
Moreover, we separate the organizational learning type as generative learning and adaptive learning by using cluster analysis to compare if different learning type will affect the positive relationship between market orientation and corporate performance. We find that the effect of market orientation to performance is stronger when introducing adaptive learning type. It also shows that the effect of the fitness between industrial knowledge characteristics and learning type will impact the relationship of market orientation and performance. When the degree of technology change is lower, market orientation facilitates corporate to understand customer’s need and which brings competitive advantage. On the contrary, when the degree of technology change is higher, corporate depend on technologic innovation to achieve competitive advantage.
The contribution of this study is that we have found the relationship between market orientation and corporate performance is not monotonic. Meanwhile the knowledge characteristic will impact the choice of learning type and performance. Moreover, to avoid the subjective measurement of corporate performance, we use multiple measurements to measure their performance to make our study more objective. In practice, we conclude that the firm should adopt different learning type to crate competitive advantage in the different industry situation.
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