Performance among Entrepreneurial Proclivity and Market Orientation─An Example as Kaohsiung’s Architecture Industry

• Main Authors: Ping-Ching Cheng, 鄭平清
• Other Authors: Fu-Yung Kuan
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/27220740045707281912

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 91 === To the business practical affairs, starting an enterprise is an essential part of career planning. It’s apparently not enough if you’ve only got an enthusiasm. The evidence shows that it still needs to be mastering at the focusing and the forecasting of the market information. Through combining two methods together in order to advance the management performance of your enterprise. According to the professors of architecture industry, there is not always showing positive relationship between innovation and entrepreneurship which especially in rapidly changing market. The company executives adopt their successful experiences from the past; no matter how active or creative the companies will still fail. Since the wrong technique of managing the enterprise and the instability of the market, so the relationship between marketing orientation and performance becomes negative. One should be careful and creative in the architecture industry in order to get better position. On the other hand, when a company tries to run a risk of a case, the high principal will make it hard to success. The scale of company is also important. Through the interview, we can see that small company can respond the market efficiently. The small ones can respond to the market much more quickly and specialize themselves. They don’t have to compete with the others and survive longer than the others. The results show that the more creativity one has got, the more positive effect he will get. Above all, information does play a really important role but sometimes one has to see further and broader in building trade. If you just following the marketing orientation blindly, sometimes it would fail. The world is changing and the needs of customers are changing, too. Somehow the needs of customers are brought up and architecture industry companies can lead them by fashionable designing and etc. We don’t always follow after marketing orientation.