The Effects of Market Orientation and Tacit Knowledge Transfer on Performance

• Main Authors: Yi-Chao Cheng, 程意詔
• Other Authors: Sen-Kuei Liao
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/35760658309296685407

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 92 === Because of the activities and the quality of market orientation, a business has better performance and customer satisfaction by developing and responding market intelligence (Slater and Narver, 1995). According the definition of market orientation, the organization will search the intelligence about customer and competitor and disseminate this information by interfunctional coordination. In order to earn business profits, it is quite important for the staff to pay more attention to articulate and transfer personal tacit knowledge during delivering intelligence. In addition, entrepreneurship and labor are main production element in small or medium business in Taiwan. Successful entrepreneurship requires a blend of analytical, creative, and practical aspects of intelligence, which, in combination, constitute successful intelligence. Successful intelligence, the ability to succeed in life, can produce different kinds of new contributions. That is, successful intelligence is a basis for entrepreneurship (Sternberg, 2004) Based on above aspects, there is relationship among market orientation, tacit knowledge transference, customer satisfaction, entrepreneurial orientation and business performance. The LISREL software is used to analysis the empirical research to test the causal relationship and research hypotheses. From the results, we can find: 1. Customer orientation or competitor coordination orientation has positive effect on customer satisfaction. It shows when developing market orientation, organization could has better profit by emphasizing on the collection of customer’s demand and competitor intelligence to improve product and service. 2. Customer orientation or competitor coordination orientation has direct effect on tacit knowledge transference. That is, market orientation could help organizational to transfer undescribable experience and tacit knowledge. 3. Customer orientation or competitor coordination orientation directly affects customer satisfaction and indirectly affects business performance. Emphasizing on promotion customer satisfaction, strengthening the feeling of customer’s satisfaction and encouraging customer to buy or advertise product again, a company could enhance its performance. 4. Customer orientation or competitor coordination orientation directly affects customer satisfaction as well as the spirits of entrepreneurial orientation and indirectly affects business performance. It appears that market orientation, stressing the importance of customer and competitor information, could urge a company to enhance the degree of customer satisfaction, detect the future change trend of market and take risk to innovate products as well as service. 5. Customer orientation or competitor coordination orientation directly affects tacit knowledge transference and indirectly affects entrepreneurship of organization as well as indirectly affects business performance. When transferring unique and critical tacit knowledge effectively under the market orientation culture, a company could develop the three components of entrepreneurial orientation, to create superior business performance. The result also shows the insignificant relationships of tacit knowledge transference and business performance. Due to the character of long-term effect of tacit knowledge transference, the researcher might have to observe the tacit knowledge transference outcomes by a long time. Under the culture of market orientation, the manager still has to deliberate on how to practice tacit knowledge transfer, entrepreneurship of organization and customer satisfaction. Comprehension customer’s demand adequately, considering management strategy again and transferring tacit knowledge effectively, the organization could get better performance.