Research on the Relationship of Cross-Functional Cooperation, Market Orientation and Marketing Innovation—A Case Study on Health Food

• Main Authors: Shang-Ru Dong, 董尚儒
• Other Authors: Zhao-Quan Yu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/25289937244502220804

碩士 === 東吳大學 === 企業管理學系 === 99 === Recently, because of rising of the personal health care, the industries relating with biotechnology are growth quickly, the Taiwan’s government has also established biotechnology development center Industrial Technology Intelligence Services (ITIS) for increasing the competence of local biotechnology industry. This researcher has chosen one category of biotechnology—health food industry whose market and technique are more maturity than others, so it’s hard to attract customers using the traditional marketing tools in this subindustry, but the marketing innovation, or innovative marketing can do that—create new customers value. This research discusses how do the independent variables—Marketing Orientation and Cross-functional Cooperation influence Marketing Innovation, and Marketing Innovation whether can reflect itself on both marketing performance and/or operating performance. Using the mail questionnaires collect data, and analyze with Structural Equation Modeling (SEM). The result shows those variables are highly relative among each others, but there is a significant relationship of path from Cross-functional Cooperation through Market Orientation to Marketing Innovation, and also Marketing Innovation significant relationship of path with both Marketing Performance and Operating Performance, proved a causal relationship model.