| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 100 === With the advancement of technology consumers today have more choices than before, and there is increasing influence of the strategy of market orientation. How resources are allocated for market orientation has become an important subject, thus this paper will look at financial performance figures from a more subjective point of view using the questionnaire method. We chose companies in the semi-conductor industry in Taiwan for our research.
Research finding suggests that within the Taiwanese semi-conductor industry, companies that are growing tend to adopt consumer orientation and inter-functional cooperation strategies. Companies that are more mature tend to be spread out more evenly amongst consumer orientation, inter-functional cooperation, and market orientation. Therefore, even though growing companies may have better performance figures they are also easily influenced by market fluctuations. Mature companies that are leaders within their field have more stable financial performance figures.
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