Organizational Innovation and Marketing Innovation Intentions for Innovative Activities Relevance Research - Taiwan Information Industry as an Example

• Main Authors: Ding, Wei-Neng, 丁偉能
• Other Authors: 楊千
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/6ahqy2

碩士 === 國立交通大學 === 管理學院經營管理學程 === 105 === The purpose of this study is to investigate the industrial innovation activities in Taiwan, and to verify the interaction between the innovation of the information industry and the innovation and innovation in the information industry. In addition, innovative activities and innovation needs every industry in the decision-making must understand the application. This paper explores the relationship between organizational innovation, marketing innovation and marketing activities in the information and electronics industry, using the results of the third survey of Taiwan's industrial innovation. In terms of innovation, innovation can be found in different ways of classification, such as product or process innovation, or customer management, marketing or procedural innovation, and Taiwan enterprises are facing global competition in the industry, strong living pressure enveloped in the various Industry, so many companies in the software and hardware must be innovative change in order to avoid incurring out, will help to enhance the competitiveness of enterprises. To be able to extend and increase the relevant competitive strategy through the degree of innovation and the way in which the activities are carried out The empirical results of this study show that the "Organizational Innovation Intent" of the Taiwanese information electronics industry has a significant positive impact on its "demand for innovative activities", while the "creative innovation intentions" of the Taiwan information electronics industry And the "creative innovation intent" of the information electronics industry has a positive impact on its "organizational innovation intent". And the "Organizational Innovation Intent" of the Taiwan Information Electronics industry has the intermediary effect between "marketing innovation intention" and "innovation activity demand".