Shyh-Rong Fang

Internal market orientation, market capabilities and learning orientation

Purpose – The purposes of this paper are to examine whether internal market orientation facilitates the development of external market capabilities, before influencing organizational performance, and to investigate whether learning orientation strengthens the aforementioned link. Design/methodology/approach – This study collected data through a survey and utilized moderated hierarchical regression analysis to examine the hypothesized relationships. Findings – Internal market orientation facilitates the development of both market capabilities and in turn enhances organizational performance. The result also shows that customer-linking capability is a stronger mediator between internal market orientation and organizational performance. Besides, learning orientation does not moderate the relationship between internal market orientation and external market capabilities. Research limitations/implications – This study only examines two market capabilities; considers only internal market orientation and does not ...

The relationship of foreign R&D units in Taiwan and the Taiwanese knowledge-flow system

Abstract In the development of knowledge-based economies there are two important issues of concern: one is the extent to which knowledge is shared or diffused and the second is the direction of the diffusion or flow. As globalization of technology increases, multinational enterprises (MNEs) require rapid growth of overseas research and development (R&D) capacity. This leads to two trends: the establishment of overseas R&D facilities and sharing knowledge within host countries. This paper investigated the R&D programs and facilities of foreign firms based in Taiwan and their impact on the flow of knowledge in Taiwan. The major findings reported suggest that the strategic importance of the Taiwanese market is the dominant reason for MNEs to establish overseas R&D units in Taiwan. In addition, foreign R&D investment had a significant impact on Taiwans knowledge-flow system. From these results some policy suggestions are offered, and implications for future research described.

Enhancing innovation through learning: the roles of market orientation and interorganisational knowledge stores

Drawing on the organisational learning theory, this study regards market orientation as a market-based learning and seeks to advance insight into how market orientation and interorganisational knowledge stores together affect different types of innovation. Our findings from a sample of 246 manufacturing firms provide supporting evidence for the positive effect of market orientation on both explorative and exploitative innovation. The effect of market orientation on innovation gets amplified when firms possess large amount of interorganisational knowledge, demonstrating the synergistic effect produced by different types of learning which is less known. This study, therefore, sheds light on the under-researched area of literature surrounding the interaction between different learning activities and the roles of knowledge from different sources on firm innovation.

Toward Brand Loyalty: Two Bridges of Brand and Customer Relationship Quality

This study synthesizes C-A-C model (Cognition-Affection-Conation) (Oliver, 1997) and relations hip marketing ap proach (Berry and Paras uraman, 1991) to build brand loyalty model. This s tudy portraits that brand relationship quality (BRQ) and customer relationship quality (CRQ) are two important mediating roles. This study contributes in that brand and customer relationship quality are two important and significant bridges leading to customers’ brand loyalty from brand benefits. Finally, managerial implications and directions for future research are discussed and suggested.

An Empirical Study of Manufacturing Competence

The manufacturing strategy means to highly evaluate the procactive part the manufacturing function takes, and furthermore to make it become a competing asset or arms of the corporation. However, how the corporation can, effectively take the advantage of the manufacturing function to gain competence is heavily depended on the role the manufacturing department plays. In this regard, ”the manufacturing strategic role” has a profound influence on its manufacturing strategy. The purpose of this research is to study the linkage of manufacturing strategic role; manufacturing competence and corporation performance, and adopts empirical research for information/electronic industry on Taiwan. We use LISREL model to complete this empirical research. The major conclusions of this research are summarized as follower: The paper has developed a theoretical model, and it has significant statistical meanings. Furthermore, the manufacturing strategic role has effect on both the manufacturing competence and corporation performance. Thus this theoretical model has been verified.