A Study on The Relations of Market-Orientationt, Innovation and Performance: An Empirical Examination of 7-11 Taiwan

[[abstract]]企業經營績效的影響變數為何，長久以來無論是在學術界或實務界，均持續被廣泛地研究與討論。本研究以統一超商的兩種創新服務－代收服務與電子商務服務為例，進行個案分析，據以探討市場導向、創新與績效間的關係，並得出以下幾點重要結論。 一、 企業之持續性競爭優勢取決於相較其本身過去及競爭者能力之差異，而競爭優勢之建立則來自於核心資源；此資源特性具有獨特性、專屬性及模糊性。 二、核心資源可強化市場導向與組織績效間之正向關係。 三、市場導向的組織有利於技術創新與管理創新之實行，至於其實行成效則有賴公司的核心資源。 四、技術創新與管理創新間之正向互動能為組織績效帶來綜效。 五、市場導向的組織，透過實行技術創新與管理創新將導致較高之組織績效，特別是當其擁有厚實的核心資源時。[[abstract]]What are the variables that affect the performance of a business? This issue has been widely under research and discussion for years, both in the theoretical area and practical area. For the same reason, this research choose a very successful enterprise that noted for its innovative services- SET(7-ELEVEn in Taiwan) and makes case studies on two of its most successful innovative services－Bill Payment & E-Service(enable consumers to fulfill their payment and delivery of orders through internet in the 7-11 stores) and tries to find out the relations among these three specific variables : market orientation, innovation, performance. After researching, there comes some conclusions as following : 1. A business’s consecutive competing advantage is the differences compared with it’s past itself and competitors, and the construction of competing advantage is based on core resources. This so called “core resources” has three attributes : unique, nontransferable, vague. 2. Core resources can strengthen the positive co-relations of the following two variables : market orientation, performance. 3. An organization that is market oriented is easier to put technology innovation and management innovation into practice, but the outcome is decided by the core resources. 4. The interaction between technology innovation and management innovation can bring synergy to the performance. 5. A market-oriented organization can make higher performance through technology innovation and management innovation, especially when it’s with strong core resources