An alternative to assess the fit between marketing organization characteristics and competitive strategy

• Main Authors: Lee wei-yin, 李威穎
• Other Authors: 林金賢
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/18928659375400751875

碩士 === 國立中興大學 === 企業管理學系研究所 === 93 === Small and medium enterprises are one of the locomotives of economic development in Taiwan. They also create large number of career opportunities making our society stable and wealthy. Taiwan is famous for its successful economic experience in the world. But the trend of globalization changed the industrial environment and causes more intense competition. These revolutions deeply influence the enterprises’ operational performance. SMEs within the same industry provide products or services with high homogeneity. Besides, they also face a lot of problems such as small scale and narrow market, high cost and low quality, capital shortage and finance difficulty, lack of human resources and technology laggard, hardly available equipment and row materials, low willingness for R&D and so forth. Therefore, currently, how to produce superior performance became an important issue. This study involves the concept of fit. Therefore, it tried to employ neuro fuzzy to solve these problems and employed the concept of fit to discover different implications. The focus of this study is on whether variables have non-linear relationships, whether different configuration will output equifinality and whether cross terms in regression equation may have explanatory bottleneck. According to the results, it is expected to discover factors that lead to superior or inferior performance for small and medium enterprises in Taiwan. In this study, it can be found that the organization structure is no statistical significance. It means that only business strategy and task types have influence on performance. This is because that the study’s subject is small and medium enterprises in Taiwan. Their organization structure is not so mature that would impact on performance. Moreover, the prediction power of NF is better than regression’s. It can provide a reliable result to predict whether business will lead to failure. Businesses having inferior performance are in this study, they can improve their performance by rules block which they can clearly understand themselves where the weakest link in the company is.