• newsletters
PHD BBL: Issues on Strategic Orientations and Their Impacts on Organizational Competitive Advantage and Performance
Published At:2018-05-23 
 2018-09-14 updated

Thanks to Prof. Huang holding this academic lecture. It was our pleasure to invite Associate Prof. Chen to come to the College of Management for academic lectures. Mr. Chen lectured on "Issue on Strategic Orientations and Their Impacts on Organizational Competitive Advantage and Performance" as the subject of this speech. His speech included three researchers.  

At the beginning of the report, Prof. Chen, who was taught at the Department of International Business of the Chinese Culture University(PCCU), cited the literature to explain the implications of  "Strategic Orientations" and then elaborated on the development of market orientation from the perspectives of behavioral and cultural perspectives. Among them, when Prof. Chen mentioned that he was still a doctoral student in 2008, market orientation had been developed for nearly 20 years. Accumulative knowledge had been accumulated on the direction of market orientation affecting the competitive advantage and performance of companies, both discussions of mediation and adjustment mechanism between performance relationships had been relatively completed and mature. Therefore, Prof. Chen believed that besides market orientation, there should be many strategically-oriented concepts that have not yet been fully researched in explaining and enhancing the competitive advantage of enterprises, and thus develop the issue accordingly. Chen cited three possible directions: interaction orientation, alliance orientation, and entrepreneurial orientation. At the same time, Professor Chen introduced the progressive process of the three research developments in this lecture through the three research contributions of the method, context, and theory. 

Prof. Chen's first study was "Interaction Orientation and Product Development Performance for Taiwanese Electronics Firms: The Mediating Role of Market-related Capabilities". The main topic discussed in this article is interactive orientation. Marketing involves three core value activities: CRM, new product development, and supply chain management. Interaction Orientation has been linked to the scenario of customer relationship management. Prof. Chen's article selected Taiwan's electronics manufacturing industry to explore the role of interactive orientation in enhancing the performance of the company's new product performance. The rationale behind this is stated as follows: The previous literature encourages companies to interact more with customers, but this may be a double-edged sword. Prof. Chen cited the example of an Apple supplier to illustrate that the high viscosity of customer relationships may lead to weaknesses in bargaining power and tactical passiveness. Since it is a dual role in the literature, Prof. Chen tries to reinforce the lack of literature on interactional orientation and new product development in his research and complements the intermediary interaction mechanism that leads to new product development performance. In addition, Prof. Chen mentioned an important concept in his lecture: In the traditional customer orientation, the customer is in a passive position; However, nowadays, in the interactive orientation, the customer status begins to become an active role. Through empirical results, the study shows that increasing interactions with customers can increase customers' involvement in new product development and eventually gain more quality product innovation. This study not only provided new possibilities for customer management in Taiwan's electronics manufacturing industry but also provided interactive and academic support for the entire industry in Taiwan. 

For the second study, "Alliance Orientation, Competitive Advantage in NPD, and New Product Success", which mainly discussed the role of the alliance orientation in the development of new products. Prof. Chen mentioned three important aspects of alliance management: alliance scanning, alliance coordination, and alliance learning. In this study, we mainly discussed how companies can use effective alliance management to enhance the competitive advantages of new product development processes and solutions, and further create better new product successes. In addition, an important contribution of the study is to propose a coalition-oriented consensus construct and explore its regulatory performance in the alliance-oriented and new product development competitive advantage. At the same time, the study also found that market fluctuations and competition intensity have different regulatory effects on the competitive advantages of new product development and new product success. In terms of integration. The research methods, model validity and data collection of this article have been improved compared to the previous study. The research results provide new thinking for Taiwanese electronics manufacturing industry to build strategic alliances to promote the success of new products. 

The final report of the study was: "Toward Greater Understanding of the Role of Entrepreneurial Orientation in Creating Market Success: A Comparative-Design, Longitudinal Study". This study mainly discusses the impact of entrepreneurial orientation on market success. Due to time constraints, Mr. Chen briefly introduced the research framework, data sources, research findings, and research contributions. First of all, through the literature summary, Prof. Chen found that in the past, he had studied more attention and adjustment mechanisms, and he had relatively less research on intermediary mechanisms. Secondly, in the aspect of researching data sources, the research in this paper has a great improvement in data collection; (1) This paper uses computer-aided text analysis (CATA) to analyze the text content of the company's annual report and then measures the enterprise's entrepreneurial orientation. The investment and show. (2) Assist to measure intermediate variables such as dynamic capabilities in the form of high-level managerial surveys. (3) Obtain company performance variables based on the financial indicators in the company's financial statements. At last. The results of this paper find that high entrepreneurial orientation can enhance the company's dynamic capabilities and competitive advantage. In terms of research contribution, the main performance is as follows: In the study of corporate performance, this paper incorporates the factors of the entrepreneurial orientation of the company. In terms of research methods, in the past, more studies were conducted in English text analysis, but this paper used CATA methods to analyze Chinese. 

Afterward, Mr. Chen also shared her scientific research experience and experience skills in finding a job. It is important for the group to study for doctoral reference. Thanks again to Mr. Chen's visit to the National Taiwan University of Commerce and Industry Institute for lectures, bringing with him rich research results and experience sharing. We also thank Prof. Huang  for arranging this academic feast to enhance the height and breadth of our study!

Translated by Daniel Hu, student of year B05