一個以市場為導向的組織，除了強調並重視消費者的需求外，亦能夠藉由組織內跨部門合作的改善，創造更佳的消費者價值。行銷能力與市場情報導向是驅動組織績效的重要影響因素，當其彼此相互影響時，對組織績效的影響將更來得深遠。依據組織能耐、知識創造與市場導向等理論，本研究發展一套包含組成能力與建構能力的市場情報動態能耐架構，以分析行銷能力對市場情報導向與組織績效所產生的影響。本研究提出幾項對市場情報導向及組織績效有利的行銷動態能耐：1.行銷能耐中的組成能力與建構能力互相影響。2.安排員工參與行銷任務團隊，促進合作與溝通。3.建立師徒制，促進經驗知識的傳承。4.建立小規模實驗計畫，鼓勵員工提出創新方案。5.建立市場情報產生、傳遞與策略因應等標準化作業流程。6.提供市場情報與訓練予非行銷人員，促進部門之間的合作與瞭解。7.給予員工適當的個人自主性，增進員工的學習與成長；然而過度的員工個人自主性會干擾行銷能力對組織績效的影響。本研究可作為發展組織行銷動態能耐的實務參考。

A market-oriented organization stresses the needs of its customers and enables the improvement of cross-sectional cooperation within organizations to create better customer value. Marketing resources (competence, capability) and market orientation are significant drivers of firm performance, and the impacts are greater when they are complementary to each other. Built on the theories of organizational capability, knowledge creation, and market orientation, this study develops the contents of marketing capabilities, including component and architectural competences that contribute to marketing dynamic capability by responding to external changes, and analyzes their influence on market orientation and firm performance. This study reveals the following effective marketing intelligence dynamic capabilities which benefits to marketing performance. 1. Tacit knowledge is correlated with architectural competence (management system). 2. Arranging employees into teamwork to implement marketing tasks. 3. Establishing apprenticeship among the staff to deliver experiential know-how. 4. Assigning employees into small-scale experiments on creative proposals. 5. Standardizing procedures of generation, dissemination, and response of marketing intelligence. 6. Providing written market information and training programs to non-marketing staff. 7. Appropriately delegating to staff. However, the too higher individual autonomy would be harmful to the relationship between marketing competence and firm performance. This study provides practitioners with a framework for analyzing marketing intelligence capabilities as an object of improving firm performance.

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