本研究的主要目的在於探討組織行銷能耐的建立與維持。本研究的核心是根據Nelson與Winter（1982）提出的組織能耐理論，並結合市場導向組織理論（Day, 1990; 1994）為理論基礎。從組織競爭力可分為組成能力與建構能力的觀點（Henderson and Cockburn, 1994）為研究的架構模型，試圖探討管理制度、知識存量與企業文化如何藉由提升市場情報產生、散佈與回應等三流程（Kohli and Jaworski, 1990）的效率，進而提升組織績效的影響關係。

本研究利用迴歸分析來探討任務團隊、市場調查部門、師徒制、標準化流程、實驗制度、一致語言、非正式溝通等七項管理制度，行銷相關的專業知識與經驗知識等兩項知識存量變數，與合作分享、誠實、平等、容忍失敗、容忍異端、自主與全盤了解等七項有利創新的文化對於提升組織內知識創造程度、顧客滿意度與財務績效的影響關係。
結果發現任務團隊的編組、建立自己的市場調查部門、市場情報收集流程的標準化、對創意的實驗制度、一致語言與培養全盤了解文化對於提升組織內知識創造程度有著正向且顯著的影響。市場情報傳遞流程的標準化、對創意的實驗制度與培養員工自主的文化對於提升顧客滿意度有著正向且顯著的影響。市場情報傳遞流程的標準化與行銷人員的學歷越高對於組織財務績效有著正向且顯著的影響。另外，組織培養容忍失敗的文化對於組織財務績效將產生不利影響。

The main concepts of this research are based on Nelson and Winter’s (1982) theory of organization capabilities as well as Day’s (1994) theory of market orientation. We use component competence and architectural competence as our frameworks to clarify how the management system, knowledge stock in the organization and organizational culture affect the capabilities of marketing.

Our results show that the marketing teams, the standardization process of market intelligence generation, the pioneer test of the innovative idea, the common language in organization, and the understanding of the whole work process would increase the knowledge creation in the organization. And the standardization of process of market intelligence dissemination, the pioneer test of the innovative idea and the culture of autonomy would increase the customer satisfaction. Finally, standardization the process of market intelligence dissemination and the higher the education of marketing members would increase the financial performance, but the culture of failure tolerance may have negative effect.

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