内部市場導向與外部市場導向是分別以内部員工與外部顧客為中心 的策略性思考，有助於引領企業之經營能力。本研究試圖建立一個整合 性的架構，探討企業執行内部市場導向、外部市場導向、内部組織績效 及外部組織績效之間的關係，並驗證内部組織績效與外部市場對内部市 場導向與外部組織績效的中介效果。使用PLS軟體以線性結構模式來驗 證理論模式，並以98份配對公司有效樣本進行實證分析，實證結果發 現，内部市場導向會正向顯著影響内部組織績效；内部組織績效會正向 顯著影響外部市場導向；外部市場導向會正向顯著影響外部組織績效； 但内部組織績效對外部組織績效無顯著的影響。此外，外部市場導向在 内部組織績效與外部組織績效間關係是重要中介變數。最後根據研究發 現提出管理意涵建議及學術上未來對内部市場導向研究的參考。

Internal market orientation (IMO) and external market orientation (EMO) focus on employee and customer strategic logic. IMO, if developed, may increase the effectiveness of market-oriented company’s response to market conditions because it allows the company’s management to better align market objectives with internal capabilities, and it can help enterprise to build managerial capabilities. This paper purposes that build global framework, explores the effects of businesses IMO, internal organization performance, EMO and external organization performance. We also verify the mediate effect of EMO and internal organization performance on the relationship between IMO and external organization performance. The theoretical model is tested with the linear structured equation which is consistent with partial least squares (PLS) path modeling assumptions. A total of 98 dyads effective questionnaires were returned. Results reveal that IMO significantly positive effects internal organization performance, internal organization performance significantly positive effects EMO, EMO significantly positive effects external organization performance, but internal organization performance does not significantly effects external organization performance, Furthermore, EMO is the mediator of the relationship between internal organization performance and external organization performance. Finally, according to the conceptual framework and research findings, this study draws upon some suggestions for the management policies and academic implications for future research.