环境不确定条件下市场导向对价值创造的作用研究

The Research of Effect between Market Orientation and Value-Creation under Turbulence Environment

在市场经济环境下的企业需要基于市场导向来从事经营活动,进而实现价值创造。本文立足于中国情境,利用能力构建观点来探讨企业在环境不确定条件下如何基于市场导向以实现价值创造。通过对184家中国企业样本的实证研究发现,市场导向不仅与价值创造有直接的正向关系,而且还可以通过能力探索和能力开发作为中介间接促进价值创造。此外,环境不确定还对市场导向与能力开发之间的关系起着正向调节作用。

Firms have to constantly engage in value-creation activity to achieve sustained competitive advantage in turbulence environment. The researches of value-creation have attracted great attentions of scholars. Previous studies have pointed out that market orientation contribute to value-creation. However, few studies argued the mediation factors between the market orientation and value-creation. Additionally, the theoretical studies have different understandings about the impact of environmental turbulence on value-creation. Therefore, the purpose of this study is to examine the relationship between market orientation and value-creation, and how capability exploration and capability exploitation mediate the relationship under turbulence environment.The main research questions are advanced in the introduction. Then literature review is stated, This part mainly summarizes the relevant literature about market orientation, value-creation, capability exploration, capability exploitation and environmental turbulence. After that are hypothesizes. It proposes the relationship among market orientation, value-creation, capability exploration, capability exploitation to clarify the mechanism and the contingence of environmental turbulence to value-creation. Then we describe the scales and the samples. With the samples from 184 companies in China's Mainland, we calculate the index of reliability and validity. And multiple regressions are used to test the hypotheses above. Based on the empirical study of 184 Chinese firm questionnaires, the results indicate that market orientation not only has positively relationship with value-creation directly, but also has indirectly impact on value-creation with capability exploration and capability exploitation as the mediators. In addition, environmental turbulence has a positively moderation effect on the relationship between market orientation and capability exploitation. The conclusions help firms to achieve continuous value-creation through capability exploration and capability exploitation with market orienta- tion in turbulence environment. This paper contributes to the literatures through examining the relationship between market orientation and value-creation with capability exploration and capability exploitation as the mediators. Also, this paper highlights the managerial implications of value-creation with market orientation in turbulence environment.