摘要
市场导向对产品创新的影响是理解市场导向和经营绩效之间关系的基础。市场导向的三个子构件———顾客导向、竞争者导向和职能间协调分别促进了三种不同类型的产品创新,即产品线延伸、仿制产品和全新产品。市场导向能够提高产品———企业匹配度,增加产品利益,促进职能间团队作业,进而改善了产品创新的市场绩效和项目影响绩效。此外,由于服务的独特性质,市场导向对服务创新绩效的影响大于对产品创新绩效的影响。
By examining the impact of market orientation on product innovation, a better understanding of the relationship between market orientation and business performance can be developed. Customer orientation, competitor orientation and interfunctional coordination help facilitate the development of three different types of product innovation respectively. Market orientation can enhance product-firm fit, product advantage and interfunctional teamwork, and ultimately improve market performance and project impact performance of innovations. In addition, because of the unique nature of service, market orientation has greater influence on the performance of service innovations than product innovations.
出处
《科研管理》
CSSCI
北大核心
2005年第3期129-134,共6页
Science Research Management
关键词
市场导向
产品创新
市场绩效
项目影响绩效
market orientation
product innovation
market performance
project impact performance
