“市场导向”“学习导向”与组织绩效

Market-Orientation, Learning-Orientation and Organizational Performance

在过去的十多年里,“市场导向”(Market-orientation)与组织绩效之间的关系成为市场营销理论研究的一个热点问题。诸多学者认为,“市场导向”是企业为顾客创造价值进而获得竞争优势的前提条件。随着组织学习理论研究的不断深入,有越来越多营销理论的研究者倾向于将组织学习纳入“市场导向-组织绩效”分析框架中,通过引入“学习导向”这个概念进一步解释市场导向与组织绩效之间的关系。通过对一些相关文献的梳理,简要地介绍了这种新的理论研究方向。

During the past decade, the relationship between market-orientation and organizational performance became a hot topic in marketing theoretical research, and many researchers believed that strong market-orientation is the prerequisite for a firm to create superior value for customers and then get its competitive advantage. With the development of organizational learning theory, more and more marketing academicians are willing to introduce organizational learning theory into “market orientation-organizational performance”analytical framework to further the explanations of the relationship between them. This paper briefly introduced this research stream by a review of some contributing literatures.