市场导向与企业绩效:一个基于中介效应的整合模型——以中东部五省市企业为实证样本

Market orientation and business performance:a mediational model——An empirical examination in the firms from five provinces in East-central China

近十多年来，国外学者就市场导向与企业绩效间的关系进行了大量的实证研究，但研究结论出现了一些分歧，至今没有形成统一的结论。本文将组织学习和营销创新作为中介变量，构建了一个市场导向与企业绩效间关系的整合模型，并以中东部五省市110家企业为实证样本，对模型进行了实证检验。研究发现，组织学习和营销创新对于市场导向与企业绩效间关系具有完全中介效应，这为两者间的关系提供了一种新的解释。

During last decade, overseas scholars have explored the relationship between market orientation and performance, but mixed findings are found in the steady stream of empirical studies. This study attempts to provide a model for how this impact takes place using organizational learning and marketing innovation as mediator. Results from a sample of 110 firms from five provinces in east - central china provide support for the ＂ market orientation - organizational learning -marketing innovation - business performance＂ chain. In other words, the effects of market orientation on business performance are completely mediated through these two variables.