对市场导向、顾客资产导向与新产品开发绩效之间关系的探索性研究--基于中国背景的调节效应模型

An Exploratory Study of the Relationships among Market Orientation, Customer Asset Orientation and New Product Development Performance: An Empirical Anlaysis of the Moderating Effect in the Context of China

当前,市场导向的收益和顾客资产的重要性已经得到了广泛的认同。然而,一方面有关市场导向的认识尚未达成共识,另一方面有关顾客资产的认识也出现了新的误区,而且尚未有文献对新产品开发绩效的复杂影响进行过系统的实证研究。本文旨在开发测量顾客资产导向的有效量表,并通过区分反应型市场导向和先动型市场导向,运用中国企业的实证数据揭示它们对新产品开发绩效的差异性影响,并检验了顾客资产导向对两种不同市场导向与新品绩效之间关系的调节作用,从而引导学者和企业家对市场导向和顾客资产导向的作用形成更为科学的认识。结果发现,顾客资产导向对新产品开发绩效的直接影响并不显著,但却可以对先动型市场导向与新产品开发绩效之间的关系产生积极的调节作用。

While the benefit of market orientation is largely accepted and the importance of customer asset is widely recognized, no agreement has been reached about market orientation on the one side and misunderstanding of customer asset appears on the other side. Furthermore, few studies have empirically examined the complicated effects of these constructs on new product development performance. Unlike most of previous studies that focus on the responsive aspect of market orientation, this study discusses the impacts of market orientation by distinguishing responsive market orientation and proactive market orientation, There are two objectives in this study： （1） developing a valid measure of customer asset orientation and examining its impact on new product development performance; （2） examining theoretically and empirically the impacts of market orientation on new product development performance; （3） exploring the moderating effects of customer asset orientation on the relationship between market orientation and new product development performance by distinguishing responsive market orientation and proactive market orientation. Based on the empirical study of China firms, the analysis results of the structural equation models developed by using Partial Least Square Technique in this study shows that both proactive market orientation and responsive market orientation have significant impacts on new product development performance while the direct impact of customer asset orientation on new product development performance is statistically insignificant, which is different from most of previous studies that emphasize a direct impact of customer asset management on performance. Furthermore, the moderating effect of customer asset orientation on the relationship between proactive market orientation and new product development performance is supported. This implies that, managers should not only pay great attention to customer asset management, but also give much priority on proactive market orientation and try to maximize their interactive effect on new product development performance.