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市场导向、营销创新与组织绩效:市场驱动还是驱动市场 被引量:2

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摘要 文章将市场导向区分为市场驱动导向与驱动市场导向两种类型,以营销创新作为中介变量,构建了一个市场导向与组织绩效间关系理论模型,以上海216家企业为实证样本,对模型进行了实证检验。研究发现,市场驱动导向与驱动市场导向对营销创新和组织绩效有着不同的意义,营销创新在驱动市场导向与组织绩效之间具有重要的中介效应。
出处 《统计与决策》 CSSCI 北大核心 2009年第23期167-170,共4页 Statistics & Decision
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参考文献8

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共引文献38

同被引文献10

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  • 10万广圣,吕永红.部门协作对先动型市场导向与绩效关系的中介作用[J].企业经济,2013,32(1):67-70. 被引量:2

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