市场导向一定有利于组织创新吗?——基于学习理论视角的综合考察

Can Market Orientation Promote Organizational Innovation?:An integrated perspective from learning theory

市场导向一定利于组织创新吗?由于目前缺乏对二者作用机理的全面探讨,学术界对此还存在争议。本文基于学习理论的视角,引入四种类型的组织学习(适应性学习、创造性学习、关系学习和学习近视)作为中介变量构建了两种类型的市场导向(反应型市场导向和进取型市场导向)与渐进式创新和突破式创新的关系模型。本文在组织内学习的基础上加入了侧重于组织间知识获取的关系学习,完善了组织学习在市场导向与组织创新之间的中介作用。本文还研究了公司企业家精神和吸收能力这两个变量在模型中的调节作用,前者用来克服学习近视的出现,后者用来提高组织学习的效果。文章最后给出了相应的管理建议。

Can market orientation promote organizational innovation？ At present,there is still controversy for lack of the comprehensive exploration on both in the theoretic circle. Based on the learning theory,this paper builds the model between the two types of market orientation （reactive market orientation and proactive market orientation） and incremental innovation and radical innovation by introducing the four kinds of organizational learning （adaptive learning,generative learning,relationship learning and myopia of learning） as mediator variables. We add the relationship learning concerning the inter-organizational learning to perfect this field,perfecting the mediated function of organizational learning between market orientation and organizational innovation. On the other hand,we investigate corporate entrepreneurship and absorptive capacities as the moderator variables in our model,the former is used to overcome the myopia of learning and the latter is employed to enhance the effectiveness of organizational learning. In the end,the paper gives the managerial implications.