反应型和先动型市场导向对产品创新和经营绩效的影响研究

Impact of Responsive and Proactive Market Orientation on Product Innovation and Business Performance

探讨了反应型和先动型市场导向是否影响以及如何影响利用式创新和探索式创新,进而影响企业的经营绩效。对227家制造型企业的问卷调查研究结果显示:①反应型和先动型市场导向及利用式和探索式创新量表在我国制造业环境下具有良好的信度和效度;②2种类型市场导向对2种程度的创新均具有正向影响,其中,先动型市场导向对组织创新和企业绩效的促进作用更为明显;③2种类型的创新都有助于改善企业绩效;④创新均衡对企业绩效的改善也有显著作用。此外,研究为我国制造企业在何种程度上采纳市场导向战略管理工具来改善组织创新和经营绩效,提供了管理上的启示。

This study examines whether and how responsive and proactive market orientations impact exploratory innovation and exploitative innovation,and finally improve overall business performance.A questionnaire survey conducted among 227 manufacturing firms in China's Mainland reveals that：（1） the measurement scales of responsive and proactive market orientation as well as exploratory and exploitative innovation,developed by western scholars,also have acceptable reliability and validity in Chinese manufacturers;（2） both types of market orientations are positively related to both types of innovation,while proactive market orientation impacts product innovation and business performance more significantly;（3） both types of innovation contribute to overall business performance;（4） innovation ambidexterity can also improve business performance significantly.Managerial implications are provided for Chinese manufacturers to decide on to what extent they should adopt market orientation as strategy management tool in order to attain satisfactory new product performance and business performance.