技术导向、市场导向对组织绩效的混合影响:环境不确定性的调节作用

Technological Orientation, Market Orientation and the Organizational Performance: Environmental Uncertainty as a Moderator

本研究基于长三角地区181家企业的问卷调查数据,实证考查了技术导向和市场导向这两种战略导向对组织绩效的内在作用机制,及其与环境的匹配性。结果表明技术导向、市场导向对组织绩效有显著正向影响;技术导向和市场导向会产生协同效应,正向影响组织绩效;在技术不确定性的环境中,技术导向和市场导向更能够促进组织绩效。

The correct strategic orientation to promote the independent innovation of enterprises and improve organizational performance is always an important topic in theoretical and practice areas. The relationship and mechanism between different strategic orientations and organizational performance are issues worth exploring in depth. This paper collected data from firms in the Yangtze River Delta to explore the re- lation among technological orientation, market orientation, new product innovation, environmental uncertain- ty and organization performance. The results show that technological orientation and market orientation have significant positive impact upon organizational performance; both technological orientation and market ori- entation will produce synergistic effect, then impact the organizational performance positively; in the techni- cal uncertainty environment, technology orientation and market orientation both have more positive impact upon organizational performance. Finally, managerial implications as to how to improve product innovation performance are provided.