市场导向对新产品开发绩效的影响机制研究被引量：2

Mechanism of Market Orientation on New Product Development Performance

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摘要构建新的市场导向对新产品开发绩效影响机制理论模型,研究不同的市场导向如何通过不同类型的组织学习影响新产品开发绩效。结果表明,反应型市场导向只对利用性学习有正向直接影响;先动型市场导向则对探索性学习及新产品开发绩效有正向直接影响;此外,利用性学习对探索性学习有负向直接影响,同时两者还均对新产品开发绩效有直接正向影响。 The paper constructs a theoretical model of mechanism of the new market orientation on product development performance. It studies different market - oriented learning through different types of organizations influences new product development performance. The results show that the reaction of market - oriented only has a positive direct impact on ex- ploitative learning. Proactive market orientation has a positive direct impact on exploratory learning and new product devel- opment performance. Besides, exploitative learning has a negative impact on exploratory learning and both of them have a positive direct impact on new product development performance.

作者沙振权周丹婷纪钦湖

机构地区华南理工大学

出处《科技管理研究》 CSSCI 北大核心 2013年第22期104-109,共6页 Science and Technology Management Research

基金国家社会科学基金项目"基于价值网络理论下的社会性媒体对企业渠道组合动态平衡机制的影响研究"(11BGL036) 广东省自然科学基金项目"基于自主品牌建构的广东制造企业转型模式研究"(S2011010002121)

关键词市场营销新产品开发绩效问卷调查市场导向 marketing management new product development performance questionnaire survey market orientation

分类号 F273.2 [经济管理—企业管理]

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