市场导向与组织绩效:一项元分析的检验

Market-orientation and Organizational Performance: A Test of Meta-Analysis

随着市场国际化程度加深,企业的市场导向策略日益多样化,如何依据特定的市场条件制定有针对性的企业市场导向策略,已经成为市场营销学者们普遍关心的话题。本文采用元分析方法通过对1990年到2011年的49项研究的127个效应值进行集成分析,研究发现,企业市场导向不同策略(MORKOR和MKTOR)对于企业组织绩效的不同层面(财务绩效、顾客绩效和创新绩效)作用机制具有显著差异。另外,企业所在行业、企业所在国家(地区)以及文化情境是影响企业市场导向策略与组织绩效之间作用关系的三个重要因素。

For a long time, the relationship between market orienta- tion and organizational performance has been the focus of attention in the academic research. With the process of internationalization accelerating and market competition intensifying, how to improve organizational performance effectively by carrying out particular marketing strategy has become an important business problem. As an important strategy in modern marketing practice, market-oriented strategy can promote enterprise＇ sustained success. However, there have been considerable controversy that market-oriented strategy in terms of how to enhance organizational performance, even how to affect which part of organizational performance. With the deepening of the market＇s internationalization, a variety of market-orientation have been increasing, and how to take advantage of the suitable strategy by the specific market conditions has becoming a focus topic concerned by marketing scholars. The meta-analyses were con- ducted consistent with guidelines provided by Hunter and Schmidt. Meta-analysis is a statistical research synthesis technique that, while correcting for various statistical artifacts, allows for the aggregation of results across separate studies to obtain an estimate of the true re- lationship between two Variables in the population. This paper takes the meta-analysis method to analyze the effect sizes from 49 studies of the years spanning from 1990 to 2011. The results show that it will make a different effect on the relationship between market ori- entation and organizational performance by different kinds of mar- ket-orientation strategies （MORKOR and MKTOR）, which can be reported through specific organizational performance （financial per- formance, customer performance and innovation performance）. In addition, the industry, country and cultural context which corporate belong to also make an important impact between market-orientation and organizational performance.Meta-analysis is an effective means of establishing the best estimate for a true population relationship based on multiple studies. For our analyses, the results are clear. Our findings further clarify the intrinsic mechanism of market-oriented strategy and organizational performance, and make a theoretical guiding as to how companies choose the right marketing strategy in a particular external environment.