创业导向对不同类型创新的影响:市场导向的中介和调节

Entrepreneurial Orientation's Influence on the Innovation of Different Types:Intermediary and Mediating Effect of Market Orientation

创业导向和市场导向的结合可能对企业更加有利,不应该孤立地研究这两种战略导向与其它变量之间的关系。然而,到目前为止,相关研究还没能就市场导向、创业导向和创新绩效之间的作用关系达成一个系统的理论框架。这可能会继续导致实证研究结论的混乱且无法整合。综合现有研究,梳理相关变量间的关系,系统构建了两种战略导向交互作用的理论框架,深入揭示了两种战略导向在影响创新绩效中的交互关系,并通过实证数据检验,得出如下主要结论:(1)在创业导向与渐进式创新关系中,反应型市场导向起中介作用,积极型市场导向起负向调节作用;(2)在创业导向与突破式创新关系中,积极型市场导向起中介作用,反应型市场导向起负向调节作用。在实施创业导向的管理实践过程中,均衡发展两种类型的市场导向尤为重要。

Entrepreneurial orientation and market orientation, if combined together, may be more beneficial for enterprises, and the two strategic orientations should not be researched independent of other variables. However, a systematic theory framework on the relationship a- mong market orientation, entrepreneurial orientation and entrepreneurial performance has not come into being. This may lead to inconsisten- cy and incompatibility among empirical conclusions. On the basis of existing researches, we straighten out the relationship among relevant variables, construct theoretical framework of two strategic orientations＇ interaction in system ground and deeply reveal the two strategic ori- entations＇ interaction on innovative performance. By testing empirical data, conclusions can be summarized as follows ： （ 1 ） In the relation- ship between entrepreneurial orientation and incremental innovation, responsive market orientation plays an intermediary role and proactive market orientation plays a negative and mediating role; （2） In the relationship between entrepreneurial orientation and radical innovation, proactive market orientation plays an intermediary role and responsive market orientation plays a negative and mediating role. Balanced de- velopment of the two types of market orientations is particularly important in the process of entrepreneurial orientation.