市场驱动导向和驱动市场导向对企业绩效的影响:组织学习的中介效应

The Effects of Market-driven Orientation and Market-Driving Orientation on Business Performance: Organizational Learning as Mediator

本文将市场导向划分为市场驱动导向与驱动市场导向两种类型,以组织学习为中介变量,构建出市场导向对企业绩效影响的概念模型,并以湖南省高新技术开发区的企业为样本对其进行实证检验。研究发现:市场驱动导向对应用性学习有正向影响,对探索性学习有负向影响;驱动市场导向则只对探索性学习有正向影响;应用性学习和探索性学习都对企业绩效有正向影响。研究结论为高新技术企业如何实施市场导向提供了重要的管理启示。

This paper classifies market orientation into two types, namely market-driven orientation and market-driving orientation. It develops a conceptual model that market orientation indirectly affects performance by using organizational learning as a mediator. An em- pirical test using data from a sample of firms from Hunan province high-tech industrial development zones is conducted. The results show that market driving orientation has a positive effect on exploitative learning, but has a negative effect on exploratory learning; market- driven orientation has only a positive effect on exploratory learning; both market-driving orientation and market-driven orientation have positive effects on performance. These conclusions have managerial imphcations for high-tech firms to implement market orientation. ：