体育企业新产品绩效的战略前因:资源导向和市场导向的比较分析

Strategic Antecedents of New Product Performance of Sports Enterprises:A Comparison of Resource Orientation and Market Orientation

该文构建了我国体育企业新产品绩效的战略前因概念模型,基于236家体育企业的问卷调查,研究发现:1资源导向、市场导向对我国体育企业新产品绩效均有显著的正向效应,且资源导向比市场导向对体育企业新产品绩效有更重要的促进作用;2资源导向、市场导向对体育企业新产品绩效的效应都受到市场变化的正向调节影响,而资源导向对新产品绩效的效应受到技术变化的负向调节影响,竞争强度负向调节市场导向对新产品绩效的效应。研究为我国体育企业新产品发展提供了重要的管理启示。

This study provided a strategic antecedent conceptual model of new product performance of sports enterprises.Based on a questionnaire survey of 236 sports enterprises, the research results showed that： （1） Resource orientation and market orientation both had positive effect on new product performance of sports enterprises, and resource orientation played a more significant role in enhancing new product performance; （2） The impacts of resource orientation, market ori- entation on new product performance were moderated by market turbulence. The impact of resource orientation on new product performance was moderated by technology turbulence negatively. Competitive intensity moderated the effect of market orientation on new product performance negatively. The research provided some valuable managerial implications for developing new products of sports enterprises.