新企业市场导向对网络关系构建的影响研究

A research on effect of market orientation on new ventures network ties building

本研究基于战略管理理论和社会资本理论,以"双元"视角为出发点探究市场导向在新企业构建网络关系过程中发挥的作用,以期揭示前瞻型市场导向和反应型市场导向对新企业构建政府关系和商业关系的内在影响机理。并以环境动态性为突破口,探索中国情境这一独特创业环境在创业活动中发挥的具体作用。本文以442家新创企业为样本,对上述变量之间的关系进行实证检验,结果显示前瞻型市场导向和反应型市场导向均对新企业构建政府关系和商业关系具有显著积极影响;环境动态性在反应型市场导向与两种网络关系之间均具有积极调节作用;然而环境动态性在前瞻型市场导向与两种网络关系之间均具有消极调节作用。研究结论不仅丰富了本土创业管理理论,更在实践中有助于指导新企业更好的构建网络关系,以应对我国当前的独特创业环境。

Based on the strategic management theory and social capital theory, this study explores how market orientation plays its role in new ventures network ties building from the perspective of ambidexterity, and reveal the influence mechanism between market orientation （proactive and responsive market orientation） and network ties （political tie and business tie）. Through intro- ducing environmental dynamism as moderating variable, this paper explores how Chinese context influence new ventures carry out business activities. After collecting data from 442 new ventures, this study examines the above relationships among proactive mar- ket orientation, responsive market orientation, political tie, business tie and environmental dynamism. Empirical results show that both proactive and responsive market orientation positively influence new ventures building political tie and business tie; en- vironmental dynamism positively moderates the relationship between responsive market orientation and network ties （political tie and business tie） ; but environmental dynamism negatively moderates the relationship between radical market orientation and net- work ties （ political tie and business tie）. The results are helpful for new ventures building networks under conditions of Chinese transitional economy and responding to the unique entrepreneurial environment.