双元市场导向与组织绩效——创业导向的调节效应研究

Dual Market Orientation and Organizational Performance—— Research on the Adjustment Effect of Entrepreneurial Orientation

过去讨论市场导向与绩效关系的时候,较少研究将市场导向进行回应式和前瞻式的划分,因而忽略了顾客潜在需求和现有需求的差异性,而且,在分析市场导向对组织绩效的影响时,将组织战略导向作为干扰变量的研究也未能从回应式和前瞻式视角对战略导向的作用进行解剖。为了突破这一研究瓶颈,深入分析双元市场导向与组织绩效的关系,文章利用201份跨期数据,探究双元市场导向与组织绩效的关系并探究创业导向的调节作用。实证研究发现:回应式市场导向与前瞻式市场导向均对组织绩效具有显著的正向影响,它们对于组织绩效的改善具有显著的作用,而且,前瞻式市场导向较回应式市场导向对组织绩效的影响更大;而创业导向分别显著调节了回应式市场导向与前瞻式市场导向均对组织绩效的正影响。

With the discussion of the relationship between market orientation and performance in the past,less research has made market-oriented responsive and forward-looking divisions,ignored the differences between customers'potential needs and existing needs,and then analyzed the impact of market orientation on organizational performance.The study of organizational strategic orientation,as a disturbance variable,also failed to dissect the role of strategic orientation from a responsive and forward-looking perspective.In order to break through the bottleneck of this research and deeply analyze the relationship between dual market orientation and organizational performance,201 intertemporal data is used in the paper to explore the relationship between dual market orientation and organizational performance,and explore the regulatory role of entrepreneurial orientation.Empirical studies have found that both responsive market orientation and forward-looking market orientation have a significant positive impact on organizational performance,and they have a significant effect on organizational performance improvement.Moreover,forward-looking market orientation is more responsive to market-oriented organizational performance which the impact is greater.Also entrepreneurial orientation significantly regulates the positive impact of both responsive market orientation and forward-looking market orientation on organizational performance.