反应式和先动式市场导向对企业绩效的影响机制

The Influence Mechanism of Reactive and Proactive Market Orientation on Enterprise Performance

基于资源基础理论和核心竞争力理论,本文通过对四家案例企业的深度剖析,揭示企业如何选择市场策略来改善经营绩效,以及此过程中企业需要构建的组织能力。研究发现:①相较于反应式市场导向,先动式市场导向对绩效改善与长久发展影响更大;②动态视角下,企业发挥市场导向的作用需要构建组织的吸收能力、整合能力与创新能力;③具备正向差错管理气氛更有利于发挥市场导向的作用。在动态视角下构建市场导向影响企业绩效的理论模型,为管理者市场策略选择提供了理论指导,同时对企业发挥市场导向作用需要具备的组织能力与气氛提供了重要的参考。

Thanks of the resource-based theory and the core competitiveness theory,this paper explores the influence of reactive and proactive market orientation on enterprise performance by four cases,and found that:①Compared with the reactive market orientation,the proactive market orientation has a stronger impact on the performance;②Based on the dynamic perspective,enterprises to play a market-oriented role need to build the absorption ability,integration ability and innovation ability of the organization;③An organization with appropriate error management climate has a positive impact on the performance of a market-oriented strategy.This study constructs a theoretical model of the influence of market orientation on enterprise performance from a dynamic perspective,which can provide theoretical guidance for managers to choose market strategies,and an important value for enterprises to construct the organizational ability and error management climate.