双元市场导向与组织绩效——创业导向的调节效应研究
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摘要
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.
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.
引文
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[2]Batjargal B,Hitt M A,Tsui A S,et al.Institutional polycentrism,entrepreneurs’social networks,and new venture growth[J].Academy of Management Journal,2013,56(4):1024-1049.
[3]Boso N,Story V M,Cadogan J W.Entrepreneurial orientation,market orientation,network ties,and performance:Study of entrepreneurial firms in a developing economy[J].Journal of Business Venturing,2013,28(6):708-727.
[4]Che-Ha N,Mavondo F T,Mohd-Said S.Performance or learning goal orientation:Implications for business performance[J].Journal of Business Research,2014,67(1):2811-2820.
[5]Chen K,Seuret M,Wei H,et al.Ground truth model,tool,and dataset for layout analysis of historical documents[J].Proceedings of SPIE The International Society for Optical Engineering,2015,9402.
[6]Chuang S H.Facilitating the chain of market orientation to value co-creation:The mediating role of e-marketing adoption[J].Journal of destination marketing and management,2018,7,39-49.
[7]白杨,刘新梅,韩骁.市场导向与组织创造力---技术知识、市场知识的获取路径分析[J].科学学与科学技术管理,2014,35(4):87-95.
[8]陈笃升,王重鸣.组织变革背景下员工角色超载的影响作用:一个有调节的中介模型[J].浙江大学学报(人文社会科学版),2015,45(3):143-157.
[9]孙红霞.知识基础资源与竞争优势:创业导向与学习导向的联合调节效应[J].南方经济,2016,35(9):32-46.