【作者】 张茜岚；

【导师】 杨智；

【作者基本信息】 湖南大学 ， 企业管理， 2007， 硕士

【摘要】 近年来,市场导向和创新导向均被认为是企业卓越绩效的来源之一,成为了实践界和理论界关注的焦点。在实践界,市场导向和创新导向各有不少成功和失败的案例,因此企业应该实施市场导向还是创新导向,成为了困惑企业家的问题。同样的,在理论界,市场导向和创新导向的相关研究表明市场导向和创新导向都各有其优越和局限的地方,学者们对选择何种导向以提升企业绩效存在分歧,并且市场导向和创新导向对企业绩效影响的机制仍不明朗,需要进一步的研究。在这样的背景下,本研究对国内外相关研究文献进行了梳理,并对十家企业的管理者进行了深入访谈,在此基础上,以营销能力为中介变量,以环境不确定性为调节变量,构建了市场导向、创新导向对企业绩效影响的理论模型,对市场导向、创新导向与企业绩效间的作用机理进行了说明,形成了“文化—能力—绩效”这一新的理论框架,试图为市场导向和创新导向的选择问题以及企业卓越绩效的来源提供一种新的解释。本文通过分析相关文献,并结合中国企业的实际情况,发展出适合我国文化背景的量表,对提出的理论模型进行了实证研究。研究结果表明,各测量量表适用于中国企业。营销能力是市场导向和创新导向与企业绩效之间的中介变量,且市场绩效是营销能力与财务绩效之间的中介变量。环境不确定性对市场导向和创新导向与营销能力之间的关系具有调节效应。当环境不确定性低时,市场导向对营销能力有显著的正向作用,而创新导向对营销能力没有显著的作用;当环境不确定性高时,创新导向对营销能力有显著的正向作用,而市场导向对营销能力没有显著的作用。根据本研究的结论,并结合企业管理实践中出现的问题,本文提出了相应的管理建议,如企业要建设“市场导向”或“创新导向”的企业文化,并要根据其面对的环境不确定性程度的高低,来选择不同的战略导向,以获得卓越的绩效。同时,企业要注重培养自身的营销能力,因为营销能力是市场导向和创新导向成功实施的关键环节。更多还原

【Abstract】 In recent years, market orientation and innovation orientation have been identified as the resourses of superior performance, so both entrepreneurs and scholars have paid much attention on them. In the domain of practice, both market orientation and innovation orientation have many successful and failed application cases. Hence the implementation of whether market orientation or innovation orientation becomes confused to entrepreneurs. Similarly, in the field of academy, both market orientation and innovation orientation has been reported having its advantages and disadvantages, so which orientation is sutable to the development of firm is really divergent from different scholars. Besides, the mechanism of how the market orientation and innovation orientation influence the performance is still ambiguous.In such background, based on reviewing related literatures, this study constructs a theoretical model introducing the mechanism of how market orientation and innovation orientation influence the performance. Marketing capability is the mediate variable, and environmental uncertainty is the moderate variable of the model. Furthermore, a new theoretical framework that is“culture-capability-performance”causal chain is formulated, which provides a new explanation of the selection of strategic orientation and source of superior performance.Base on the relative literatures, this study develops the scales for the empirical study. The empirical study shows: The scales, including market orientation, innovation orientation, marketing capability, market performance, financial performance and environmental uncertainty, are suitable to Chinese firms; Marketing capability is the mediate variable between market orientation, innovation orientation and performance. Market performance is the mediate variable between marketing capability and financial performance; The environmental uncertainty has moderate effect on the relationship between market orientation, innovation orientation and marketing capability. When the environmental uncertainty is low, market orientation has positive effect on marketing capability, but innovation orientation have no effect on marketing capability; when the environmental uncertainty is high, the situation is completely reversed, innovation orientation has positive effect on marketing capability, and the market orientation has no effect on marketing capability.Managerial implications are as follows: Culture of market orientation or innovation orientation should be constructed; The firm should choose the appropriate strategic orientation according to the environmental uncertainty; As marketing capability is the key tache of the successful implementation of market orientation and innovation orientation, firms should pay more attention to the cultivation of marketing capability; Firms should attach more importance to markt performance of marketing activity.更多还原