The impact of different types of market orientation on product innovation performance: Evidence from Chinese manufacturers
The impact of different types of market orientation on product innovation performance: Evidence from Chinese manufacturers
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DOI：
10.1108/00251741011053433
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发表时间：
2010-06
影响因子：
4.6
通讯作者：
Jing Zhang;Yanling Duan
中科院分区：
文献类型：
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作者：
Jing Zhang;Yanling Duan
目的-本研究旨在探讨反应型市场导向和主动型市场导向的作用，产品创新绩效的直接和间接通过创新，以及环境动荡的调节作用，在市场导向-产品创新绩效的联系在中国制造业firms.Design/方法/途径-一份问卷调查，在中国大陆的227家制造业企业进行。本研究采用结构方程模型和分层回归技术，对与反应型和主动型市场导向、创新性和新产品成功以及调节环境变量有关的11个假设进行了检验，结果表明：主动型市场导向和反应型市场导向对提高产品创新绩效具有正向的总体效应;直接路径决定了响应型组织订单对新产品成功的总体影响，而主动型组织订单则影响产品内部的成功。
Purpose – This study aims to examine the role of responsive market orientation and proactive market orientation in product innovation performance directly and indirectly via innovativeness, as well as the moderating effect of environmental turbulence in the market orientation‐product innovation performance link among Chinese manufacturing firms.Design/methodology/approach – A questionnaire survey was conducted among 227 manufacturing firms in mainland China. A total of 11 hypotheses related to responsive and proactive market orientation, innovativeness and new product success as well as moderating environmental variables are examined by structural equation modeling and hierarchical regression techniques.Findings – The research results show that: both proactive market orientation and responsive market orientation have a positive total effect in improving product innovation performance; the direct path dominates the total effect of responsive MO on new product success, while proactive MO impacts product inn...