摘要
本研究基于我国227家制造型企业的问卷调查数据,实证考察了市场导向和创新导向对新产品开发绩效的影响,以及创新导向和环境变动在市场导向和新产品绩效关系中的调节作用。结果显示:(1)本研究的概念模型整体拟合度优于西方常用模型;(2)市场导向和创新导向对制造型企业新产品开发绩效的影响显著为正,且均高于以前文献研究的一般水平;(3)创新导向和技术变化对于市场导向和新产品绩效的关系起到正向调节作用;(4)市场变化和竞争强度的调节作用不显著。研究结果对于制造型企业改善产品创新绩效具有重要的启示意义。
Among potential determinants leading to superior new product performance, researchers have paid a growing attention to firm＇s strategic orientation such as market orientation and innovation orientation. However, studies have found inconsistent evidence as to the market orientation and new product performance link. In addition, there has been relatively little research examining the impacts of market orientation and innovation orientation on new product performance in Chinese firms. In this context, this paper explores the role of market orientation and innovation orientation in new product performance of Chinese manufacturers as well as potential moderating role of innovation orientation and environmental variables in the market orientation-new product performance link. The prevailing model in western literature, which believes that market orientation impacts new product performance via innovation orientation, is modified. Instead, this paper suggests that market orientation and innovation orientation are two interrelated constructs and influence new product performance independently. Furthermore, innovation orientation and environmental factors have moderating effects on the relationship between market orientation and new product performance. A questionnaire survey is conducted among 227 manufacturing firms in China's Mainland. A total of six hypotheses related to market orientation, innovation orientation and new product success as well as moderating environmental variables are examined by structural equation modeling and hierarchical regression techniques. The results show that （1） our conceptual model is superior to popular model in western literature in terms of model fit goodness; （2） market orientation and innovation orientation have significant positive impact, which is higher than the average level in previous research （primarily based on American and European samples）, upon new product success; （3） innovation orientation and technological turbulence have positive moderating effects on market orientation-new product performance link; and （4） market turbulence and competitive intensity have no moderating effects. Finally, managerial implications as to how to improve product innovation performance are provided for Chinese manufacturers. In order to achieve satisfactory new product performance, managers should try to enhance the level of the firm＇s market orientation and then innovation orientation and, at the same time, take environmental moderators into consideration from a contingency perspective while implementing market orientation strategy.
出处
《南开管理评论》
CSSCI
北大核心
2010年第1期81-89,共9页
Nankai Business Review
基金
国家自然科学基金(70872036)
教育部留学回国人员科研启动基金资助
关键词
市场导向
创新导向
新产品绩效
环境调节变量
Market Orientation
Innovation Orientation
New Product Performance
Environmental Moderators
