组织学习与新产品成功：市场驱动视角  

The Relationship between Organizational Learning and New Product Success:From Market Driven Perspective

作　　者：万后芬[1] 杜鹏[1] 

机构地区：[1]中南财经政法大学工商管理学院,湖北武汉430060

出　　处：《经济管理》2008年第19期71-76,共6页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金项目"顾客价值主导的全面质量管理营销系统及评价模型研究"(项目编号:70672114);中南财经政法大学博士教育创新基金项目"全面质量营销:理论与实证研究"(项目编号:2008BGL04);中南财经政法大学MBA学院案例中心资助项目

摘　　要：本文尝试将市场导向和组织学习结合,探讨及检验组织价值观、市场信息处理过程及新产品成功之间的关系。并将组织记忆纳入研究框架,了解其在市场驱动的组织学习中的作用与重要性。实证研究发现:组织价值观对市场信息处理过程有显著的正向影响;组织记忆对信息收集、信息收集对信息传递、信息传递对信息响应都存在显著的正向关系;市场信息响应对新产品成功有显著的正向影响。This article bases on the view of market driven to explain the organizational learning and explore the relationship among organizational values, the procedure of market intelligence processing, and new product success. Additionally, the authors subsume organizational memory, into the conceptual framework to probe the effect and importance of organizational memory in the market driven organizational learning. The result of empirical analysis by means of LISREL shows that （1） Organizational Values have positive effect on the procedure of market intelligence processing. （2） These pair of relationships between the organizational memory and the generation of market intelligence, the generation of market intelligence and the dissemination of market intelligence, and the dissemination of market intelligence and the responsiveness of market intelligence are all strong and positive. （3） The new product success was influenced by the responsiveness of market intelligence.

关 键 词：组织学习 市场驱动 市场导向 新产品成功 

分 类 号：F270[经济管理—企业管理]