企业战略导向的选择：市场导向或创新导向--基于湖南省高新技术开发区企业的实证研究  

How to choose strategic orientation:market orientation or innovation orientation? an empirical examination in the firms from Hunan province high-tech industrial development zone

作　　者：杨智[1] 张茜岚[1] 谢春燕 

机构地区：[1]湖南大学工商管理学院,湖南长沙410082 [2]斯多德/豪格斯桑德高等学院,挪威N-5528

出　　处：《科学学研究》2009年第2期278-288,共11页Studies in Science of Science

基　　金：国家自然科学基金资助项目(70572057)

摘　　要：在对国内外相关研究文献梳理的基础上,通过深度访谈等定性研究方法,探索性地构建了以营销能力为中介变量和环境不确定性作为调节变量的市场导向和创新导向对企业绩效影响的概念模型,并以湖南省高新技术开发区197家企业为实证样本,对模型进行了经验检验。研究发现:(1)市场导向和创新导向透过营销能力对企业绩效产生正向影响,营销能力具有完全中介效应;(2)环境不确定性调节市场导向和创新导向对企业绩效的影响效应。The paper conceptualizes and empirically tests a model that links market orientation and innovation orientation, through marketing capabilities, to firm performance using environmental uncertainty as moderator based on extant literature and depth interviews, on a sample of 197 firms Of Hunan province High-Tech industrial development zone. The results show that： （ 1 ） a positive relationship between market orientation, innovation orientation and firm performance is mediated by marketing capabilities;（2）environmental uncertainty moderates the effect of market orientation and innovation orientation on firm performance.

关 键 词：市场导向 创新导向 中介效应 调节效应 

分 类 号：F406.73[经济管理—产业经济]