基于组织学习过程视角的市场导向理论及其系统整合  

Rethinking and Systemizing the Market Orientation Theory from the Perspective of Organizational Learning Processes

作　　者：戴万稳[1] 

机构地区：[1]南京大学商学院

出　　处：《管理学报》2014年第3期344-350,共7页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71272105;70772032);教育部人文社会科学研究青年基金资助项目(09YJC630115)

摘　　要：首先,基于市场需求特性对顾客和竞争者属性进行了重新定位和分类,从组织学习动态过程视角对市场导向理论框架进行了梳理;然后,提出并分析了被现有大多数市场导向研究所忽视的潜在顾客和潜在竞争者;最后,从市场驱动到驱动市场,对市场导向理论之于企业管理的作用过程进行了系统整合。Based on the dynamic organizational learning processes framework, this article approa-ches market orientation theory through examining, repositionmg and classllylng two Klncts ot custom- ers and competitors which are previously overlooked by the most of marketing works, which are the latent customers and latent competitors on expressed needs and latent needs respectively. From the perspective of market driven to driving market, this article systemizes the market orientation theory with the analysis framework of organizational learning processes, makes some contributions to both the further development of theory and the management practices.

关 键 词：组织学习过程 市场导向理论 顾客导向 潜在顾客 竞争者导向 潜在竞争者 

分 类 号：C93[经济管理—管理学]