市场导向、迭代式创新与新产品开发  

The Relationship of Market Orientation, Iterative Innovation and New Product Development

作　　者：李全升 苏秦[1] LI Quansheng;SU Qin(Xi'an Jiaotong University,Xi'an,China)

机构地区：[1]西安交通大学管理学院机械制造系统工程国家重点实验室过程控制与效率工程教育部重点实验室

出　　处：《管理学报》2019年第12期1790-1799,共10页Chinese Journal of Management

基　　金：国家社会科学基金资助重大项目(15ZDB150)

摘　　要：基于资源基础观,探究不同市场导向通过迭代式创新影响新产品开发的作用机制,以及沉淀性冗余资源和非沉淀性冗余资源的差异化调节效应。通过对国内316份制造企业样本数据的实证分析,发现相较于响应型市场导向,前瞻型市场导向对新产品开发的促进作用更强;前瞻型市场导向通过基于持续改进的迭代式创新影响新产品开发水平,响应型市场导向通过基于快速试错的迭代式创新影响新产品开发水平;非沉淀性冗余资源在两种市场导向与迭代式创新之间、及其与新产品开发之间均起正向调节作用;沉淀性冗余资源在响应型市场导向与基于快速试错的迭代式创新之间、及其与新产品开发之间均起正向调节作用,而在前瞻型市场导向与基于持续改进的迭代式创新之间、及其与新产品开发之间均起负向调节作用。Based on resource-based theory,this study explored how different market orientations influence new product development through the intermediary role of iterative innovation,and the different moderating effect o￡absorbed slack resources and unabsorbed slack resources.Results from 316 sample data of domestic manufacturing enterprises show that:ccompared with the responsive market orientation,proactive market orientation has a stronger promoting effect on new product development;centerprises with proactive market orientation are more inclined to improve the level of new product development through continuous improvement of iterative innovation.While enterprises with responsive market orientation are more inclined to improve the level of new product development by rapid trial and error of iterative innovation;@unabsorbed slack resources will strengthen the relationship between proactive market orientation and new product development through continuous improvement of iterative innovation;cabsorbed slack resources will strengthen the relationship between responsive market orientation and new product development through rapid trial and error of iterative innovation.It will weaken the relationship between proactive market orientation and new product development through continuous improvement of iterative innovation.

关 键 词：市场导向 迭代式创新 新产品开发 非沉淀性冗余资源 沉淀性冗余资源 

分 类 号：C93[经济管理—管理学]