期刊刊名：管理科學與統計決策 　 卷期：7卷4期

篇名出版日期：2010年12月1日

作者：ZONGLING XU, MUQIANG ZHENG

語言：English

關鍵字：Proactive Market Orientation, Responsive Market Orientation, Organizational Innovation, Organizational Performance

被點閱次數：1次

閱讀時間：2sec

摘要：
Using empirical data drawn from a field survey of 211 firms in Fujian and Guangdong provinces, adopting the classification of market orientation for proactive market orientation (PMO) and responsive market orientation (RMO), we explore the role of organizational innovation (OI) in the relationship between market orientation (MO) and organizational performance (OP). Through a structural equation model analysis, we find that OI partially mediated the OP impact of PMO and RMO. Based on the empirical result and survey conclusion, we give some advices on development of innovation and improvement of performance for firms in those and other regions. Relevant implications are drawn and limitations of the study are discussed accordingly.

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