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市场导向与产品创新、企业绩效之间的不确定关系已经引起了一系列的争论。一些学者推测,它们之间的关系可能受到不同市场导向类型、不同产品创新方式和不同企业绩效类型的影响。本文针对当前市场导向研究的不足,将市场导向细分为市场驱动导向和驱动市场导向两种类型,然后重点探讨了两种市场导向类型与不同的产品创新方式、组织学习类型和企业绩效类型之间的内在关系。本文的结论表明,两种市场导向类型各自拥有不同的适用条件和场合,企业在创新实践中同时采用和合理平衡两种市场导向类型能够显著提高自己的市场和财务绩效。
The uncertain relationship between market orientation and product innovation and business performance has caused a series of controversies. Some scholars speculate that the relationship between them may be affected by different types of market-oriented, different product innovation and different types of business performance. In this paper, the current market-oriented research deficiencies, the market orientation is divided into two types of market-driven and driven market-oriented, and then focused on two market-oriented and different types of product innovation, organizational learning and business performance types Between the internal relations. The conclusion of this paper shows that the two market-oriented types have different conditions and occasions, and adopting and reasonably balancing two market-oriented types in innovative practices can significantly improve their market and financial performance.