作　　者： ;

机构地区： 广东外语外贸大学国际工商管理学院

出　　处： 《预测》 2008年第4期31-38,共8页

摘　　要： 市场导向与产品创新、企业绩效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构成的影响。本文将市场导向细分为市场驱动导向和驱动市场导向,采用渐进性创新和突破性创新两种产品创新方式,并在此基础上提出一个整合概念框架,探讨不同市场导向类型、产品创新方式与企业绩效构成之间的内在关系。通过实证分析表明,两种市场导向类型和产品创新方式具有各自不同的适应条件和场合,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与创新方式能够显著提高企业的市场和财务绩效。 The uncertain relationships between market orientation, product innovation and corporation performances have induced a series of debates. Some scholars guessed that the relationships may be affected by different types of market orientation, different methods of product innovation and different components of performances. This passage classifies market orientation into market-driven and market-driving one, adopts incremental and radical product innovation and discusses the relationship between them and performances, This passage suggests through an Empirical Analysis that the two market orientations and product innovation methods have different applicable conditions and situations, and that innovative eorporations can increase dramatically market performance and financial performance by adopting simultaneously and balancing effectively two market orientation and innovative methods.

关 键 词： 市场导向 创新方式 企业绩效

领　　域： [经济管理—市场营销] [经济管理—产业经济]