摘要
强调市场驱动的市场导向传统思路由于其被动性而遭到指责和批评,实际上,市场导向战略还应该包括具有多维度性和多层次性的驱动市场战略。高技术企业可以应用驱动市场战略来降低技术和市场的不确定性、高变化性和高风险性,获取收益递增效应。驱动市场战略框架分为创造、过渡和执行三个阶段。在创造阶段,领导者应该阐述组织愿景、提供精神激励、培育灵活机构文化并提高创新能力;在过渡阶段,组织改变和职能间协调是必要的;在执行阶段,企业需要培养市场型文化并从行业、市场和产品三个层面来驱动市场。
The traditional approach of market orientation emphasizing market-driven paradigm has been criticized for its passive nature. Indeed, market orientation strategy should include market-driving strategy which is a multi-dimensional and multi-level concept. High-tech firms can try to lower technological uncertainty, market uncertainty, high competitive volatility and high risks, and achieve increasing return effect by employing market-driving strategy. The framework of such a strategy consists of creating phrase, transitory phrase and implementing phrase. During the creating phrase, top managers should articulate organizational vision, provide intellectual stimulation, foster adhocratic culture and improve innovative capacity. During the transitory phrase, organizational change and functional coordination are required. During the implementing phrase, market-type culture should be developed and market can be driven from three levels: industry, market and product.
出处
《管理评论》
2006年第3期54-58,46,共6页
Management Review
基金
国家自然科学基金项目资助(70402012)。
