市场导向与组织绩效:基于竞争优势视角的实证分析被引量：6

Market Orientation and Organizational Performance:An Empirical Investigation from the Perspective of Competitive Advantage

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摘要本文以竞争优势为中介变量,以221家国内企业为分析样本,应用结构方程模型对市场导向与组织绩效之间的关系进行了实证研究。研究结果显示,市场导向通过竞争优势作用于组织绩效,三者之间存在显著的正向因果关系,但市场导向及竞争优势的不同构面对其因变量的影响不一,而环境特征和企业所采取的战略类型对上述因果关系有显著的影响。亦即企业因外部环境及竞争优势的取向不同,实施市场导向的侧重点不同,均会影响企业的经营绩效。这一发现有助于我国企业设计实施市场导向以获取竞争优势,并藉此提升经营绩效。 Based on the sample data from 221 enterprises in China,this paper investigates the relationship among market orientation and organizational performance from the perspective of competitive advantage with structural equation modeling.Encouraging empirical results are obtained and confirm the positive causal relationship among the three mentioned above.The results show that different dimensions of market orientation and competitive advantage differ on effects on their dependent variables,while environment characteristics and strategy type enterprise adopted moderate the mentioned casual relationships significantly.That is,different performance will be made by different strategies on competitive advantage and market orientation under different circumstances.This finding may have implications for practitioners in how to implement a market orientation strategy to gain competitive advantages and thus enhance organizational performance.

作者张雪兰

机构地区中南财经政法大学新华金融保险学院

出处《财贸经济》 CSSCI 北大核心 2007年第7期100-106,共7页 Finance & Trade Economics

关键词市场导向竞争优势组织绩效环境战略 Market Orientation,Competitive Advantage,Organizational Performance,Environment,Strategy

分类号 F272 [经济管理—企业管理]

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参考文献8

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