市场导向的类型及其影响研究
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外国经济与管理 2007 年 第 29 卷第 09 期, 页码：31 - 38
摘要
参考文献
摘要
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。
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[3]Jaworski,B J,Kohli,A K,and Sahay,A.Market-driven and driving markets[J].Journal of the Academy of Marketing Science,2000,28(1):45-54.
[4]Im,S,and Workman,P.Market orientation,creativity and new product performance in high technology firms[J].Journal of Mar-keting,2004,68(Apr.):114-132.
[5]Narver,J C,and Slater,S F.The effect of market orientation on business profitability[J].Journal of Marketing,1990,54(Oct.):20-35.
[6]Narver,J C,Slater,S F,and MacLachlan,D L.Total market orientation,business performance and innovation[R].Working PaperNo.01-116,Marketing Science Institute,2000.
[7]Day,G.Misconceptions about market orientation[J].Journal of Market-Focused Management,1999,4(1):5-16.
[8]Narver,J C,Slater,S F,and MacLachlan,D L.Responsive and proactive market orientation and new product success[J].The Jour-nal of Product Innovation Management,2004,21(5):334-347.
[9]Stacey Barlow.From market driven to market driving:An alternate paradigm for marketing in high technology industries[J].Journalof Marketing,2004,Summer:13-23.
[10]Hamel,Gary.Strategy as revolution[J].Harvard Business Review,1996,(Jul.-Aug.):69-82.
[11]Deshpande,R,Farley,J,and Webster,F.Corporate culture,customer orientation,and innovativeness in Japanese firms:Aquadrad analysis[J].Journal of Marketing,1993,57(Jan.):23-37.
[12]Kohli,Ajay K,Jaworski,Bernard J,and Kumar,Ajith.MARKOR:A measure of market orientation[J].Journal of MarketingResearch,1993,30(Nov.):467-77.
[13]Slater,S F,and Narver,J C.Does competitive environment moderate the market orientation-performance relationship[J].Journalof Marketing,1994,58(Jan.):46-55.
[14]Deshpande,R,and Farley,J U.Measuring market orientation:Generalization and synthesis[J].Journal of Market-Focused Man-agement,1998,2(3):213-232.
[15]Bennett,Roger C,and Robert C Cooper.The misuse of marketing:An American tragedy[J].Business Horizons,1981,24:51-61.
[16]Christensen,C M,and Bower,J L.Customer power,strategic investment and the failure of leading firms[J].Strategic ManagementJournal,1996,17(3):197-218.
[17]Workman,John P,Jr.Marketing’s limited role in new product development in one computer systems firm[J].Journal of MarketingResearch,1993,30(Nov.):405-21.
[18]Hamel,G,and Prahalad,C K.Corporate imagination and expeditionary marketing[J].Harvard Business Review,1991,69:81-92.
[19]Slater,Stanley F,and Narver,John C.Market orientation and the learning organization[J].Journal of Marketing,1995,59(Jul.):63-74.
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刘石兰. 市场导向的类型及其影响研究[J]. 外国经济与管理, 2007, 29(9): 31–38.
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