市场导向内涵与执行随企业成长阶段演变的规律——基于中兴通讯的案例研究

基于中兴通讯在竞争激烈的通信设备行业不断克服管理危机从跟随者成长为全球领先者的案例,从动态角度探讨了市场导向内涵及其执行随企业成长阶段演变的规律。研究结论如下:①随着企业成长阶段的变化,市场导向内涵从市场创新与模仿竞争者导向的市场驱动理念向顾客与竞争平衡导向的驱动市场理念转变;②执行市场导向的组织变革特征受企业不同发展阶段管理危机的影响,而在集权与分权、自主与协调间反复,但组织成熟度呈螺旋式上升;③顾客后向影响供应商的主动创新特征使市场导向内涵中的市场驱动理念包括适应市场和"OEM"协作,驱动市场理念包括引导市场和"共生互动"的内容;④市场不确定性对企业市场导向执行结果产生影响,这也解释了同一行业内企业市场导向与经营绩效之间并非简单的线性关系。

The Evolution of Market-Oriented Content and Implementation with the Enterprise Growth Stage:A Case Study Based on ZTE

From the dynamic perspective,this article discusses how content and implementation of market-orientation develop in every growth stage of ZTE.The study makes the following conclusions: ① with the change of growth stages,the content of market-orientation shifts from market innovation and imitation competitive market-driven philosophy to the customer-competitor balancing market-driving philosophy;②market-orientation organization changes are affected by management crisis of different stages falling to enterprises,and they repeat between centralization and decentralization,autonomy and coordination and finally mature in a spiraling way;③the innovative feature of customers leads to that,the market-driven philosophy consists of market adaptation strategy and "OEM" cooperation strategy;and driving market philosophy includes leading-market strategy and "co-exist and interactive" strategy;④market uncertainties have influence on the outcome of adopting market orientation,which explains that,in the same industry,the relationship between market-orientation and business performance is not a simple linear relationship.