市场导向对组织创造力的非线性作用机理——组织二元结构文化与创业导向的影响研究

在我国加快实施创新驱动发展战略中，如何提升企业组织创造力以促使企业创新变得至关重要。企业战略是影响组织创造力和创新的重要情境因素。市场导向和创业导向是新兴经济体国家的企业发展的战略核心。然而，现有研究对市场导向与企业创造性产出之间关系的观点却不一致。创业导向如何影响市场导向对组织创造力的作用也尚未得到关注和研究。本研究以145家企业的979份高层管理人员与核心员工的套问卷数据为样本，研究发现：市场导向对组织创造力产生倒U型影响，且倒U型影响通过二元结构文化（一致性文化与适应性文化）的不同传导机制而产生，即：一致性文化在市场导向与组织创造力之间正向中介效应随市场导向的增强而减弱，并在高度市场导向时转变为负向中介效应，而适应性文化在市场导向和组织创造力之间发挥部分中介效应。研究还发现：市场导向对组织创造力的倒U型影响受创业导向的调节作用，即：当创业导向较高时，市场导向对组织创造力的积极影响随市场导向的增强而逐渐增强，反之，则逐渐减弱。研究结论为提升企业组织创造力提供新的思路和理论参考。

The Nonlinear Mechanism of Market Orientation on Organizational Creativity: The Effects of Ambidextrous Organizational Culture and Entrepreneurial Orientation

In the process of speeding up the implementation of innovation driven development strategy in China, it has been crucial for enterprises to improve organizational creativity and then promote organizational innovation. Among the various influence factors of organizational creativity and innovation, corporate strategy is an important contextual factor. Market orientation and entrepreneurship orientation are the strategic core of enterprise development in emerging economies. However, the existing research on the relationship between market orientation and organizational creative output is inconsistent and how entrepreneurial orientation influences the effect of market orientation on organizational creativity has not been paid attention to and explored.In view of this, this study explores how market orientation has an impact on organizational creativity through the ambidextrous organizational culture (i.e., consistent culture and adaptive culture), and how entrepreneurial orientation can alleviate the potential adverse impact of market orientation on organizational creativity, so as to promote the sustainable and efficient development of enterprises.Based on a sample of 145 sets of effective matching questionnaires, including 395 questionnaires for senior managers and 584 questionnaires for core employees in 145 companies, the results demonstrates that market orientation has an inverted-U shape effect on organizational creativity through two different mediating mechanisms, which are the two dimensions of ambidextrous organizational culture (i.e., consistent culture and adaptive culture). Specifically, the positive mediating effect of consistent culture decreases when market orientation increases from low level to moderate level and eventually becomes negative when market orientation turns to high level, while adaptive culture partially mediates the relationship between market orientation and organizational creativity. Meanwhile, it demonstrates that entrepreneurial orientation moderates the inverted-U shape relationship between market orientation and organizational creativity. When entrepreneurial orientation is high, the positive influence of market orientation on organizational creativity increases along with the increase of market orientation, otherwise, it decreases.Our understanding of the relationship between market orientation and organizational creativity can be enriched and the extant literature is extended in the following aspects: (1) the internal mechanism between market orientation and organizational creativity is enriched from the perspective of ambidextrous organizational culture. (2) the findings of the different effects of consistent culture and adaptive culture on organizational creativity deepen the cognition that there is threshold effect of organizational culture characteristics on the promotion of organizational creativity. (3) the moderating role of entrepreneurial orientation in the relationship between market orientation and organizational creativity reveals the importance of the synergistic effect of different enterprise strategic orientation. The findings also provide important managerial implications for Chinese enterprises to improve organizational creativity and innovation.