市场导向与组织绩效的关系--环境与组织学习的影响

国外学者对市场导向是否影响组织绩效进行了大量的实证研究,至今没有定论,许多学者仍非常关注这个问题.改革开放以来,我国许多企业开始引入市场导向的管理观念,然而这种观念是否影响以及如何影响企业的绩效?国内外学术界尚未发表以中国大陆数据为基础的实证结果.本文以我国华南地区企业为调查对象,对市场导向是否以及如何通过组织学习影响组织的绩效,以及环境在其中的作用进行实证研究.结果表明,环境变动越快,企业的市场导向程度越高,企业的市场导向对组织绩效没有显著直接影响,但是市场导向却可以通过组织学习对组织绩效产生显著影响.

Market Orientation and Organizational Performance:The Effect of Organizational Learning and Environment

This research examines the relationships among the change of Environment, market orientation, organizational learning & organizational performance. The sample of this study includes 134 companies in south China. The paper proves that the change of En- vironment has a positive direct impact on market orientation, market orientation has a positive direct impact on organizational learning, but the direct effect of market orientation on performance is not sta- tistically significant. However, market orientation has a positive indi- rect impact on performance by organizational learning.