CAJ | 학술논문

本文通过对现有关于市场导向的研究进行系统分析,并借鉴资源基础理论构建新创企业市场导向、资源整合及绩效间的关系模型。基于吉林省192家新创企业的研究结果显示,实施市场导向战略对新创企业的意义重大,一方面帮助企业了解市场,抓住顾客,直接提升企业绩效;另一方面通过采用稳定调整和开拓创造资源整合方式对实施市场导向战略所带来的信息、知识等资源进行有效整合,间接促进企业绩效的提升。本文研究结论有助于新企业认识到市场导向重要性,并指导新创企业通过合理的资源整合方式来提升市场导向所带来的效用。
본문통과대현유관우시장도향적연구진행계통분석,병차감자원기출이론구건신창기업시장도향、자원정합급적효간적관계모형。기우길림성192가신창기업적연구결과현시,실시시장도향전략대신창기업적의의중대,일방면방조기업료해시장,조주고객,직접제승기업적효;령일방면통과채용은정조정화개탁창조자원정합방식대실시시장도향전략소대래적신식、지식등자원진행유효정합,간접촉진기업적효적제승。본문연구결론유조우신기업인식도시장도향중요성,병지도신창기업통과합리적자원정합방식래제승시장도향소대래적효용。
This aritical reviews the prior research on market orientation and on the basis of the resource base theory constructs the model of relationship between the market orientation,resource integration and the performance in the new venture.We use the survey date from 192 new ventures in the Jinlin provence.The result shows that the implementation of market orientation strategy on the new venture is significant,on the one hand to help firms directly improve business performance by understand the market and seize the customer.The other hand,through use of stabilizing and pioneering which are the ways of resource integration,the new venture effectively integrate the resource such information and knowledge and indirectly promote the performance.This conclusion will help new ventures recognize the importance of market orientation and guide them to reasonable deploy the kind of ways of resource integration for improve the effectiveness of market orientation.