CAJ | 학술논문

市场导向和组织创新是非营利组织（Nonprofit Organizations,NPO）在不确定环境下作出的战略反应,据此论文构建了环境不确定性、NPO战略反应和绩效间关联的概念模型。应用问卷调查数据及结构方程建模方法对概念模型进行检验,研究发现：（1）环境不确定性对NPO市场导向和组织创新均有直接驱动作用;（2）组织创新在市场导向与NPO绩效的关系中具有部分中介作用;（3）市场导向和组织创新在环境不确定性与NPO绩效的关系中具有完全中介作用。研究结果不仅丰富了战略管理理论和市场导向理论,同时也为我国NPO在不确定环境条件下选择合适的战略以实现组织的持续健康发展,提供了有益参考。
시장도향화조직창신시비영리조직（Nonprofit Organizations,NPO）재불학정배경하작출적전략반응,거차논문구건료배경불학정성、NPO전략반응화적효간관련적개념모형。응용문권조사수거급결구방정건모방법대개념모형진행검험,연구발현：（1）배경불학정성대NPO시장도향화조직창신균유직접구동작용;（2）조직창신재시장도향여NPO적효적관계중구유부분중개작용;（3）시장도향화조직창신재배경불학정성여NPO적효적관계중구유완전중개작용。연구결과불부봉부료전략관리이론화시장도향이론,동시야위아국NPO재불학정배경조건하선택합괄적전략이실현조직적지속건강발전,제공료유익삼고。
This study proposed market orientation and organizational innovation are strategic re-sponses of nonprofit organizations（ NPO） under uncertain environment and constructed a concep-tual model of environmental uncertainty,strategic responses and NPO performance. The concep-tual model was empirical y tested by structural equation modeling based on survey data. The re-sults reveal that：（1）environmental uncertainty has direct influence on market orientation and or-ganizational innovation;（2）organizational innovation plays a partial mediating role between mar-ket orientation and NPO performance; and （ 3 ） market orientation and organizational innovation play ful mediating role between environmental uncertainty and NPO performance. Our research results not only contribute to the strategic theory and market orientation theory, but also have managerial implications for China’s NPO to choose proper strategy through which to improve or-ganizational development and effectiveness.