论文部分内容阅读
市场导向和创业导向是两种不同类型的战略导向,分属于营销学和创业学两个不同的研究领域,两者既相互区别又紧密联系。在日益复杂、动态的商业环境中,这两种战略导向影响组织绩效的作用日益凸显,近年来出现了很多结合这两种导向的跨领域研究。但迄今为止,鲜有研究论及这两种战略导向的混合绩效效应问题。本文在界定这两种战略导向概念内涵的基础上,详细剖析了两者之间的联系和区别,并通过梳理已有的相关实证研究,对有关市场导向和创业导向混合绩效效应研究的现状进行了比较深入的评介,并对未来研究进行了简要展望,希望能对国内感兴趣的学者深入理解这两种战略导向及其混合绩效效应有所助益。
Market-oriented and entrepreneurial-oriented are two different types of strategic orientations, which belong to two different research fields, namely, marketing and entrepreneurship. They are both distinct and closely linked. In an increasingly complex and dynamic business environment, these two strategic orientations have played an increasingly prominent role in organizational performance. In recent years, many cross-cutting researches combining these two directions have emerged. But so far, few studies have dealt with these two strategic-oriented hybrid performance effects. On the basis of defining the connotation of these two strategic orientations, this article analyzes the connection and difference between them in detail, and combs the existing related empirical studies to conduct a research on the mixed performance effect of market-oriented and entrepreneurial oriented A more in-depth review, and a brief overview of future research, hoping to understand the two strategic orientations and their mixed-effects effect to the interested scholars in China.