组织惯例更新触发因素与影响效应——基于先动型市场导向和可持续竞争优势视角

组织惯例更新是企业进行组织优化和迭代以适应外部动态环境的重要途径，基于组织学习理论和动态能力理论，构建先动型市场导向—组织学习—组织惯例更新—动态能力—可持续竞争优势研究框架，探讨组织惯例更新触发因素与影响效应。通过对191家科技型企业进行问卷调研发现：①先动型市场导向显著正向影响组织惯例更新，组织学习在先动型市场导向与组织惯例更新之间起部分中介作用；②组织惯例更新显著正向影响企业可持续竞争优势，动态能力在组织惯例更新与可持续竞争优势之间发挥完全中介作用。研究结论有助于厘清组织惯例更新触发因素、丰富组织惯例更新结果研究，并对企业建立可持续竞争优势具有一定指导意义。

Causes and Effects of Organizational Routine Updating:the Perspective of Proactive Market Orientation and Sustainable Competitive Advantage

Black swan events, such as COVID-19 in 2020, not only significantly impact the economy, technology and politics, but also exert great influence on the external environment of enterprises. With increasing environmental uncertainty, it′s vital for the enterprises’ sustainable development to overcome organizational inertia and change routines. Updating organizational routines is key to understanding organizational change and thus the relationship between organizational routines and environmental adaptability has been focused by the academia.#br#From the perspective of the trigger factors of organizational routine updating, the leadership behavior and organizational learning orientation of internal enterprises are the main factorsaffecting organizational routine updating. Among the external factors of an enterprise, diversified and heterogeneous information brought about by environmental fluctuations and co-opetition also plays an important role in the transformation of enterprises. Additionally, strategic orientation, which reflects the broad strategy of a firm, is critical in guiding enterprises' strategic decisions and reforming routines. However, few scholars have studied the impact of strategic orientation on organizational routine updates. Therefore, this study attempts to examine how strategic orientation influences organizational routine updating. A proactive market orientation refers to enterprises that identify the additional needs of unaware customers and work closely with lead users to effectively extrapolate future market trends, overcome transition resistance, and adapt to environmental changes. With a proactive market orientation, the gap between a new context and existing routines can be discovered by carefully observing customer behaviors to promote organizational routine updating. Moreover, based on the theory of organizational learning, organizational learning requires enterprises to strengthen knowledge in certain ways, such as gathering and sharing knowledge. The essence of organizational routine updating is the process of gathering and absorbing internal and external knowledge. Thus, organizational learning is an important mechanism for updating an organizational routine through the internalization and combination of knowledge.#br#In another aspect, research on the consequences of organizational routine updating focuses on its effect on business process reengineering, business model innovation and the establishment of enterprise competitive advantage, ignoring the role of sustainable competitive advantage. In the context of VUCA(Volatile, Uncertain, Complex, Ambiguous) it has become a critical issue to explore how organizational routine updating integrates resources to facilitate rapid strategic change for firms and maintain competitive advantage. Furthermore, according to the dynamic capability theory, organizational routine updating is not only a process of reengineering routinebut also integrating resources and upgrading capabilities. Meanwhile, dynamic capability is an emerging and potentially integrative approach to understanding how organizational routine updating maintains enterprises’ sustainable competitive advantage. To sum up, it is important to study the triggers and impacts of organizational routine updating on the transformation process of enterprises. Therefore, based on the organizational learning and dynamic capabilities theories, this study proposes the research framework of proactive market orientation—organizational learning—organizational routine updating—dynamic capabilities—sustainable competitive advantage and discusses the triggers and consequences of organizational routine updating.#br#A large-scale questionnaire survey was administered to 300 technology enterprises located in Guizhou Province, Hubei Province, and valid data from 191 enterprises were obtained. Structural equation modeling was used to analyze the data. The results show that proactive market orientation has a significant positive impact on organizational practice renewal. Organizational learning plays a partial intermediary role in the relationship between proactive market orientation and organizational routine updating. Organizational routine updating has a significant positive impact on the sustainable competitive advantage of enterprises. Additionally, dynamic capabilities play a complete intermediary role between organizational routine updating and sustainable competitive advantage.#br#Finally, this study proposes management solutions and suggestions. Enterprises are advised to invest in raising the level of their proactive market orientation to adapt to changes in the external environment. Furthermore, organizational learning promotes the full potential of proactive market orientation for enterprises, and it can maintain a diversity of knowledge for the search, mutation, and selection of organizational routines to promote the upgrading. Therefore, the key to improving dynamic capabilities is to organically combine the routines of the organization with the external environment. Enterprises should accelerate the formation of routines updating strategic recognition, further improve the tendency of organization and the understanding of the development, and actively implement organizational routine updating. Additionally, this study is an important extension of research on organizational routines. Ittheoretically enriches the research by referring to the theory of organizational learning and dynamic capabilities and provides a theoretical basis for enterprises to build a sustainable competitive advantage.#br#