双元视角下市场导向平衡效应对高科技中小企业新产品绩效的影响

以往研究采用直接二分法探讨两类市场导向对企业绩效存在不同程度的影响。基于双元理论视角，首先，梳理市场导向研究演进脉络，界定市场导向平衡效应的含义，并从资源分配和创新风险角度阐述市场导向平衡效应对企业的影响；其次，构建市场导向影响企业新产品绩效的理论模型，实证考察先驱型市场导向和反应型市场导向平衡效应影响中小型高科技企业新产品绩效的内部机制。通过分析212家中小型高科技企业有效样本，得出以下结论：市场导向平衡效应对企业双元创新具有显著正向影响；双元创新对企业新产品绩效具有显著正向影响；双元创新在市场导向平衡效应与新产品绩效关系中起完全中介作用。

The Influence of Market Oriented Equilibrium Effect on New Product Performance in Dual-Element Perspective

In previous studies,direct dichotomy was adopted to explore the influence of the two types of market orientation on enterprise performance to different degrees.This study based on the organizational ambidexterity theory,firstly comb of the evolution of the study of the market orientation,define the meaning of the market-oriented balance effect,and from the angle of resource allocation and innovation risk,this paper expounds the influences of the market-oriented balance effect to the enterprise,and then build the theory of market orientation affect enterprise new product performance model,the empirical examines the pioneer market orientation and reactive balance of market orientation effect of small and medium-sized high-tech enterprises internal mechanism of the new product performance.Through the analysis of 212 small and medium-sized high-tech enterprises,the following conclusions are drawn: market-oriented equilibrium effect has a significant positive impact on enterprise dual innovation; Dual innovation has a significant positive impact on the performance of new products; Dual innovation plays a fully mediating role in the relationship between market-oriented equilibrium effect and new product performance.