不同组织层次视角下市场导向度与绩效关系研究

同时采用市场导向的不同理论观点开展比较研究，结果显示，传统市场导向对绩效有正向促进作用，且受实施组织层次高低调节；反应型和先动型两种市场导向对绩效都有正向促进作用，但反应型市场导向的促进作用更强；在绩效关系受实施组织层次高低调节方面，调节作用仅在先动型市场导向条件下显著。结论表明，先动型和反应型市场导向并非相互抵触；反应型市场导向对绩效促进作用更强；企业高层介入利于绩效提升。

Study on the Relationship between Market Orientation and Performance under the Perspective of Different Organization Levels

Comparative study was carried on with different market orientation theories. The results show that market orientation of traditional concept has positive effect on performance, and it is adjusted by the organizational level of implementation. Under the circumstance of distinguishing between proactive and responsive market orientation, these two types of market orientation both have positive effect on performance, but the latter＇s promoting effect is stronger. In the respect of the relationship between market orientation and performance moderated by the organizational level of implementation, moderating effect is only obvious under the condition of proactive market orientation. Conclusion of this study indicates that responsive market orientations are not in conflict with each other; responsive market orientation has stronger promotional effect on performance; top executives＇ participation is good for performance improvement.