顾客导向与技术导向对企业产品创新绩效的影响一直是战略和营销研究领域关注的热点,但迄今为止的研究没有系统回答在不同类型行业(高科技和非高科技行业)中不同战略导向的影响有什么区别,从而不能为实践提供有效指导。本研究基于对全国501家企业产品创新活动的问卷调查,对这一问题进行了系统的实证研究。研究结果表明:(1)顾客导向和技术导向对我国企业的产品创新绩效有显著的影响;(2)在高科技行业,我国企业的顾客导向要显著高于技术导向,但技术导向与顾客导向对产品创新绩效的影响不存在显著差异;(3)在非高科技行业,我国企业的顾客导向也显著高于技术导向,但技术导向对产品创新绩效的影响要大于顾客导向的影响。此外,本文还对所得的发现及其启示进行了讨论,并提出了针对管理实践的建议。
Abstract
Based on the survey data from 522 Chinese Enterprises, the influence of different strategic orientations on new product innovation performance in different technology intensive industries is explored. The main findings include (1)both customer orientation and technology orientation have a significant effect on the firms' new product performance; (2)in high-tech industries, while firms are more customer-orientated than technology-orientated, the effect of customer orientation and technology orientation on firms' new product shows no significant difference; (3)in low-tech industries, firms are also more customer-orientated than technology-orientated, however, technology orientation has the stronger effect on new product innovation performance than that for customer orientation. The limitation and managerial implementation of current research are also discussed.
关键词
战略导向 /
产品创新 /
高科技行业 /
比较研究
Key words
strategic orientation /
product innovation /
high-tech industry /
comparitive research
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基金
受教育部人文社会科学重点研究基地基金资助:中国企业产品创新能力的成长路径研究(06JJD630011)。
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