Science Research Management

Science Research Management ›› 2019, Vol. 40 ›› Issue (1): 113-120.

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Market orientation, resource bricolage and business model innovation

Zhou Fei 1,2, Sha Zhenquan3, Sun Rui 1,2   

  1. 1. School of Business Administration, Huaqiao University, Quanzhou 362021, Fujian, China;
    2. Research Center of East Management, Huaqiao University, Quanzhou 362021,Fujian, China;
    3. School of Business Administration, South China University of Technology, Guangzhou 510640,Guangdong, China
  • Received:2016-04-29 Revised:2017-06-26 Online:2019-01-20 Published:2019-01-21

Abstract: The concept of marketing orientation is considered to be the cornerstone of strategic marketing, however, the effect of market orientation impact on the enterprise innovation has been controversial. Based on the Resources Constructivism Theory, this study based on the difference of responsive market orientation and proactive market orientation, from the perspective of resources bricolage, explore the relationship between market orientation and business model innovation. Research results show that: (1) the proactive market orientation has a significant positive effect on business model innovation, and responsive market orientation has a inverted U shape influence on business model innovation;(2) the proactive market orientation and responsive market orientation both have significant positive influence on resources bricolage;(3) resources bricolage played a partial intermediary role between proactive market orientation and responsive market orientation impaction on business model innovation, respectively.

Key words: proactive market orientation, responsive market orientation, resource bricolage, business model innovation