考察了市场导向执行的具体模式,以及市场导向模式选择的影响因素和绩效.对227家制造型企业的问卷调查结果显示:MKTOR量表在中国制造业环境下具有良好的信度和效度;我国制造型企业市场导向的具体模式可以分为6种;不同模式市场导向下的产品创新绩效和企业财务绩效存在明显差异;市场导向的模式选择与内部组织因素和外部环境因素有关.%This study explores different implementation patterns of market orientation as well as their determinants and performance consequences, based on three-dimensional conceptualization by Narver and S1ater. The research findings from a questionnaire survey of 227 Chinese manufacturing firms reveal that the MKTOR scale also has acceptable reliability and validity in Chinese manufacturers context; six implementation patterns of market orientation can be identified among Chinese manufacturers; implementation patterns of MO bring about different product innovation performance and financial performance; and implementation patterns are associated with internal organizational factors and external environmental factors.
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