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Unfolding the ambidextrous effects of proactive and responsive market orientation

机译：展现积极主动和快速响应的市场导向的模棱两可的效果

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Investigating the ambidextrous effects of its proactive and responsive dimension offers a fresh perspective on market orientation. Drawing upon the ambidexterity literature, the author derives hypotheses on the joint effects of combining and balancing proactive and responsive market orientation. He examines his hypotheses with two wave panel survey data from 167 strategic business units. Using time-lagged performance data and polynomial regression with response surface analysis to overcome limitations of previous studies of ambidexterity, the author finds that the balance between proactive and responsive market orientation has an incremental positive effect on performance beyond their combined effect; that performance will decline less sharply when proactive is higher than responsive market orientation; and that as the level of balance increases, performance will first decrease and then increase. Given resource scarcity, an important and counterintuitive implication of the present study is that balancing proactive and responsive market orientation is as important as their combination. (C) 2015 Elsevier Inc. All rights reserved.
机译：研究其主动和响应维度的灵活性将为市场定位提供新的视角。利用歧义性文献，作者得出了关于结合和平衡主动和响应市场取向的共同影响的假设。他用来自167个战略业务部门的两个wave panel调查数据检验了自己的假设。使用时滞绩效数据和具有响应面分析的多项式回归方法来克服先前对灵活性的研究的局限性，作者发现，主动和响应市场导向之间的平衡对绩效的影响超过其综合影响；当主动性高于响应性市场导向时，业绩将不会急剧下降；随着平衡水平的提高，性能会先降低然后提高。考虑到资源稀缺，本研究的一个重要且与直觉相反的含义是，平衡主动和响应的市场导向与其组合一样重要。 （C）2015 Elsevier Inc.保留所有权利。

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