Moderating Effect of Product Innovation on Market Orientation-Firm Performance Linkage

摘要：

A large number of studies assert a positive relationship between market orientation and firm performance.However,researches have not adequately accounted for the joint effect of product innovation and market orientation (MO) on firm performance,especially in developing and transitional economies.In this study,by analyzing the questionnaire from 125 firms under China transition background,the impact of MO on firm performance and the moderating effect of product innovation are explored.Empirical results obtained from hierarchical regression reveal that,MO has direct positive impact on firm performance and product innovation plays a moderating role between the two.For Chinese firms,the conjunction of MO and product innovation can create synergistic effect on their performance.The managerial implication and future researches are discussed.

关键词： Market orientation Product innovation Firm performance

作者: Hu Yangcheng Deng Liming

作者单位: Department of Management Engineering,Nanchang Institute of Technology,P.R.China,330099

会议类型: 国际会议

会议名称: 第三届产品创新管理国际会议(The 3rd International Conference on Product Innovation Management)

会议地点: 武汉

会议语种:英文

在线出版日期: 2008-10-26（万方平台首次上网日期，不代表论文的发表时间）