The Empirical Research On The Influence Of Market Orientation And Innovation Orientation On Firm Perpormance

In recent years, market orientation and innovation orientation have been identified as the resourses of superior performance, so both entrepreneurs and scholars have paid much attention on them. In the domain of practice, both market orientation and innovation orientation have many successful and failed application cases. Hence the implementation of whether market orientation or innovation orientation becomes confused to entrepreneurs. Similarly, in the field of academy, both market orientation and innovation orientation has been reported having its advantages and disadvantages, so which orientation is sutable to the development of firm is really divergent from different scholars. Besides, the mechanism of how the market orientation and innovation orientation influence the performance is still ambiguous.In such background, based on reviewing related literatures, this study constructs a theoretical model introducing the mechanism of how market orientation and innovation orientation influence the performance. Marketing capability is the mediate variable, and environmental uncertainty is the moderate variable of the model. Furthermore, a new theoretical framework that is"culture-capability-performance"causal chain is formulated, which provides a new explanation of the selection of strategic orientation and source of superior performance.Base on the relative literatures, this study develops the scales for the empirical study. The empirical study shows: The scales, including market orientation, innovation orientation, marketing capability, market performance, financial performance and environmental uncertainty, are suitable to Chinese firms; Marketing capability is the mediate variable between market orientation, innovation orientation and performance. Market performance is the mediate variable between marketing capability and financial performance; The environmental uncertainty has moderate effect on the relationship between market orientation, innovation orientation and marketing capability. When the environmental uncertainty is low, market orientation has positive effect on marketing capability, but innovation orientation have no effect on marketing capability; when the environmental uncertainty is high, the situation is completely reversed, innovation orientation has positive effect on marketing capability, and the market orientation has no effect on marketing capability.Managerial implications are as follows: Culture of market orientation or innovation orientation should be constructed; The firm should choose the appropriate strategic orientation according to the environmental uncertainty; As marketing capability is the key tache of the successful implementation of market orientation and innovation orientation, firms should pay more attention to the cultivation of marketing capability; Firms should attach more importance to markt performance of marketing activity.