The Empirical Research On The Influence Of Market-Driven Orientation And Market-Driving Orientation On Firm Performance

Market orientation is the cornerstone of modern marketing.In recent years,"being market-orientated"has enjoyed a wide consensus in business world. But in the domain of practice, not every enterprise implementing market orientation gets superior performance. And in the field of academy, there is lots of controversy on the relationship between market orientation and performance. Does market orientation really improve performance? To solve this key problem, scholars have studied from many points of view such as the concept of market orientation, mediate variable, moderate variable and so on. But up to now, there is still lack of an integrated study.In such background, based on reviewing related literatures, this study divides market orientation into two different related types—market-driven orientation and market-driving orientation. And following the theoretical frame of"Resource-Capability-Performance", this study constructs a theoretical model introducing the mechanism of how market-driven orientation and market-driving orientation influence the performance. Exploitation capability and exploration capability are the mediate variable, and environmental turbulence is the moderate variable of the model. Furthermore, this study tries to provide a new explanation of the relationship between market orientation and performance and source of superior performance.Base on the related literatures, this study carried through an empirical study on the proposed theoretical model making use of questionnaire survey, statistical software analysis. The empirical study shows: the market-driven orientation has positive effect on exploitation capability but negative effect on exploration capability, and the market-driving orientation has positive effect on exploration capability but no effect on exploitation capability; within two types of organizational learning, only exploration capability has positive effect on performance; the exploitation capability also has positive effect on exploration capability; besides, the environmental turbulence can influence the relationship between exploitation capability and exploration capability only.Managerial implications are as follows: building a rational culture of market orientation for the organizational learning; reinforcing the capability of organizational learning and banlancing the capability of exploitation and exploration; turning the enterprise strategy from market-driven to market-driving; and viewing the influence of environmental factors flexibly.