Research On Relationship Of Market Orientation, Knowledge Integration, And Value Innovation Capacity

Market orientation has always been a hot spot in the field of marketing. In the past decades, market-oriented idea spread widely in managers of many enterprises, and this idea has been accepted and adopted by most enterprises gradually. The global competition is more and more intensive, building marketing competence is urgent to any businesses, including market-oriented ones, through what the business could become the leader and gain lasting competitive advantages in the market. Value innovation capacity is a significant component of marketing competences. For market-oriented enterprises whose target are customer and market, owing the new value creation capacity is necessary as also as important. Customer value is the source of competitive advantage, the competence to create superior and new customer value will help the market-oriented enterprise to take up the dominant status in the fierce competition. The problem about how to build the value innovation capacity should be solved for the market-oriented enterprise.With the emergence of overall market orientation, the market orientation is divided in two dimensions, which are market-driven orientation and market-driving orientation. The former emphasizes to maintain the status quo, it meets the current market and customer demands. But the latter want to break the current market structure and change the market behaviors, it stresses to seek the potential market and customer demands. This paper discussed how these two different dimensions influence value innovation capacity, and added knowledge integration as the mediating variable, eventually built a theory model which involved market orientation, knowledge integration and value innovation capacity. In addition, we put transformation leadership as moderating variable in the relationship between market orientation and knowledge integration. To make these efforts, we attempt to provide new path and method for enterprises to build value innovation capacity.By collected first-hand data and information, this paper adopted empirical research method to verify the theory model. The conclusions were presented as follows.(1) Market-driven orientation has a positive effect on value innovation capacity, and market-driving orientation also has a positive effect on value innovation capacity.(2) Market-driven orientation has a positive effect on knowledge integration, and market-driving orientation also has a positive effect on knowledge integration.(3) Knowledge integration not only plays a complete mediation role in the relationship between market-driven orientation and value innovation capacity, but also plays a partial mediation role in the relationship between market-driving orientation and value innovation capacity.(4) Transformation leadership has a moderating effect on the relationship between market-driving orientation and knowledge integration, but this effect is not significant in the relationship between market-driven orientation and knowledge integration.In the current studies, the research in building value innovation capacity is very limited and scarce. This paper puts forward the impact path between market orientation and value innovation capacity, then according to the conclusion and further combined with the actual situation of enterprises, proposes some management advises that aimed at provide theoretical guidance to help enterprises build a lasting competitive advantage.