Research On Customer Orientation, Innovation Adoption And Technological Innovation Performance

With the diversification of customer demand and the continuous progress of technology, the cycle of the product and business model is greatly shortened. The academic and business circles pay more attention to how to carry out technological innovation activities in Chinese machinery manufacturing enterprises. At the same time, Enterprises are increasingly aware that the innovation is an important means for enterprise sustainable development and obtaining lasting profits. The status and role of customer orientation and enterprise technology innovation are becoming more and more important, especially for enterprises in the period of industrial transformation. The enterprises should timely capture and predict customer needs in the process of technology innovation, which can adopt innovation to develop the new products or services, in order to gain footholds in the violent competition.This paper has sorted out relevant research literature at home and abroad, this study proposed a research framework of customer orientation on technological innovation performance by integrated literature on innovation adoption, absorptive capacity, and built a moderated mediating model. Based on a sample of machinery manufacturing enterprises in the Yangtze River Delta region, results of data analysis are shown as follows:firstly, customer orientation has significantly positive effects on technological innovation performance; secondly, innovation adoption plays a mediating role in the relationship between customer orientation and technological innovation performance; thirdly, the absorptive capacity has significantly positive effects on technological innovation performance; fourthly, the absorptive capacity positively moderated the mediation effect of innovation adoption at the impact of customer orientation on technological innovation performance.These findings not only help to further enrich the achievement of technological innovation performance and clarify the inherent mechanism of customer orientation affecting innovation performance, but also provide theoretical and practical guidance for enterprise manager.