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论文编号：	127
作者编号：	043091
上传时间：	2007/6/23 9:51:53
中文题目：	市场导向、动态能力与组织绩效关
英文题目：	Research on the Relationship w
指导老师：	韩德昌
中文关键字：	市场导向 动态能力 组织绩效
英文关键字：	market orientation; dynamic ca
中文摘要：	市场导向理论研究至今备受学者们的关注，取得了一定的研究成果。然而，由于现有市场导向与经营战略的结合研究比较薄弱，导致了市场导向理论存在两个突出的问题：对市场导向能力研究不足；缺少与企业绩效间的正向关系的理论解释机制。这限制了市场导向理论的进一步发展，对建立市场导向的管理人员而言，也不具太大的指导意义。本研究运用文献研究、统计分析与案例分析等研究方法，结合动态能力理论，探讨了市场导向与动态能力间的关系，揭示了市场导向向企业绩效转化的实现机制，提出了MDOP模型，以期发展市场导向范畴，指导企业培育并改善市场导向与动态能力，在高度竞争的市场上获取竞争优势。 本研究除了第一章绪论与最后一章结论外，正文部分主要包括： 第二章，通过系统的市场导向与动态能力文献研究，分析了市场导向理论与动态能力理论现有研究的不足。 第三章，基于前人的研究成果，进一步对市场导向概念框架及各维度之间的关系进行分析，强调市场导向是一种各个层面既相互关联，又相互独立的动态文化体系，提出了一个规范的市场导向的维度结构体系；阐明了市场导向与企业绩效的关系，为后续研究奠定基础。 第四章，动态能力的理论与实践价值表明，动态能力的概念发展与测量是理论构建的核心问题，因此，本章提出了动态能力的维度结构，并探讨了动态能力与企业绩效的关系。 第五章，深入探讨了市场导向与动态能力的关系，阐述了市场导向在提升绩效的实施过程中能够促进动态能力的生成与发展，而动态能力是市场导向文化的实现方式。 第六章，从动态能力角度系统探究市场导向向企业绩效转化的实现机制，提出了实施市场导向战略的MDOP模型。 第七章，在中国市场环境下建立了市场导向与动态能力的测量量表，对其进行验证，得出了与提出的理论概念维度基本一致的结论。通过对两家中国知名企业较为详细的案例分析，揭示了在中国现实环境下，市场导向与动态能力的具体特征，验证了MDOP模型，得出了动态能力是市场导向文化向组织绩效转化的实现途径这一结论。 本文的学术贡献表现在三个方面： 1．提出了中国环境下的市场导向与动态能力的概念发展和维度测量 市场导向与动态能力的概念和模型是提升经营绩效的一项重要内容。总结我国企业的市场导向与动态能力实践，完善市场导向与动态能力理论，不仅具有十分重要的理论意义，而且具有重要的实践价值。通过比较前人提出的市场导向与动态能力的概念与维度，深入剖析和界定市场导向与动态能力的内涵与本质，本研究认为，市场导向是一个多层次、多维度的建构，而不是多数学者认为的单一层次的多维度概念，结合组织文化理论，提出了市场导向是由价值观、规章制度与行为三个维度构成的，且这三个维度具有相互独立性。而动态能力是由吸收能力、整合能力、学习能力与创新能力等一系列能力共同整合而成的能力系统。结合中国企业的实际情况，本文修正与发展了市场导向与动态能力测量指标，对其进行了有效性检验，最终得出了与本研究假设基本一致的维度结构。 2．提出并分析了市场导向型企业的主要能力要素 通过回顾市场导向现有文献中的能力研究，提出并发展了市场导向体系具有的动态能力要素：吸收能力、整合能力、学习能力及创新能力。这些能力与以“为消费者提供卓越价值”为理念的市场导向价值观所倡导的主导意识一致，也与市场导向的规章制度规范的内容一致。同时，在市场导向的整体运作流程中，动态能力的系统整合对提升运营绩效起到了主要的推动作用。 3．在市场导向向企业绩效转化过程中动态能力起到关键作用 本研究从战略视角分析动态能力，构建市场导向文化体系能够促进学习能力、吸收能力、整合能力、创新能力的生成与发展的理论论证，提出市场导向文化体系导引下地更加完全地应对环境变化的动态能力模型，阐明了动态能力是市场导向战略的实施途径，即市场导向通过动态能力的作用提升了组织绩效。
英文摘要：	Researchers have paid much attention to Market Orientation theory (MO) and gained a lot of achievements. While researchers seldom combined the study on MO with business strategy, thus leading to lack research on market-oriented capability and be unable to provide an explanatory mechanism for the positive relationship between MO and business performance. This limits the further development of MO theory. Furthermore, MO theory failed to provide necessary theory basis to direct the enterprise practices. The author applies several research methods, such as literature review, statistics analysis and case study. Combined with dynamic capacities (DC) theory, the author explores the relationship between MO and DC. This paper elaborates the transformation system of MO to organization performance and puts forward MDOP model, expecting to develop MO theory and direct enterprises’ practice in cultivating MO and DC. Except the introduction and conclusion, the main body of this paper includes: In the second chapter, through systematically literature review on MO and DC, the author analyzes the problems and shortcomings existent in the previous research of MO and DC. In the third chapter, based on previous research achievements, the author further analyzes MO concept framework and the relation between different dimensions of MO. The author points out that MO is a multi-level related as well as independent system, putting forward an improved dimensional-structured system for MO. The author makes clear the relationship between MO and organization performance, laying a foundation for follow-up research. Concept development and measurement is core issue of establishing MO theory. In the fourth chapter, the author proposes MO’s dimensional structure. Based on the structure, the author discusses the relation between MO and organization performance. In the fifth chapter, the author explores the relation between MO and DC. During the process of improving the enterprise performance, MO can facilitate the establishment and development of DC, while DC is a way to implement MO culture. In the sixth chapter, the author elaborates the transformation system of MO to enterprise performance, and puts forward a MDOP model used to implement MO strategy. In the seventh chapter, the author develops measurement for MO and DC suited to China environment and tests its validity. The result is basically aligned with the proposed concept dimension. The author conducts detailed case study of two famous China’s enterprises. The author points out the specific features of MO and DC in China. The author testifies MDOP model’s validity, concluding that DC is a medium to implement the transformation from MO to organization performance. The academic contribution of the paper is as follows: 1. Put forward the specific definition and measurement of MO and DC in China. Developing definition and model of MO is an important part of MO study. The author tries to develop and improve MO theory through the research of China enterprises MO practices. This study can bring direction to China enterprise’s MO practices. Based on previous studies, this paper analyzes thoroughly the essence of MO construct. The author points out that MO has a multi-level and multi-dimensional structure, not a single-level and multi-dimensional structure as most researchers believed. Combined with organization culture theory, the author proposes that MO is composed of three dimensions. They are value, regulation and behavior. The three dimensions are independent from each other. While DC is capacity system integrated by absorptive capacity, integrative capacity, learning capacity and innovative capacity. Considering China’s actual practice, the author modifies and develops her own measurement of MO and DC, and tests the validity. The test result is basically aligned with the author’s hypothesis. 2. Bring forward and analyze main capacity components of market-oriented enterprises. Based on literature review, the author puts forward four MO capacity components: absorptive capacity, integrative capacity, learning capacity and innovative capacity. Such capacities are aligned with MO value that focuses on the concept of “providing superior value to customers”. Meanwhile, such capacities can promote the market-oriented activities. 3. DC plays an important role in the transformation process of MO to organization performance. The author studies the DC from the strategic perspective. The author proves that MO culture system can promote the creation and development of absorptive capacity, integrative capacity, learning capacity and innovative capacity, thus proving that MO culture system can promote the creation and development of DC. The author tries to develop a capacity model that can help the enterprise meet the dynamic environment. The paper elaborates that DC is a necessary way to implement MO strategy. That is to say, MO promotes organization performance through the implementation of DC. Through this paper, we can get a full understanding of MO’s role in creating competitive advantage.
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