关键词: 市场导向, 创业导向, 学习导向, 技术创新, 管理创新

Abstract:

In the literature probing into the impact of strategic orientations upon organizational innovation, many studies focused on single orientation, or paid more attention to innovative culture or product innovation activities. In this context, this study aims at investigating the magnitude and approach of the impact of different strategic orientations (market orientation, entrepreneurial orientation and learning orientation) upon organizational innovation (administrative innovation and technological innovation), as well as moderating role of market turbulence in the strategic orientation-organizational innovation link. Based on survey data of 260 Chinese manufacturing firms, this research comes to several main findings: (1) Market orientation, learning orientation and entrepreneurial orientation improve administrative innovation and technological innovation through different approaches; (2) Market orientation impacts administrative innovation to a greater extent, while entrepreneurial orientation impacts technological innovation more significantly; (3) Market turbulence has a positive moderating effect on market orientation-organizational innovation link.

Key words: Market Orientation, Entrepreneurial Orientation, Learning Orientation, Technological Innovation, Administrative Innovation