Strategic Orientation and Product Innovation Performance of Small and Medium Pharmaceutical Enterprises:A Multiple Case Study
Zhang Yan1, Wei Jiang2, Zhu Zijun3
1.School of Economics and Management,China University of Petroleum,Qingdao 266580,China; 2.School ofManagement,Zhejiang University,Hangzhou 310058,China; 3.School of Business Administration,South China University of Technology,Guangzhou 510640,China
Abstract：Are there any differences in the effects of market orientation and entrepreneurial orientation on product innovation performance? Under what contexts,market orientation and entrepreneurial orientation can affect more effectively on product innovation performance? Based on the above research issues,four typical pharmaceutical enterprises are selected to carry out a cross case study.The results show that the role of market orientation and entrepreneurial orientation on enterprise product innovation performance is different.In particular,Enterprises should focus more on the entrepreneurial orientation.In addition,the article also identifies two contextual variables that affect the relationship between strategic orientation and product innovation performance,they are enterprise ownership and enterprise marketing ability.
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