Abstract：This paper classifies market orientation into two types,namely market-driven orientation and market-driving orientation.It develops a conceptual model that market orientation indirectly affects performance by using organizational learning as a mediator.An empirical test using data from a sample of firms from Hunan province high-tech industrial development zones is conducted.The results show that market driving orientation has a positive effect on exploitative learning,but has a negative effect on exploratory learning;market-driven orientation has only a positive effect on exploratory learning;both market-driving orientation and market-driven orientation have positive effects on performance.These conclusions have managerial implications for high-tech firms to implement market orientation.
杨智;黄梦鸽;俞沈峰. 市场驱动导向和驱动市场导向对企业绩效的影响:组织学习的中介效应[J]. , 2014(4): 80-85.
Yang Zhi;Huang Mengge;Yu Shenfeng. The Effects of Market-driven Orientation and Market-Driving Orientation on Business Performance:Organizational Learning as Mediator. , 2014(4): 80-85.
2014, 
