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Indexed by:会议论文

Date of Publication:2013-01-01

Included Journals:CPCI-SSH

Page Number:165-169

Key Words:Market orientation; Dynamic capabilities; Product innovation; Manufacturing industry

Abstract:We conceptualize and empirically test a mode that links different types of market orientation and product innovation, moderating by dynamic capabilities. Survey responses from China's manufacturing industry firms indicate that niche market orientation is more strongly positively related with product innovation than is mass market orientation. Meanwhile firms with high levels of dynamic capabilities better effects two types of market orientation and product innovation. The results have significant implications for firm strategies to facilitate product innovations and achieve competitive advantages.