绿色创业企业先动式顾客导向对突破式绿色产品创新的作用研究

摘要

In order to explore the real impact of proactive customer orientation( PCO) on green product breakthrough in-novation ( GPBI) , this paper conducts an empirical study of 193 green ventures in China. It divides green product break-through innovation into Technology-and Market-Based green product breakthrough innovation and takes compatibility&impor-tance of green product breakthrough innovation as the mediating variable, to construct a conceptual model to study how PCO afftects GPBI. The results show PCO has its limitations in the in process of promoting GPBI. Although PCO has distinct posi-tive effect on technology-based green product breakthrough innovation, it does not have distinct positive effect on market-based green product breakthrough innovation, Compatibility&importance of green product breakthrough innovation plays partial me-diator role between PCO and technology-based green product breakthrough innovation.%为了探索先动式顾客导向对突破式产品创新的真实影响，本研究以绿色创业企业为研究对象，将突破式绿色产品创新划分为以技术为基础的突破式绿色产品创新和以市场为基础的突破式绿色产品创新，将突破式绿色产品创新兼容性与重要性作为中介变量构建了先动式顾客导向和两种类型突破式绿色产品创新之间关系的概念模型，并以国内193家企业为样本进行了实证研究。研究发现：先动式顾客导向在促进突破式产品创新的过程中存在着局限性，即先动式顾客导向对以技术为基础的突破式绿色产品创新有正向的显著影响，但对以市场为基础的突破式绿色产品创新的正向影响不显著，突破式绿色产品创新兼容性与重要性在先动式顾客导向和以技术为基础的突破式绿色产品创新之间发挥着部分中介作用。