In the period of economy transformation, the market and government are critical forces to drive firms innovation.It is critical for firms to respond to a market timely.In the meantime, government resources are also essential for firms to reduce risk and improve the innovation performance.However, extant literatures overwhelming focus on market orientation, and, conse-quently, inadequate attention to the government orientation in a developing country.Moreover, competitive intensity is an impor-tant contextual factor which influences the relationship between strategic orientation and innovation.However, there is a debate on how competitive intensity moderates the relationship between market orientation and innovation.Few studies focus on the ef-fectiveness of governments on innovation given the context of intense competition. Therefore, this study tries to explore the mechanisms of how market and government influence firms′innovation.Based on institutional theory, we introduce the definition of government orientation.Then we investigate the different roles market orienta-tion and government orientation has in promoting innovation in an emerging economy.Third, we examine the moderating role of competitive intensity.To test the aforementioned hypotheses, 155 manufacturing enterprises located in Central, Northern, East-ern, and Southern China were sampled.Hierarchical multivariate regression and semipartial correlation analyses were employed to analyze the data.Result show that government orientation are more effective in promoting radical innovation while market ori-entation are more effective in promoting incremental innovation.Besides, competitive intensity positively moderates the relation-ship between the market orientation and firms′innovation. Our studies explore the effects of strategic orientation on firms′innovation in china.First, our research suggests that the government orientation involves two important aspects.On the one hand, enterprises gather policy information and then spread such information, and ultimately adjust their own management behavior based on these policies accordingly.On the other hand, the government orientation also contains the extent to which firms strive to maintain formal political ties.Therefore, this study first of all enriched the theory of strategic orientation.Second, we compared the different effectiveness of the government orienta-tion and the market orientation on firms′innovations, which further improves the understanding of the relationship between the strategic orientation and firms′innovations.Third, by demonstrating the moderating effects of competitive intensity, this study echoes prior studies that call for examinations of the boundary conditions on which the strategic orientations affect firms′innova-tions.By incorporating a contingency view into the analysis of the roles of the strategic orientation, we develop a more contingen-cy view of how various levels of the strategic orientation affects innovation with respect to the degree of competitive intensity.%在经济转型时期,政府和市场是推动中国企业创新的重要外部力量. 基于制度理论,引入政府导向并对其进行界定;在同一框架内对比市场导向和政府导向对企业不同类型创新的影响,分析市场竞争强度对市场导向和政府导向与企业创新之间关系的调节作用. 通过对155家创新行为较多的制造业企业进行问卷调研获得研究样本,采用层次回归的方法对假设进行验证. 研究结果表明,政府导向比市场导向更有利于促进企业突变创新,市场导向比政府导向更有利于促进企业渐进创新,竞争强度会加强市场导向对突变创新和渐进创新的促进作用. 研究结果为企业促进突变创新和渐进创新更应该关注政府还是关注市场的问题提供了新的视角,也揭示了市场导向与企业创新之间的边界条件.
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