Developing strategic orientation in China: Antecedents and consequences of market and innovation orientations

摘要

To explore as to whether market and innovation orientations are important in a transitional economy like China. Market orientation (MO) is defined as the organization-wide generation of market intelligence pertaining to current and future customer needs, dissemination of the intelligence across departments, and organization-wide responsiveness to it. Innovation orientation (IO) refers to an organization's openness to new ideas and propensity to change through adopting new technologies, resources, skills and administrative systems. Innovation orientation is the key driver for overcoming hurdles and enhancing a firm's ability to successfully adopt or implement new systems, processes or products. Strategic orientation of the firm is analyzed here through the two aspects of MO and IO. Leadership charisma (LC) refers to a certain quality of an individual by virtue of which he is considered extraordinary and treated as endowed with supernatural, superhuman, or at least specifically exceptional powers or qualities. Consequences of strategic orientation are modeled as employee job satisfaction, employee commitment and confidence in the firm's future performance. In this paper, China's transitional status is taken advantage of to study the antecedents and consequences of MO and IO.