Research On The Relationship Among Dual Market Orientation,Entrepreneurial Action Learning And Growth Of New-Established Enterprise

Business practice and the extant literature widely acknowledge that market orientation(MO)is a key driver of firm performance,yet some studies question its benefits.Drucker(1954)observation that what the customer wants “at any given time must be accepted by management as an objective” makes clear that delivering superior customer value is the core element of the marketing concept.This concept is implemented in the theory of market orientation(Kohli & Jaworski,1990),which postulates that firms gain sustainable competitive advantage by understanding and satisfying customer needs more effectively and efficiently than their competitors do(Day,1994;Kohli & Jaworski,1990;Narver & Slater,1990).However,some scholars question the benefit of an unconditional market focus.For example,Hamel and Prahalad(1994)argue that managers of market-oriented firms see the world only through the eyes of their current customers,an approach that they call the “tyranny of the served market.”In this research context,how reactive market orientation and forward-looking market orientation affect the growth of new enterprises is the main thread of our research.Based on this,this paper mainly studies the following contents:First,analyze the relationship between dual market orientation and the growth of start-ups.The relationship between dual market orientation and the growth of new enterprises is the center line of the research,which is aimed at promoting the growth of new enterprises.Therefore,how to use dual market orientation to promote the growth of new enterprises has research significance.Second,explore the relationship between dual market orientation and entrepreneurial action learning and the relationship between entrepreneurial action learning and the growth of start-ups.Entrepreneurial action learning is a process in which individuals find entrepreneurial opportunities and rebuild themselves in the process of creating new enterprises.It is a socialized learning process.Entrepreneurial action learning is closely related to the whole entrepreneurial practice,so the study of entrepreneurial action learning is included in the framework.Thirdly,the role of entrepreneurial action learning in dual market orientation and the growth of start-ups is analyzed.Entrepreneurial action learning is an important path between dual market orientation and the growth of new enterprises.It is necessary to study the intermediary role of entrepreneurial action learning.Fourth,the moderating effect of information technology capability.Information technology capability is an important ability for the survival and development of new enterprises.Information technology capability plays a crucial role in dual market orientation,entrepreneurial action learning and the growth of new enterprises.This study will analyze the moderating effect of information technology capability on the relationship between dual market orientation,entrepreneurial action learning and the growth of start-ups.In "new normal" economy situation,new ventures is a solid strength,social and economic development,however new enterprise survival difficult,difficult development,to accelerate the development of new ventures,this article embarks from the market orientation,the entrepreneurial action learning path,based on information technology ability situation,study the dual market orientation for startup the influence mechanism of growth.Based on this,based on the "new normal" economic background,this paper makes an in-depth analysis of the relationship between dual market orientation,entrepreneurial action learning and the growth of new enterprises,and reveals the intermediary role of entrepreneurial action learning and the moderating effect of information technology capability.The research contributions of this paper are as follows:First of all,this paper innovatively integrates dual market orientation,entrepreneurial action learning and enterprise growth in a framework to explore the intermediary utility of entrepreneurial action learning,which is of certain significance for enriching organizational learning theory.Existing for the dual market orientation and firm growth research mainly focused on the market orientation and performance,especially its impact on financial performance(Zhang,2016),and the relationship between them also presents the result of the diversification,the positive influence of both market orientation on business performance(such as Narver and Slarer,2004),and there was a negative phase relationship of market orientation and business performance(such as Inemek and Matthyssens,2013),and study confirmed that the curve of relationship between market orientation and organizational performance(such as Faems,2010).More importantly,the relationship between proactive market orientation and reactive market orientation and organizational performance explored in many studies also presents diverse results,that is,the relationship between the two market orientations and performance is not consistent(e.g.Ozdemir et al.,2017).It can be seen that the relationship between dual market orientation and performance is not convergent,and the third-party variables that affect the relationship between them still need to be explored to further explore the mechanism.This paper introduces the variable of entrepreneurial action learning and analyzes its mechanism of action between dual market orientation and enterprise growth.It can not only deepen the relationship between dual market orientation and enterprise growth,but also explain the orientation of the relationship between them.In terms of theory,it can also deepen relevant theories of organizational learning.Secondly,the paper respectively explores the moderating effect of information technology capability on dual market orientation and entrepreneurial action learning,as well as entrepreneurial action learning and enterprise growth,and analyzes the boundary conditions between the above relationships,which further improves the theory of organizational capability.Information technology capability,as a kind of dynamic capability(Zhou et al.,2014),also keeps changing according to the change of external environment.The dual market orientation focuses on the monitoring and tracking of existing and potential needs,and information technology capabilities will influence its role in the implementation of this strategy.However,existing studies mainly focus on external relations(e.g.Zhou et al.,2014;Pressey(2004),diversity,and learning orientation(e.g.Swanson et al.,2016)have not explored in depth the role of information technology ability to adjust architecture in response to environmental changes.Therefore,this study focuses on this point and deeply analyzes the contingency effect of information technology capability on the relationship between dual market orientation,entrepreneurial action learning and enterprise growth,which can further improve the theory of organizational competence and contribute to the construction and improvement of organizational competence.Finally,this study innovatively explores the mediating effect and mediating effect of information technology competence.It can be seen from the existing literature that information technology capability,as an important organizational capability,not only emphasizes the informatization construction within the organization,but also emphasizes the matching between the informatization within the organization and the organizational strategy(Zhang et al.,2015).At different stages,information technology capabilities play different roles.Therefore,the analysis ability of information technology in the dual market orientation,entrepreneurial action learning adjustment between firm growth and different stage,will be able to highlight the dual market orientation and entrepreneurship action learning at different stages of the unique role,it can not only further interpret the relationship between the deep mechanism,can more deeply expatiate the dual market orientation and entrepreneurship action learning when and in what way influence firm growth directly or indirectly.These for new ventures has the vital significance,especially on the early growth stage of the start-up,because startups informatization building not only affects the execution of the strategic orientation,more will affect its according to the market situation of entrepreneurial action learning behavior,will ultimately affect the growth and long-term development of the enterprise.Of course,at a deeper level,this study also further improved the theories related to organizational learning,strategic orientation and the growth of new enterprises,and achieved the theoretical cross-fertilization,which laid the foundation for the later exploration and expansion of the diversification theory.