Empirical Study On The Impact Of Market Orientation And Entrepreneurial Orientation Upon Technological Innovation

In the market environment becoming increasingly complex and competitive, how to promote the competitiveness and business performance of Chinese enterprises are great challenges that Chinese enterprise managers and academician face. Scholars from home and abroad found that a good strategic orientation (market orientation and entrepreneurial orientation, etc.) and organizational innovation can help companies access to excellent business performance. This study reviews a large number of domestic and foreign literatures on market orientation, entrepreneurial orientation, innovativeness and technological innovation, proposes hypotheses and models, designs the questionnaire on the basis of the existing mature scales, collects first-hand data, and analyses Data by using SPSS and LISREL to explore the impact mechanisms of market orientation and entrepreneurial orientation on technological innovation and regulation effect of environmental factors on the tendency of strategic orientation and innovation.The study on a questionnaire survey of 249 companies finds that, market orientation and entrepreneurial orientation have a significant positive impact on innovativeness and technological innovation; however innovativeness does not mediate the relationship between the strategic orientation and technological innovation, suggesting that market orientation and entrepreneurial orientation and are more directly impact on technological innovation. The results also show that, compared with entrepreneurial orientation, market orientation plays a more important role on promoting technological innovation which is a good way to excellent business performance. In addition, we also tested three environment variables, the technological changes, market changes and competition, as moderators on the paths from market orientation, entrepreneurial orientation and innovativeness to technological innovation, the results show that technological changes and market changes play regulatory roles on some paths.