An Empirical Research Of Relationship Among The Customer Orientation, Organization Learning And Innovation Performance

With the rapid economic development, China's enterprises have also been rapidgrowth, the enterprises' outside environment has undergone fundamental change,complexity and uncertainty also increase. With the expansion of business scale, thecompany also began experiencing some difficulties and challenges, enterprises needto constantly innovate to increase their core competency and further obtaincompetitive advantage. Barney believes that the corporate culture as an importanthidden resource that can lead to lasting competitive advantage.Although corporateculture is not directly generating economic benefits,it can penetrate subtly,affect theproduction,sales and marketing through the staff,thus influence the organization'seffectiveness. Enterprise building the corporate culture that contains a rich culturalheritage,a strong cohesion and vitality,better sense of teamwork and innovation and astrong anti-risk capability and competitiveness that is a source of sustainabledevelopment and corporate power. In order to succeed in the stage of the knowledgeeconomy, companies need to change business model, it is bound to lead to innovationin a business organization and forms a kind of innovation culture as the core ofinnovation.The innovative culture study is more and more attention, many companies putinto the development and management of the culture of innovation. However whetherand how the innovation culture affects the organization performance? Domestic andforeign scholars and experts rarely published data based on domestic results,itindicates that our corporate advocating a philosophy about culture of innovation has acertain blindness.Although many experts think that innovation culture directly affectsorganizational performance,the research of relationship between innovative cultureand organizational performance exists very little, empirical research results is muchless, it is the issue this paper wants to understand and explore,so electing the subjecthas some degree of innovation.This research from the perspective of empirical analyst,with research scope based on IT enterprises in Shanghai, Shenzhen and Wuhan,adopted questionnaire way,collected data and at last recovered really138effectivesamples. Based on the collection and analysis for the predecessors theory of theinnovative culture and organizational performance,after some modification this paper summarize measure scale of the customer orientation,organizational learning,innovation and organizational performance,then puts forward the research model andtheoretical assumptions. On the basis of the use of the large-scale research andinterviews,by utilizing SPSS and AMOS as tools to establish structural equationmodel (SEM)and improve previous study models,this paper is trying to establish amutual integration theoretical model about innovation culture including threedimensions(customer orientation,organizational learningand organizational innovation)and organizational performance and uses large amounts of data for statisticalanalysis, to explain the relationship between the four variables. Paper not onlyempirically analysed the internal mechanism of the independent variables,but alsoelaborately analysed the connection and the mechanism of interaction between theindependent and dependent variables. After the model is validated, the paper obtainedimportant results. Thesis found that customer orientation through organizationallearning and organization innovation had a positive correlation impact, organizationallearning didn't directly affect organizational performance, must generate positiverelated influence on organizational performance through the organization study andthe organization innovation and organizational innovation improved organizationalperformance. These had great significance for business management theory andpractice in China and finally this thesis summarized the research's important resultsand pointed out the research direction in the future.