An Empirical Study On The Impacts Of Strategic Orientation Upon New Product Performance For Chinese Manufacturing Firms

In the background of economic globalization and intriguing internal and externalenvironment, it is the key point to improve performance that the companies reply oneffective strategic management and reasonable strategic orientation. While simply relyingon external single strategic will be unable to gain a sustainable competitive advantage, wemust emphasize the important role of internal resources and capabilities. Many domesticand international researches and practices have shown that manager should strive to builda learning organization, which will better implement a company’s internal resourceintegration and external market-oriented strategy, enhance innovation capability and newproduct performance. This paper focuses on how different strategic orientation affect newproduct performance,while trying to identify the driven role of the antecedents oforganizational learning, and then build and test the model framework with empiricalmethods.In this paper we present the research status review for related theories about theirdefinition, measure dimensions, and mutual relations, such as resource-based theory,market orientation, innovation orientation, new products performance. Then based onsurvey data of242Chinese manufacturing firms, this research comes to several mainfindings:(1) organizational learning can be seen as the antecedent variable of resourceorientation and market orientation;(2) resource orientation has direct and positive impacton innovation orientation and new product performance, while the impacts of marketorientation on innovation orientation and new product performance are not significant;(3)technological changes and market turbulence have positive moderating effect on resourceorientation-innovation orientation link and resource orientation-new product performancelink, while there is no apparent moderating effect of the intensity of competition. Finally,we give the explanations about some studies that have not been proven, summarize thefindings and present the management Implications.We believe that first enterprises should build a learning organization, give moreattention to the integration and coordination of internal resources, grasp and understandthe external market turbulence and technological changes, and try to enhance innovation and new product performance. The results have important significance for Chinesemanufacturing enterprises to adjust strategic organization and improve businessperformance...