The Influence Of Technology Orientation And Market Orientation On Innovation Performance

Under the backdrop of knowledge globalization and ever-increasing economic competition, innovation is the key factor for a company to increase its competitiveness in order to promote the vitality and development of high-tech companies.From the perspectives of the company’s strategies and outside environment, this thesis discusses the factors of corporate innovative performance. The perspective of corporate strategies covers two factors: market orientation and technology orientation. As different dimensions have different influences on companies, this thesis is focused the customer orientation and technology orientation. From the perspective of outside environment, corporate network is introduced. According to the previous researches of home and abroad, most of the researches are conducted under the data collected from questionnaires instead of through studying the influence of customer orientation and technology orientation on innovative performance by encoding the data. In addition, the studies of the coordinating effect of network and the researches targeting China’s high-tech industry are rare. Therefore, this research targets the innovation of high-tech companies, exploring the influence of customer orientation and market orientation and the coordinating effect of network.The research targets of this thesis are 104 high-tech companies in Shanghai. According to the relevant theories, this paper codes the information and analyzes the data with SPSS. First, analyze and verify the single dimension structure model of every variable. Second, analyze and verify the coordinating effect of network on the relationship between customer and market orientation and innovation. Analyzing methods include date coding, descriptive analysis, multi-dimensional regression analysis and structure model.Main discoveries of this research:(1) Customer orientation has an obvious positive impact on corporate innovative performance(2) The focus on technology in technology-oriented companies is in positive correlation with the income from high-tech products.(3) The level of research and development of technology-oriented companies is in positive correlation with the number of patents.(4) The depth of network plays a positive coordinating role between customer orientation and the number of patents.(5) The depth of network plays a positive coordinating role between the focus on technology and the income from high-tech products.(6) The depth of network plays a positive coordinating role between the level of research and development and the number of patents.(7) The depth of network plays a negative coordinating role between the level of research and development and the income from high-tech products.