Research On The Relationship Among Market Orientation,Alliances Types And Ambidextrous Innovation

Under the background of network economy with weakening of technological isolation advantages,intensifying product iterations and rapidly changing in demand,the demand-oriented market track can often more effectively explore the "opportunity window" of product innovation.However,for most companies,there are still significant practical challenge to adhere to and implement market orientation,effectively mine and meet customer needs.Because the great changes of knowledge resources in the way of its production,communication and sharing have caused the adjustment of the rhythm and frequency of each member of the value network of the enterprise to be greatly accelerated in mobile Internet.The knowledge resources required for enterprise innovation are further dispersed to a larger extent.Therefore,enterprises need to effectively build an innovative alliances network,find market opportunities more broadly with the help of cooperation partners,and carry out deeper market exploration activities to more effectively identify,understand and meet market demand.However,the current research in the market orientation is too general on the one hand,and it is only one of the dimensions of strategic orientation.It does not distinguish the different dimensions of the market orientation itself,so it is difficult to clarify the intrinsic influence of the market-oriented category dimension on innovation.On the other hand,it is relatively static.A lot of research focuses on internal perspectives such as organizational learning and integration capabilities.It is believed that adjusting the resources within the organization can more effectively improve the ability of enterprises to adapt to the external environment.Therefore,the influence of the external network structure of the enterprise and the connection with the external system on the market-oriented innovation path is neglected.It is difficult to clarify under what kind of cooperation conditions the market-oriented innovation effect is better,and under what kind of cooperation conditions,the market-oriented innovation is worse.Therefore,the existing market-oriented research is extremely deficient in the study of the impact of partner selection on the path of market-oriented innovation,not to mention the impact of different partner selection scenarios on different attributes of market-oriented innovation.Therefore,based on the knowledge-based view theory,this paper studies the relationship between market orientation,ally types and ambidextrous innovation,and distinguish incremental and radical innovation based on the two-dimensional market orientation.In the context of two-dimensional market orientation and ambidextrous innovation,this paper explores the internal mechanism of market orientation influencing innovation from the theoretical perspective of knowledge-based view,and According to the contribution of different enterprises' knowledge heterogeneity in the value chain,vertical cooperation and horizontal alliances are distinguished.Empirical analysis is made by taking the two different types of partner selection characteristics as the boundary conditions for innovation,and in-depth analysis is made on how to maximize market-oriented innovation effect in two different alliances directions:horizontal alliances dominated by peer enterprises and vertical alliances dominated by upstream and downstream enterprises.Therefore,this paper constructs a theoretical research framework of market orientation,alliances direction and ambidextrous innovation.This study combines the predecessors to develop mature scales,design the questionnaires of this paper,and through the Anhui University MBA,project participation enterprises and other channels to issue questionnaires to collect the required data,and ultimately 230 effective questionnaires.The conclusions of this paper are as follows:Reactive market orientation has a positive impact on incremental innovation;proactive market orientation has a positive impact on radical innovation;horizontal alliances have positive moderation on the relationship between reactive market orientation and incremental innovation;vertical alliances actively moderate the relationship between proactive market orientation and radical innovation.Finally,the following theoretical contributions are mainly included:Firstly,through the categorization research on market orientation and innovation,and it explains the intrinsic influence mechanism from the theoretical perspective of knowledge-based view,which provides a new theoretical perspective for the current market-oriented research.Secondly,this paper systematically verifies the moderating effect of alliance types on the relationship between market orientation and ambidextrous innovation,which not only expands the research situation of market orientation,but also provides ideas for the joint research of the three relationships.Thirdly,based on the knowledge-based view,this paper explains the knowledge differences brought by different partners,and points out that different heterogeneity of knowledge will produce different on innovation effect,which enriches research on market-oriented boundary conditions.Fourthly,the different regulatory effects of vertical and horizontal alliances promote the dynamic matching perspective to explore the impact mechanism of the choice of enterprise partners on the market-oriented innovation path.This paper has the following enlightenments for enterprises to implement market orientation.Firstly,enterprises must increase the investment of marketing resources and distinguish the different impacts of different demand satisfaction modes on innovation;secondly,horizontal alliances is more conducive to product improvement and promotion based on explicit demand,while vertical alliances is more conducive to the development of new products aimed at tapping potential demand;lastly,enterprises should not only choose appropriate innovation strategies according to their own development needs,but also choose different market-oriented strategies according to different innovation ideas.Moreover,in the practice of market-oriented implementation,in order to adapt to the highly dynamic market environment,different innovative paths should be adopted and alliances modes and directions with other enterprises should be adjusted in time.