中小型医药企业战略导向与产品创新绩效:一个多案例研究

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Abstract Are there any differences in the effects of market orientation and entrepreneurial orientation on product innovation performance? Under what contexts,market orientation and entrepreneurial orientation can affect more effectively on product innovation performance? Based on the above research issues,four typical pharmaceutical enterprises are selected to carry out a cross case study.The results show that the role of market orientation and entrepreneurial orientation on enterprise product innovation performance is different.In particular,Enterprises should focus more on the entrepreneurial orientation.In addition,the article also identifies two contextual variables that affect the relationship between strategic orientation and product innovation performance,they are enterprise ownership and enterprise marketing ability.

Key words： Strategic orientation Product innovation performance Enterprise ownership Marketing capability

Received: 16 August 2018

PACS:

F272

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	Zhang Yan
	Wei Jiang
	Zhu Zijun

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Zhang Yan,Wei Jiang,Zhu Zijun. Strategic Orientation and Product Innovation Performance of Small and Medium Pharmaceutical Enterprises:A Multiple Case Study[J]. , 2019, 0(7): 138-144.

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http://www.zgkjlt.org.cn/EN/ OR http://www.zgkjlt.org.cn/EN/Y2019/V0/I7/138

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