Influences of interactive orientation on enterprise performance : mediating effect of break through innovation and regulating effect of market turbulence
คำสำคัญ:
Interactive orientation, Customer-based profit performance, Breakthrough innovation, Market turbulenceบทคัดย่อ
Interactive orientation, as a new-type strategic orientation, has become an importance choice for enterprises to acquire long-term competitive advantages. However, the existing studies have not disclosed that function mechanism of interactive orientation on enterprise performance yet. By integrating theories of interactive orientation, customer participation, value co-creation, and innovation, and selecting 224 sample data of Guangdong and Shandong provinces, this essay conducts empirical test on the model with multiple regression.
The results show that interactive orientation has significant positive correlation with customer-based profit performance, breakthrough innovation has partial mediating effects on interactive orientation and customer-based profit performance, and that market turbulence could regulate interactive orientation and breakthrough innovation.
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