Institute of Management, Cracow University of Economics, Kraków, Poland.
PLoS One. 2022 Jun 29;17(6):e0270737. doi: 10.1371/journal.pone.0270737. eCollection 2022.
Contemporary conditions of the functioning of enterprises mean that they are increasingly looking for opportunities to improve organizational performance in strategic management. Scientists are looking for optimal solutions, an appropriate combination of assets and resources, so the debate in the field of strategic orientations is still valid and gaining in importance. Several studies have explored the construct of market orientation, but few include technological orientation with the moderating effects of company assets. In the era of the highly competitive technology market, the area of technological business service providers are particularly interesting, but still undiscovered. This paper examines the effects of market orientation and technological orientation on organizational performance with the inclusion of organizational culture and human resources as moderators. Using questionnaire responses from technological business service providers (n = 689), a regression analysis was conducted to confirm the hypotheses. The results established evidence of positive relationships between market orientation-organizational performance and technological orientation-organizational performance, although in technological firms, the market orientation had a stronger correlation with organizational performance than the technological orientation. Moreover, the organizational culture and human resources play a moderating role in the relationships of market orientation-organizational performance and technological orientation-organizational performance, while weak human resources management weakens relationships market orientation-organizational performance and technological orientation-organizational performance and strong organizational culture reduce the effect of market orientation on organizational performance, significantly reducing the effect of technological orientation on firm performance.
当代企业运作的条件意味着它们越来越多地寻求机会，以改善战略管理中的组织绩效。科学家们正在寻找最佳解决方案，适当的资产和资源组合，因此，战略方向领域的争论仍然有效，并具有越来越重要的意义。一些研究探讨了市场导向的结构，但很少有研究将技术导向与公司资产的调节作用结合起来。在竞争激烈的技术市场时代，技术商业服务提供商领域尤其有趣，但仍未被发现。本文通过包含组织文化和人力资源作为调节变量，研究了市场导向和技术导向对组织绩效的影响。利用技术商业服务提供商（n = 689）的问卷调查回答，进行回归分析以验证假设。结果表明，市场导向与组织绩效之间存在正相关关系，技术导向与组织绩效之间也存在正相关关系，但在技术型企业中，市场导向与组织绩效的相关性强于技术导向。此外，组织文化和人力资源在市场导向与组织绩效之间的关系和技术导向与组织绩效之间的关系中起着调节作用，而薄弱的人力资源管理则会削弱市场导向与组织绩效之间的关系和技术导向与组织绩效之间的关系，并降低组织文化对市场导向对组织绩效的影响，从而显著降低技术导向对企业绩效的影响。
