Market Orientation,Dynamic Capability and Enterprise Strategic Performance:Comparative Study of Two Cases
In order to maintain good business performance in the increasingly competitive digital era,enterprises need to use market orientation to meet the potential or existing needs of customers.Existing researches have found that dynamic capability can play a role in strategic change when meeting market demand,prompting enterprises to adjust strategies in time,develop new core competitiveness,and thus improve performance.This paper uses two cases to analyze how different market orientations affect enterprise strategic performance through dynamic capabilities.The results show that:(1)market orientation affects enterprise strategic performance by adjusting three dimensions of dynamic capability;(2)different market orientation has different effects on the enterprise strategic performance and the enterprise strategic performance is better under the proactive market orientation;(3)under different market orientation,enterprises adopt different dimensions of dynamic capability.Under proactive market orientation,enterprises pay more attention to continuous iterative innovation ability to meet the potential needs of customers,while under reactive market orientation,enterprises pay more attention to continuous improvement of sales ability to meet the existing needs of customers.
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