| 环境变动对非营利组织市场导向战略的影响研究 |
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| 引用本文： | 郑文山,胡杨成.环境变动对非营利组织市场导向战略的影响研究[J].软科学,2010,24(5). |
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| 作者姓名： | 郑文山 胡杨成 |
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| 作者单位： | 1. 浙江工业大学,浙西分校,浙江,衢州,324000
2. 南昌工程学院,工商管理学院,南昌,330099 |
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| 基金项目： | 教育部人文社会科学研究项目，国家自然科学基金，江西省社会科学规划学科共建项目 |
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| 摘 要： | 将市场导向的研究视野拓展至我国不同类型的非营利组织,引入环境变动作为前因变量,重构了非营利组织市场导向与绩效关联的概念模型,并提出相应的研究假设。利用结构方程建模和层级回归等统计方法,对非营利组织问卷调查取得的数据进行实证分析,结果表明:环境变动显著正向影响非营利组织市场导向;非营利组织市场导向显著正向影响组织绩效;环境变动对非营利组织市场导向与绩效间的关系不具有调节效应,并且也不是组织绩效的预测变量。
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| 关 键 词： | 环境变动 非营利组织 市场导向 组织绩效 |
The Impact of Environmental Turbulence on Market Orientation Strategy of Nonprofit Organizations |
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| ZHENG Wen-shan,HU Yang-cheng.The Impact of Environmental Turbulence on Market Orientation Strategy of Nonprofit Organizations[J].Soft Science,2010,24(5). |
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| Authors: | ZHENG Wen-shan HU Yang-cheng |
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| Abstract: | This study broadens the research scope of market orientation to different types of nonprofit organizations(NPOs) in China and reconstructs a conceptual model which includes three variables: environmental turbulence,nonprofit market orientation,and organizational performance.By analyzing the survey in NPOs with hierarchical regression and structural equation model,the results reveal that: environmental turbulence has direct and significant influence on NPOs' market orientation;NPOs' market orientation has direct and significant influence on the performance of NPOs' performance;environmental turbulence is not an predictive variable of organizational performance and has no moderating effect on the relationship between NPOs' market orientation and performance. |
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| Keywords: | environmental turbulence nonprofit organizations market orientation organizational performance |
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