摘要
市场导向的经营理念在实务界逐步深入人心的同时,不少企业在实施这种文化价值观时却仍面临着重重阻力,特别是来自员工的抵触情绪,对此,有学者指出有必要提供有效支持的工作环境来改善员工情感。虽然部分学者针对反映员工情感认知的组织氛围与市场导向之间的关系进行了研究,但较少结合反映员工认知水平的组织氛围质量与反映员工认知差异的组织氛围强度两种角度同时探讨员工情感认知对市场导向的影响,因此,我们有必要进一步讨论和探索员工情感认知在创造市场导向型组织中如何发挥着作用。
基于上述背景,本研究整理了相关文献资料,以组织氛围质量为前因变量,以组织氛围强度为调节变量,同时还纳入变化战略和环境不确定性作为调节变量,试图综合考虑组织内部员工感知、组织战略管理和组织外部环境等变量在市场导向实施中的影响作用,最终形成了本文的理论研究模型。
鉴于模型中相关变量的特征,本研究针对企业普通员工、营销经理和总经理,分别收集组织氛围、变化战略和环境不确定性等的评价数据,在对数据进行整理分析之后发现:组织氛围包括标准、结构、人情、责任、认同和奖惩六个维度;组织氛围质量对市场导向有显著的正向影响;组织氛围强度对组织氛围质量与市场导向之间的影响关系有调节效应;而变化战略和环境不确定性对组织氛围质量与市场导向之间的关系均无明显调节作用。
依据本研究中的主要结果,本文提出了相对应的管理建议:企业应该关注内部员工的情感认知,运用管理手段提高组织氛围质量,并降低员工认知的差异性,为市场导向实施提供良好的内部平台;企业应审时度势,采取有效的战略学习方式来支持市场导向转变过程等等。
With the business philosophy of market orientation being truly accepted by entrepreneurs, However, many corporates still faced resistances especially the emotional conflict from employees while impletmenting market orientation, so some scholars pointed out that there was a need to provide a supportive and effective work environment to improve employees’emotional awareness. Although some scholars had done research about the relationship between organizational climate reflecting emplyees’emtional awareness and market orientation, there were few studys considering the effects of organizational climate quality reflecting employees’shared perception level and organizational climate strength reflecting employees’perception dispersion on market orientation at the same time. Therefore, it was necessary to further discuss and explore how employees’emtional feeling played a role during creating a market-oriented organization.
In the above background, based on reviewing relevant literatures, this study determines the organizational climate quality as the direct influencing factor and organizational climate strength as the moderating variable, meanwhile, incorporates both change strategy and environmental uncertainty as moderating variables, in order to take full account of the influences of these factors including employees’emotional feeling in internal organization, organizational strategic management and the environment outside the organization during implementing market orientation. Finally the theoretical model is constructed.
For the nature of the variables, this study collects datas of organizational climate, change strategy and environmental uncertainty from employees, marketing manager and general manager. After the datas are analysed we find that: Organizational climate is composed of standard, structure, warmth, responsibility, identity and reward these six dimensions; Organizational climate quality has a significant positive influence on market orientation; Organizational climate strength moderates the relationship between organizational climate quality and market orientation; Both change strategy and environmental uncertainty have no significant moderating influence.
According to the main conclusion of this study, we put forward the following managerial implications: Corporates should take care of the employees’emotional feeling, make use of managerial method to improve organizational climate quality, reduce the cognitive differences between staffs in order to provide a good internal platform for market orientation implementation; Corporates should pay attention to the outside situation, adopt effective learning strategies to support the market orientation transformation.
引文
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