【導讀】摘要大量研究檢驗和證實了戰(zhàn)略對績效的直接影響。本研究在中國轉軌經濟的現實背景下，聚焦于產品創(chuàng)新戰(zhàn)略執(zhí)行過程，提出并檢查了中國企業(yè)執(zhí)。略目標的實現，又對部分路徑效果產生了調節(jié)作用。衡量戰(zhàn)略的成功，一般看其是否達成了企業(yè)的戰(zhàn)略目標和最終的財務績效。歸于過去在戰(zhàn)略管理研究中占據主導的戰(zhàn)略形成視角。企業(yè)外部環(huán)境和內部資源作出分析，進行戰(zhàn)略選擇的過程。不但能挽救企業(yè)于危難之中，還可能使企業(yè)立于不敗之地。很多研究表明，在應對不確定的。原因之一是戰(zhàn)略執(zhí)行涉及動。這些研究都是將戰(zhàn)略執(zhí)行作為一種組織影響力或者活動，通過研究其前因或后果。來說明該變量與企業(yè)績效的關系。營銷文獻作出貢獻。前已述及，一些研究者認為戰(zhàn)略本身與戰(zhàn)略執(zhí)行構成了成功戰(zhàn)略的兩個方面。標不同，戰(zhàn)略行為更多地表現了企業(yè)為了達成具體的戰(zhàn)略目標所采取的資源配置方式。戰(zhàn)略執(zhí)行的過程和行為應該是企業(yè)整體戰(zhàn)略思想的反映。想能有力地增強一般戰(zhàn)略試圖實現的績效。

　　

【正文】 ncing The Concept of ‘Nonmarket’,”. Business and (3)297327. [23] Baron,David P.(1997), “Integrated Strategy, Trade Policy, and Global Competition,” California Management . [24] Day,., and (1988), “Assessing Advantage: A Framework for Diagnosing Competitive Superiority,”Journal of (April).120. [25] Slater,S. and . Narver(1994), “Does Competitive Environment Moderate The Market OrientationPerformance Relationship?” Journal of Marketing. 58(1).4655. [26] Narver,. and Slater,.(1990), “The Effect of A Market Orientation on Business Profitability,” Journal of (October).2035. [27] Han, Jin K., Namwoon Kim. and Srivastava,.(1998), “Market Orientation and Organizational Performance: Is Innovation A Missing Link?” Journal of Marketing,62 (October),3045. [28] Peng, Mike W. and Peggy Sue Heath(1996), “The Growth of The Frm in Planned Economics in Ttransition: Institutions, Organizations and Strategic Choice,” Academy of Management (2)492328. [29] Deshpande, R., Farley,., and Webster, .(1993), “Corporate Culture, Customer Orientation, and 16 Innovativeness in Japanese Firms: A Qquadrad Analysis,” Journal of Marketing. 57(1),2327 [30] Child John(1994), Management in China in The Age of Reform. Cambridge University Press: Cambridge, UK. [31] Cooper,Robert G.(1984), “New Product Strategies: What Distinguishes The Top Performers? ”Journal of Product Innovation (2).151164. [32] Holak, Susan L. and Donald (1990), “Purchase Intentions and The Dimensions of Innovation: An Exploratory Model, ”Journal of Product Innovation Management,7(1)5973. [33] AtuaheneGima,Kwaku(1996), “Market Orientation and Innovation,” Journal of Business . [34] Griffin,Abbie and John (1993), “ The Voice of The Customer,” Marketing Science. 12(Winter).127. [35] Hill,Charles W. and Scott (1989), “Effects of Ownership, Structure and Control on Corporate Productivity,” Academy of Aanagement (March).2546. [36] Li,T. and . Calantone(1998), “The Impact of Market Knowledge Competence on New Product Advantage: Conceptualization and Empirical Examination,” Journal of Marketing. 62(4):1429. [37] Cooper,Robert G.(1979), “The Dimensions of Industrial New Product Success and Failure,” Journal of (2)93103. [38] Cooper,Robert G. and Elko J. Kleinschmidt(1987), “ New Products: What Separates Winners from Losers?” Journal of Product Innovation . [39] Calantone,Roger J., and di Benedetto, A.(1988), “ An Integrative Model of New Product Development Process: An Empirical Validation,” Journal of Product Innovation . [40] Meuter, Matthew L., Army L Ostrom, Robert I Roundtree, and Mary Jo Bitner(20xx), “Selfservice Technologies: Understanding Customer Satisfaction with Technologybased Service Encounters,” Journal of (3).5064. [41] Song, . and Mark (1997), “A Crossnational Comparative Study of New Product Development Processes: Japan and The United States,” Journal of (2)118. [42] Goff,Brent G., James S Boles, Danny N Bellenger, Carrie Stojack(1997), “The Influence of Salesperson Selling Behaviors on Customer Satisfaction with Products.,” Journal of (2)171184. [43] Humphreys,Michael A. and Williams, Michael R. (1996), “Exploring The Relative of Salesperson Interpersonal Process Attributes and Technical Product Attributes on Customer Satisfaction,” Journal of Personal Selling amp。 Sales (3).4757. [44] Peters,Thomas J.(1984), “Strategy Follows Structure: Developing Distinctive Skills,” California Management (Spring).111125. [45] Zeithaml, .(20xx), “Service Quality, Profitability, and The Economic Worth of Customers: What We Know and What We Need to Learn,” Journal of the Academy of Marketing (1)6785. [46] Heskett,., , , , (1994), “Putting The Service Profit Chain to Work,” Harvard Business (2).164175. [47] Fornell, Claes(1995), “The Quality of Economic Output: Empirical Generalizations about Its Distribution and Relationship to Market Share,” Marketing Science. 14(3)203212. [48] Garvin,David A(1988), Managing York, Free Press. [49] Szymanski,David M., Sundar G. Bharadwaj., and P. Rajan Varadarajan(1993), “ An Analysis of The Market ShareProfitability Relationship,” Journal of Marketing. 57(3)117. [50] Montgomery, Cynthia A.(1985), “ProductMarket Diversification and Market Power,” Academy of Management (December).789798. 17 [51] Han, Jin K., Namwoon Kim, and HongBumm Kim(20xx), “Entry Barriers: A Dull, One, or Twoedged Sword for Incumbents? Unraveling The Paradox from A Contingency Perspective,” Jouranl of (1)114. [52] Huff,Lenard William T Robbinson(1994), “The Impact of Leadtime and Years of Competitive Rivalry on Pioneer Market Share Advantages.” Management Science. . [53] Banbury,Catherine M., and Will Mitchell(1995), “The Effect of Introducing Important Incremental Innovations on Market Share and Business Survival,” Strategic Management . [54] Rogers, Everett M(1983), Diffusion of Innovations. New York: the Free Press. [55] Gatignon, Hubert and Dominique M. Hanssens(1987), “Modeling Marketing Interactions with Application to Salesforce Effectiveness, ” Journal of Marketing (August).247257. [56] Tellis, Gerard J.(1988), “The Price Elasticity of Selective Demand: A MetaAnalysis of Econometric Models of Sales,” Journal of Marketing (November).331341. [57] Domowitz, Ian, Glenn R. Hubbard, and Bruce C. Petersen(1986), “Business Cycles and The Relationship Between Concentration and PriceCost Margins,” The Rand Journal of (1).117. [58] Buzzell,Robert D. and Bradley (1987), The PIMS Principles:Llinking Strategy to Performance. New York, Free Press. [59] Jacobson,Robert(1988), “Distinguishing Among Competing Theories of The Market Share Effect,” Journal of Marketing,52(October),6880. [60] Xin K. and K. Pearce(1996), “Guanxi: Connections As Substitutes for Formal Institutional Support,”Academy of Management (6).16411658. [61] Peng, Mike W. and Luo Y.(20xx),