ABSTRACT

The main purpose of this study is to investigate whether market orientation interacts with innovativeness to generate a dynamic capability that procures sustainable competitive advantage drawing on the resource-based theory and the dynamic-capabilities perspective. The structural equation modeling was established to explain the complex relationship between market orientation, innovativeness, and competitive advantage. To test the hypothesis, this study used partial least square with data from a survey of 105 women entrepreneurs. The results show that market orientation influences competitive advantage only when it is bundled together with innovativeness as an internal complementary resource.

摘要

本研究的主要目的是根据资源基础理论和动态能力的观点，调查市场导向是否与创新相互作用以产生动态能力，从而获得可持续的竞争优势。建立结构方程模型来解释市场导向、创新和竞争优势之间的复杂关系。为检验该假设，本研究使用偏最小二乘法和对 105 名女企业家的调查数据。结果表明，只有当市场导向与创新作为内部互补资源捆绑在一起时，它才会影响竞争优势。