Which slack resources matter? The fit between market orientation and slack resources to innovation

哪種寬裕資源才是必要？市場導向與寬裕a資源的配適對創新績效的影響

本研究目的為針對市場導向與創新績效的關係中，確立已吸收和未吸收寬裕資源所扮演的調節角色。本研究採用問卷調查方式，以188個臺灣高科技的新產品研發團隊為樣本。本研究使用階層迴歸分析驗證各個研究假設。研究結果顯示：(1)預應性與回應性市場導向皆會對產品創新績效產生正向顯著影響；(2)回應性市場導向會對流程創新績效產生正向顯著影響；(3)在預應性市場導向與產品創新績效關係上，已吸收和未吸收寬裕資源會有著正向的調節效果；(4)在預應性市場導向與流程創新績效關係上，未吸收寬裕資源有著正向的調節效果；(5)在回應性市場導向與產品創新績效關係上，未吸收寬裕資源卻有著負向的調節效果。據此，我們也討論了研究發現所衍生的具體管理意涵與未來研究方向。

This research aims to advance our understanding of the relationship market orientation (MO) and innovation performance by identifying unabsorbed and absorbed slack as moderators. Based on a survey of 188 product development projects of Taiwanese hi-tech firms, we find that proactive and responsive MO are positively related to product innovation performance, while only responsive MO is positively related to process innovation performance. In addition, we validate that the relationship between proactive MO and product innovation performance is positively moderated by both unabsorbed and absorbed slack. In particular, unabsorbed slack positively moderates the relationship between proactive MO and process innovation performance, but negatively moderates the relationship between responsive MO and product innovation performance. Overall, our findings suggest that project teams engaging in process or product innovations are likely to yield superior performance when they are matched with right market orientation. If hi-tech firms aim to achieve superior innovation performance, they should endeavor to direct their project teams towards right market orientation while simultaneously providing the teams with adequate slack resources.