這項研究的目的為研究回應性與預應性市場導向對應用型與探索型創新的影響。建立於台灣69間公司的200經理的樣本，結果支持以下觀點：回應性與預應性市場導向不僅可以有助一種創新，也可以改善另一種創新。此外，結果還發現：技術導向增強了回應性與預應性市場導向對應用型與探索型創新的正向關係。總而言之，這項研究表明：在發展應用型與探索型創新時，不應該低估回應性與預應性創新。公司還可以同時採用技術導向，以增強回應性與預應性市場導向對應用型與探索型創新的影響。

This study aims to examine the effects of responsive and proactive market orientation on exploitative and exploratory innovation. Based on a sample of 200 managers from 69 firms in Taiwan, the results support the proposition that responsive and proactive market orientation not only lead to one kind of innovation but also improve another kind of innovation. In addition, the results also find that technology orientation strengthens the positive effects of responsive and proactive market orientation on exploitative and exploratory innovation. Overall, this study suggests that responsive and proactive market orientation should not be underestimated in the development of exploitative and exploratory innovation. Firms could also adopt technology orientation at the same time to enhance the effects of responsive and proactive market orientation on exploitative and exploratory innovation.

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