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Keywords

customer orientation, customer concentration, diversification of the technical knowledge base, enterprise innovation performance

Abstract

How customer orientation affects enterprise innovation is a hot topic of common concern in the field of strategy and marketing, but the relevant research conclusions are not consistent. The reason is that the existing literature ignores the role of internal ability on customer knowledge integration, and does not analyze customer characteristics. Based on this study, this paper discusses the influence of customer orientation on enterprise innovation performance, as well as the regulatory role of technical knowledge base diversification and customer concentration. Using the data of Shanghai-Shenzhen A-share manufacturing listed companies in 2018—2021, the results show that the customer orientation generally improves the enterprise innovation performance; the diversification of technical knowledge base is conducive to the integration of customer knowledge, and enhances the relationship between customer orientation and innovation performance; and the customer concentration weakens the relationship between customer orientation and enterprise innovation performance. The research conclusion deepens the theoretical understanding of the relationship between customer orientation and enterprise innovation, and has reference for enterprises to improve innovation performance by integrating internal and external knowledge in the context of customer era.

DOI

10.16315/j.stm.2023.02.007

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