「市場導向」(Market Orientation)是行銷領域重要的理論基石，過去文獻顯示，回應顧客的期望、推出符合顧客需求的產品與服務能提升企業的經營績效。但近來研究者發現，市場中某些成功的企業，如，Apple、Google等公司，似乎未完全依照上述的競爭邏輯，並非一味聽從消費者的需求，反而超越顧客期待，主動改變市場結構和消費者行為，形塑新的市場樣貌和消費者行為模式。研究者將積極回應現有顧客已顯現需求的策略導向稱為回應型市場導向(responsive market orientation)；將超越現有顧客期待，主動探索顧客潛在需求的策略導向稱為主動型市場導向(proactive market orientation)，本研究將探討兩種不同的市場導向如何為公司帶來高績效。
本研究將主動型市場導向和回應型市場導向這兩種不同的組織文化、策略導向視為組織重要的資源，分別透過探索式學習(explorative learning)和運用式學習(exploitative learning)的流程來提升組織的新產品開發績效。
本研究目的為驗證市場導向、組織學習和新產品績效之間的關係，採用結構方程模式(SEM)進行分析，由148位台灣各產業從業人員進行問卷填答，以企業之負責人、總經理、經理、廠長和課長等中高階管理者為主要調查對象。問卷發放期間為104年2月至4月，有效問卷回收率為61.4%
分析結果發現主動型市場導向對探索式學習帶來正面影響，進而提升組織的新產品績效；回應型市場導向對運用式學習帶來正面影響，進而提升組織的新產品績效，但兩種類型的市場導向雙元並存並未對新產品績效帶來顯著正面影響。最後整理本研究之理論和實務意涵，提供未來經營管理者在決策時參考。

Understanding customers’ existing needs and responding to their needs is an important way to gain competitive advantage. However, recently the tradition wisdom is challenged by some scholars because there are some company such as Apple and Google rising in the market. Those company not just followed existing customers’ needs. They tried to anticipate customers’ future needs and proactively influence customers’ perception and behavior. Researchers defined the strategic orientation that focus on customers’ existing needs as responsive market orientation and defined the strategic orientation that focus on customers’ future needs as proactive market orientation. This is aimed to figure out how two kinds of market orientation influence new product performance positively.

The results of study show: (1) Proactive market orientation positively influenced
explorative learning and responsive market orientation positively influenced
exploitative learning (2) explorative learning and exploitative learning positively
influenced new product performance. (3)The ambidextrous market orientation
does not positively influence new product performance.

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