IMPACT OF DIFFERENT STRATEGIC ORIENTATIONS ON INDEPENDENT INNOVATION AND COOPERATIVE INNOVATION

This paper studies the impact of entrepreneurial orientation and market orientation on technological innovation from the different degree of the organizational involvement in the process of innovation, then, proposes a conceptual model and theoretical hypothesis. On analyzing the effective sample data from 463 enterprises of different industries across 10 provinces, we have confirmed the conceptual model. The result indicates that entrepreneurial orientation is more helpful for independent innovation, not for cooperative innovation. Market orientation is neither conducive to independent innovation nor to cooperative innovation. Thus, entrepreneurial orientation may effectively improve the enterprises' capability of independent innovation, enhance their efficiency of innovation, continuously promotes them to create competitive advantage.