Responsive to Proactive Market Orientations: Unleashing the Potential of Effectuation–Causation Blending for Business Model Innovation
研究基于中国科技企业数据，发现响应型和主动型市场导向均促进商业模式创新，但效果推理削弱响应型导向的正面作用、增强主动型导向的作用，而因果推理则相反。
This research investigates how two types of market orientation, proactive and responsive, affect the ability of technology-based companies to innovate their business models in a rapidly evolving technological landscape. It also examines how two different approaches to decision-making, effectuation and causation, influence these effects. We relied on the 333 valid responses collected from Chinese technology-based enterprises to analyze proactive and responsive market orientation for business model innovation (BMI) in configuration with effectuation and causation as moderators, using a configurational comparison method, “fuzzy-set qualitative comparative analysis” and a Necessary Condition Analysis. The study reveals that market orientations and effectuation causation positively contribute to BMI. However, the study also found that effectuation weakens the positive relation between RMO and BMI, while causation enhances the positive influence of RMO on BMI. On the other hand, in the case of PMO, effectuation strengthens the relationship between PMO and BMI, while causation weakens the relationship between PMO and BMI. This study also explains that effectuation and causation enhance firms' external capabilities in making or reconfiguring alliances.