中文摘要：

市场导向主要体现企业对市场环境变化做出反应的适应性能力，而创新导向则是企业通过超前和积极进取的主动性来改变竞争优势的环境管理能力，两种导向的有效协同将会帮助企业更好地理解目前和将来的顾客、竞争者和其他环境条件，进而在满足顾客需求方面会有更全面的适应能力和环境管理能力。在比较创新导向和市场导向的基础上，以市场导向和创新导向维度区分4种不同导向的企业，讨论各导向类型之间的关系，开发ICON量表，用以测量企业创新一市场导向的程度，通过多元回归分析不同导向、环境不确定性、企业绩效之间的关系。

英文摘要：

Market orientation mainly reflects enterprises＇ ability of adapting to the change of market environment; while innovation orientation refers to the ability of managing the environment by changing comparative advantages initially and actively. Therefore, the effective combination of innovation and market orientation may help enterprises better understand their customers, competitors and surrounding both at present and in the future. This paper explores the contrast between market and innovation orientations and develops a model. The resulting archetypes and inter-relationships are discussed. A measurement scale, ICON, is developed to assess the extent to which a firm corresponds to the resulting archetypes. The multi-regression method is used to examine the relationship between the strategic archetypes, environmental turbulence and company performance.