外部知识获取对企业营销绩效的影响研究——环境宽松性的调节作用和营销能力的中介作用
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摘要
基于知识基础观,就所获取的156份有效样本,采取调节和中介两种方法对外部知识获取与企业营销绩效之间的关系进行探究。首先,分析了外部知识获取对企业营销绩效的直接影响;其次,检验了环境宽松性在这一影响过程中的调节作用;最后,检验了营销能力在这一影响过程中的中介作用。研究结果表明,外部知识获取对企业营销绩效存在显著的正向影响;外部知识获取对企业营销绩效的影响具有情境依赖性,环境宽松性增强了二者的关系;营销能力在外部知识获取影响企业营销绩效中发挥完全中介作用,验证了"知识—能力—绩效"的范式。
Based on the knowledge-based view, with the 156 valid samples, this paper explores the relationship between external knowledge acquisition and enterprise marketing performance by two methods of moderation and mediation. Firstly, it analyzes the direct influence of external knowledge acquisition on enterprise marketing performance. Secondly, it examines the moderation effect of the environmental munificence in the influencing process. Finally, it examines the mediation effect of the marketing capability in the influencing process. Results show that external knowledge acquisition has a significantly positive influence on enterprise marketing performance. The influence of external knowledge acquisition on enterprise marketing performance takes on situational dependency, namely, the environmental munificence enhances the relationship of the two variables. The marketing capability plays a full mediation role in the process of the influence of external knowledge acquisition on enterprise marketing performance, which verifies the paradigm of knowledge-ability-performance.
Based on the knowledge-based view, with the 156 valid samples, this paper explores the relationship between external knowledge acquisition and enterprise marketing performance by two methods of moderation and mediation. Firstly, it analyzes the direct influence of external knowledge acquisition on enterprise marketing performance. Secondly, it examines the moderation effect of the environmental munificence in the influencing process. Finally, it examines the mediation effect of the marketing capability in the influencing process. Results show that external knowledge acquisition has a significantly positive influence on enterprise marketing performance. The influence of external knowledge acquisition on enterprise marketing performance takes on situational dependency, namely, the environmental munificence enhances the relationship of the two variables. The marketing capability plays a full mediation role in the process of the influence of external knowledge acquisition on enterprise marketing performance, which verifies the paradigm of knowledge-ability-performance.
引文
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[3] 江旭,高山行,廖貅武.外部知识获取、新产品开发与企业绩效关系的实证研究[J].研究与发展管理,2008,20(5):72-77.
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[6] Chang J.The Effects of Buyer-Supplier's Collaboration on Knowledge and Product Innovation [J].Industrial Marketing Management,2017,65(6):129-143.
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[17] 魏文忠.集团内子公司社会资本、营销协同与营销绩效关系研究[D].济南:山东大学,2014.
[18] Tsang E W K.Acquiring Knowledge by Foreign Partners from International Joint Ventures in a Transition Economy:Learning-by-doing and Learning Myopia [J].Strategic Management Journal,2002,23(9):835-854.
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[20] 陈锟.营销能力对企业自主创新影响研究[D].成都:西南财经大学,2008.
[21] Vorhies W D,Harker M.The Capabilities and Performance Advantages of Market-driven Firms:An Empirical Investigation[J].Australian Journal of Management,2000,25(2):145-171.
[22] 董振林.外部知识搜寻、知识整合机制与企业创新绩效:外部环境特性的调节作用[D].长春:吉林大学,2017.
[23] Li Y,Wei Z,Zhao J,et al.Ambidextrous Organizational Learning,Environmental Munificence and New Product Performance:Moderating Effect of Managerial Ties in China[J].International Journal of Production Economics,2013,146(1):95-105.
[24] 周秀兰.企业营销道德与营销绩效关系的实证研究[D].兰州:兰州大学,2011.
[25] 刘景东,党兴华.不同知识位势下知识获取方式与突变创新的关系研究[J].管理评论,2013,25(7):88-98.
[26] 韩顺平,王永贵.市场营销能力及其绩效影响研究[J].管理世界,2006 (6):153-154.
[27] Nummally J C,Bernstein I H.Psychometric Theory [M].New York:McGraw Hill,1994.
[28] 温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005,37(2):268-274.
[2] 曾德明,曾雅兰,邹思明.知识获取策略对企业绩效的影响——知识基础的调节作用[J].科学学与科学技术管理,2015,36(9):31-39.
[3] 江旭,高山行,廖貅武.外部知识获取、新产品开发与企业绩效关系的实证研究[J].研究与发展管理,2008,20(5):72-77.
[4] Drucker P F.The Practice of Management [M].New York:Harper and Brothers,1954.
[5] Xie X,Wang L,Zeng S.Inter-organizational Knowledge Acquisition and Firms' Radical Innovation:A Moderated Mediation Analysis [J].Journal of Business Research,2018,90:295-306.
[6] Chang J.The Effects of Buyer-Supplier's Collaboration on Knowledge and Product Innovation [J].Industrial Marketing Management,2017,65(6):129-143.
[7] Berchicci L.Towards an Open R&D System:Internal R&D Investment,External Knowledge Acquisition and Innovative Performance [J].Research Policy,2013,42(1):117-127.
[8] 杨保军.外部知识获取、品牌进化与营销绩效实证研究[J].企业经济,2018 (1):44-50.
[9] Morgan N A,Vorhies D W,Mason C.Market Orientation,Marketing Capabilities and Firm Performance [J].Strategic Management Journal,2009,30(8):909-920.
[10] Barney J B.Firm Resources and Sustained Competitive Advantage [J].Journal of Management,1991,17(1):99-120.
[11] Sharma V,Erramilli M K.Resource-based Explanation of Entry Mode Choice [J].Journal of Marketing Theory and Practice,2004,12(1):1-17.
[12] 范雅楠,云乐鑫.知识获取方式对制造型企业创新绩效影响的实证研究——基于营销探索与营销开发的视角[J].科学学与科学技术管理,2016,37(10):74-85.
[13] Yli-Renko H,Autio E,Sapienza H J.Social Capital,Knowledge Acquisition,and Knowledge Exploitation in Young Technology-based Firms [J].Strategic Management Journal,2001,22:587-613.
[14] 汪婷婷.企业网络能力对创新绩效的作用机制研究——以开放式创新为中介[D].西安:西北大学,2017.
[15] Martinez-del-Rio J,Antolin-Lopez R,Cespedes-Lorente J J.Being Green Against the Wind?The Moderating Effect of Munificence on Acquiring Environmental Competitive Advantages [J].Organization and Environment,2015,28(2):181-203.
[16] 孙淑英.我国企业营销绩效评价指标体系构建的实证研究[J].中国软科学,2006 (1):132-137.
[17] 魏文忠.集团内子公司社会资本、营销协同与营销绩效关系研究[D].济南:山东大学,2014.
[18] Tsang E W K.Acquiring Knowledge by Foreign Partners from International Joint Ventures in a Transition Economy:Learning-by-doing and Learning Myopia [J].Strategic Management Journal,2002,23(9):835-854.
[19] 杨波.新创企业知识、能力、战略与竞争优势的关系研究[D].重庆:重庆大学,2014.
[20] 陈锟.营销能力对企业自主创新影响研究[D].成都:西南财经大学,2008.
[21] Vorhies W D,Harker M.The Capabilities and Performance Advantages of Market-driven Firms:An Empirical Investigation[J].Australian Journal of Management,2000,25(2):145-171.
[22] 董振林.外部知识搜寻、知识整合机制与企业创新绩效:外部环境特性的调节作用[D].长春:吉林大学,2017.
[23] Li Y,Wei Z,Zhao J,et al.Ambidextrous Organizational Learning,Environmental Munificence and New Product Performance:Moderating Effect of Managerial Ties in China[J].International Journal of Production Economics,2013,146(1):95-105.
[24] 周秀兰.企业营销道德与营销绩效关系的实证研究[D].兰州:兰州大学,2011.
[25] 刘景东,党兴华.不同知识位势下知识获取方式与突变创新的关系研究[J].管理评论,2013,25(7):88-98.
[26] 韩顺平,王永贵.市场营销能力及其绩效影响研究[J].管理世界,2006 (6):153-154.
[27] Nummally J C,Bernstein I H.Psychometric Theory [M].New York:McGraw Hill,1994.
[28] 温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005,37(2):268-274.
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