市场导向、资源拼凑与商业模式创新的关系研究
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摘要
市场营销导向的概念被认为是战略营销的基石,然而有关市场导向对企业创新的影响效果却一直饱受争议。以资源建构主义为理论基础,本研究将市场导向区分为反应型和先动型两种类型,从资源拼凑的视角研究市场导向与商业模式创新之间的关系。本文得到以下研究结果:(1)先动型市场导向正向影响商业模式创新,而反应型市场导向对商业模式创新的影响是倒U型的;(2)先动型市场导向和反应型市场导向对资源拼凑均存在显著正向影响;(3)资源拼凑分别在反应型市场导向和先动型市场导向与商业模式创新之间充当了部分中介变量。
The concept of marketing orientation is considered to be the cornerstone of strategic marketing. However,the effect of market orientation on the enterprise innovation has been controversial,and the extant research on the influence mechanism between market orientation and business model innovation is still lacking. Based on the Resources Constructivism Theory,and from the perspective of resources bricolage,this study explores the relationship between market orientation( responsive market orientation and proactive market orientation) and business model innovation. Through the questionnaire survey of innovative enterprises from Guangdong,our research results show that:(1) the proactive market orientation has a significant positive effect on business model innovation,and responsive market orientation has an inverted U-shaped influence on business model innovation;(2) the proactive market orientation and responsive market orientation both have significant positive influence on resources bricolage;(3)resources bricolage played a partial intermediary role between proactive market orientation and responsive market orientation impact on business model innovation respectively. This research would not only help to understand the relationship between market orientation and business model innovation,but also help enterprises to provide practical guidance for resource allocation in the process of business model innovation.
The concept of marketing orientation is considered to be the cornerstone of strategic marketing. However,the effect of market orientation on the enterprise innovation has been controversial,and the extant research on the influence mechanism between market orientation and business model innovation is still lacking. Based on the Resources Constructivism Theory,and from the perspective of resources bricolage,this study explores the relationship between market orientation( responsive market orientation and proactive market orientation) and business model innovation. Through the questionnaire survey of innovative enterprises from Guangdong,our research results show that:(1) the proactive market orientation has a significant positive effect on business model innovation,and responsive market orientation has an inverted U-shaped influence on business model innovation;(2) the proactive market orientation and responsive market orientation both have significant positive influence on resources bricolage;(3)resources bricolage played a partial intermediary role between proactive market orientation and responsive market orientation impact on business model innovation respectively. This research would not only help to understand the relationship between market orientation and business model innovation,but also help enterprises to provide practical guidance for resource allocation in the process of business model innovation.
引文
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[16]Salunke S.,Weerawardena J.,Mc Coll-Kennedy J.R.Competing through service innovation:The role of bricolage and entrepreneurship in project-oriented firms[J].Journal of Business Research,2013,66(8):1085-1097.
[17]Cunha,M.P..Bricolage in organization[R].‘FUENLWorking Paper Series,No 474,2005.Uninversidad Nova de Lisboam,Faculdada de Economia.(Available at SSRN:http://ssrn.com/abstract=882784)
[18]Garud R,Karne P.Bricolage versus breakthrough:Distributed and embedded agency in technology entrepreneurship[J].Research Policy,2003,32(2):277-300.
[19]Baker T,Nelson R E.Creating something from nothing:Resource construction through entrepreneurial bricolage[J].Administrative Science Quarterly,2005,50(3):329-366.
[20]Fuglsang L.Bricolage and invisible innovation in public service innovation[J].Journal of Innovation Economics&Management,2010(1):67-87.
[21]Baker,T.,Miner,A.S.,&Eesley,D.T.Improvising firms:Bricolage,account giving and improvisational competencies in the founding process[J].Research Policy,2003,32(2):255-276.
[22]Beckett R C.Entrepreneurial bricolage-Developing recipes to support innovation[J].International Journal of Innovation Management,2016,20(5):01-17.
[23]Senyard J,Baker T,Steffens P,et al.Bricolage as a path to innovativeness for resource-constrained new firms[J].Journal of Product Innovation Management,2014,31(2):211-230.
[24]Zott C,Amit R.The fit between product market strategy and business model:Implications for firm performance[J].Strategic Management Journal,2008,29(1):01-26.
[2]Zott C,Amit R,Massa L.The business model:Recent developments and future research[J].Journal of Management,2011,37(4):1019-1042.
[3]Bodlaj M,Coenders G,Zabkar V.Responsive and proactive market orientation and innovation success under market and technological turbulence[J].Journal of Business Economics and Management,2012,13(4):666-687.
[4]Christensen C M,Bower J L.Customer power,strategic investment,and the failure of leading firms[J].Strategic Management Journal,1996,17(3):197-218.
[5]Narver J C,Slater S F,Mac Lachlan D L.Responsive and proactive market orientation and new-product success[J].Journal of Product Innovation Management,2004,21(5):334-347.
[6]张婧,段艳玲.市场导向均衡对制造型企业产品创新绩效影响的实证研究[J].管理世界,2010(12):119-130.Zhang Jing,Duan Yanling.An empirical research of market orientation impact on corporate product innovation performance[J].Management World,2010(12):119-130.
[7]何一清,崔连广,张敬伟.互动导向对创新过程的影响:创新能力的中介作用与资源拼凑的调节作用[J].南开管理评论,2015,18(4):96-105.He Yiqing,Cui Lianguang,Zhang Jingwei.The effect of interaction orientation on innovation process:The mediating effect of innovation capability and moderating effect of bricolage[J].Nankai Business Review,2015,18(4):96-105.
[8]Atuahene-Gima K,Slater S F,Olson E M.The contingent value of responsive and proactive market orientations for new product program performance[J].Journal of Product Innovation Management,2005,22(6):464-482.
[9]Baker W E,Sinkula J M.Market orientation,learning orientation and product innovation:Delving into the organization’s black box[J].Journal of Market-focused Management,2002,5(1):05-23.
[10]Gebhardt G F,Carpenter G S,Sherry Jr J F.Creating a market orientation:A longitudinal,multifirm,grounded analysis of cultural transformation[J].Journal of Marketing,2006,70(4):37-55.
[11]Hult GTM,Ketchen DJ Jr.Does market orientation matter?Atest of the relationship between positional advantage and performance[J].Strategic Management Journal,2001,22(9):899-906.
[12]阳银娟,陈劲.开放式创新中市场导向对创新绩效的影响研究[J].科研管理,2015,36(3):103-110.Yang Yinjuan,Chen Jin.The relationship between market orientation and open innovation performance[J].Science Research Management,2015,36(3):103-110.
[13]Ferneley,E,Bell.,F.Using bricolage to integrate business and information technology innovation in SMEs[J].Technovation,2006,26(2):232-241.
[14]Halme M,Lindeman S,Linna P.Innovation for inclusive business:Intrapreneurial bricolage in multinational corporations[J].Journal of Management Studies,2012,49(4):743-784.
[15]Slater S F,Narver J C.Market orientation and the learning organization[J].Journal of Marketing,1995,59(3):63-74.
[16]Salunke S.,Weerawardena J.,Mc Coll-Kennedy J.R.Competing through service innovation:The role of bricolage and entrepreneurship in project-oriented firms[J].Journal of Business Research,2013,66(8):1085-1097.
[17]Cunha,M.P..Bricolage in organization[R].‘FUENLWorking Paper Series,No 474,2005.Uninversidad Nova de Lisboam,Faculdada de Economia.(Available at SSRN:http://ssrn.com/abstract=882784)
[18]Garud R,Karne P.Bricolage versus breakthrough:Distributed and embedded agency in technology entrepreneurship[J].Research Policy,2003,32(2):277-300.
[19]Baker T,Nelson R E.Creating something from nothing:Resource construction through entrepreneurial bricolage[J].Administrative Science Quarterly,2005,50(3):329-366.
[20]Fuglsang L.Bricolage and invisible innovation in public service innovation[J].Journal of Innovation Economics&Management,2010(1):67-87.
[21]Baker,T.,Miner,A.S.,&Eesley,D.T.Improvising firms:Bricolage,account giving and improvisational competencies in the founding process[J].Research Policy,2003,32(2):255-276.
[22]Beckett R C.Entrepreneurial bricolage-Developing recipes to support innovation[J].International Journal of Innovation Management,2016,20(5):01-17.
[23]Senyard J,Baker T,Steffens P,et al.Bricolage as a path to innovativeness for resource-constrained new firms[J].Journal of Product Innovation Management,2014,31(2):211-230.
[24]Zott C,Amit R.The fit between product market strategy and business model:Implications for firm performance[J].Strategic Management Journal,2008,29(1):01-26.