双元营销能力对企业绩效的影响研究
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摘要
营销能力是企业构建并保持竞争优势的基础,自20世纪90年代以来,营销能力的研究迅速发展,并逐渐成为营销战略研究的重要议题,得到了学术界和实践领域的广泛关注。现有的大多数关于营销能力的表述都强调对现有营销资源及能力的应用,但随着技术变革和顾客购买模式的改变,企业所处的产业环境正经历着巨大的变革,传统的营销能力研究逐渐显现出解释力不足的问题。特别是随着市场的剧烈变化和新技术的快速发展,企业比以往任何时候都更为迫切的需要通过营销能力的改进和更新获取竞争优势。因此,采用新的视角深入探究动态情境下营销能力的内涵、外延及其对绩效的影响机理成为营销学研究发展的必然。本文在对战略管理理论、营销理论和双元理论深入研究的基础上,将能力双元性的思想应用于营销能力动态认识论,提出双元营销能力的概念,并进一步探查了其对绩效的影响。在理论上,本文丰富和深化了营销能力动态认识论,夯实了营销领域中关于双元研究的理论基础,并进一步丰富了营销和战略管理理论中关于能力到绩效转换机制的研究。在实践上,本文有助于管理者有效配置资源,从双元视角识别并培育营销能力,启示管理者将营销决策的重心从如何“取舍”转变为如何“兼顾”,为企业构建双元型组织提供了现实操作路径。
本研究的主要关注点在于双元营销能力及其对企业绩效的贡献,研究内容涵盖(1)双元营销能力的概念化及其操作化测量；(2)探查双元营销能力对绩效的直接影响及其边界条件；(3)揭示双元营销能力对企业绩效的间接影响路径。本文在实地访谈、文献研究、理论推导及实证检验的基础上,通过三个子研究对本文提出的研究问题进行了深入探索,得出以下研究结论。
首先,本研究结合营销能力、双元理论及动态能力领域的相关研究,开发了双元营销能力的概念。研究发现,动态情境下的营销能力由利用式营销能力和探索式营销能力两个组件构成,可称之为双元营销能力。在此基础上,本研究基于文献研究和管理者实地访谈,进一步探查了双元营销能力的概念内涵及其多维度结构,并采用定量实证研究方法,利用从企业管理者获取的样本数据,开发出具有良好信度和效度的双元营销能力概念测量量表。
其次,本研究检验了双元营销能力对绩效直接贡献的多样化情形。结果显示,利用式营销能力和探索式营销能力对企业绩效均存在显著的正向影响,其影响关系受到以市场波动性为代表的外部环境因素和以跨职能协同为代表的内部情境因素的调节。其中,市场波动性对利用式营销能力与绩效的关系存在负向调节,对探索式营销能力与绩效的关系存在正向调节；跨职能协同对于两种能力与绩效的关系都存在正向调节。研究进步发现,两种能力的平衡匹配可以有效控制风险从而提升企业绩效,而交互效应对绩效则显示出负向影响,但是当加入跨职能协同作为调节变量后,两种能力的交互效应对企业绩效的影响呈现出正向显著,说明企业各职能间市场信息的有效流转和彼此的协作互动是两种能力交互效应发挥作用的重要催化剂。
最后,本研究以战略管理理论和营销理论为基础,将基于顾客价值的竞争战略引入模型,实证检验了双元营销能力对绩效的间接影响,并进一步通过对低成本战略、产品创新战略和品牌化战略中介效应的探查,清晰的勾勒出利用式营销能力和探索式营销能力到企业绩效的转换路径。研究发现：基于顾客价值的竞争战略是双元营销能力转化为优异绩效产出的关键环节,对于利用式营销能力与绩效而言,三种战略的部分中介作用成立；对于探索式营销能力与绩效而言,产品创新战略和品牌化战略的部分中介作用成立。此外,利用式与探索式营销能力之间的平衡匹配有助于企业实施产品创新战略；两种能力的平衡和交互均有助于企业实施品牌化战略。
本研究的创新之处主要体现在以下三个方面。第一,基于双元理论,本文发现双元营销能力包含利用式营销能力和探索式营销能力两个二阶因子,并开发了包括3个层次6个维度的双元营销能力测量量表,丰富和深化了对动态营销能力概念的认识,提供了对其进行定量实证研究的测量工具。第二,基于权变理论,本文发现了双元营销能力及其双元性对绩效影响的多样化情形,部分解决了目前文献中关于双元能力与企业绩效关系的争议,拓展了双元能力有效性理论。第三,借鉴战略管理理论中竞争优势来源的内生和外生视角以及营销战略中的SPP(来源-定位优势-绩效)框架,将基于顾客价值的竞争战略引入双元营销能力对绩效影响的关系链中,构建了双元营销能力通过三种竞争战略再影响企业绩效的两阶段因果逻辑模型,丰富了能力与绩效关系理论。
Marketing capabilities are the foundation of building and maintaining a competitive advantage. Since the1990s, the researches of marketing capabilities develop rapidly, and gradually become the important issue of marketing strategy research, which received widespread attentions both in the academia and practice fields. Most of the existing expression about marketing capabilities emphasize the application of existing marketing resources and capabilities, but with the change of the technological changes and customer purchase patterns, the business industrial environment is undergoing tremendous change, the traditional marketing capabilities research gradually reveal the problem of shortage of explanatory power. Especially with the dramatic change in the market and the rapid development of new technology, firms are more urgent to improve and refresh their marketing capabilities to get the competitive advantage than any time before. Therefore, adopting the new perspective to explore the connotation, denotation of marketing capabilities and their effects on the performance in dynamic circumstance become a critical issue in marketing research. Based on an intensive study of strategic management theory, marketing theory and ambidextrous theory, this dissertation apply the ambidextrous capabilities perspective into the dynamic epistemology of marketing capabilities, put forward the concept of ambidextrous marketing capabilities and further explore their impact on firm performance. Theoretically, this dissertation enriches and deepens the dynamic epistemology of marketing capabilities, strengthens the theoretical basis of ambidextrous research in the marketing field, and further enriches the research about the conversion mechanism of the capabilities to performance both in the marketing and strategy management fields. Practically, this dissertation helps managers to allocate resources effectively, identifying and cultivating the marketing capabilities from the ambidextrous perspective, and enlightens managers to transform their focus of marketing decision from "trade-off'to "balance", provide a realistic path for the enterprise operation to build ambidextrous organization.
The main focus of this dissertation lies in the ambidextrous marketing capabilities and their contributions to firm performance, research contents include:(1) the conceptualization of ambidextrous marketing capabilities and operationalization measurement of the corresponding components;(2) investigate the direct effect of the ambidextrous marketing capabilities and the boundary conditions;(3) reveals the influence path of ambidextrous marketing capabilities on firm performance. Based on the field interviews, literature review, theoretical derivation and empirical test, this research explored the research questions through three studies, and finally obtained the following research conclusions.
Firstly, this dissertation develops the concept of ambidextrous marketing capabilities based on the combination of marketing capabilities, ambidextrous theory and dynamic capabilities research. It finds dynamic marketing capabilities are composed of two components including exploitative marketing capabilities and explorative marketing capabilities, which can be conceptualizing as ambidextrous marketing capabilities. Furthermore, this dissertation make further efforts to explore the connotation of the concept of ambidextrous marketing capabilities and the multi-dimension structure, based on the literature research and field review with managers. Beyond, it also develops a reliable and valid measurement scale of ambidextrous marketing capabilities with empirical research method and the sample data from firm level.
Secondly, this dissertation examines the diversity situations of ambidextrous marketing capabilities'direct contributions on firm performance. Results show that exploitative marketing capabilities and explorative marketing capabilities both have a significant positive impact on firm performance. Moreover, the relationship are moderated by the external environment factors such as market turbulence and internal factors such as the cross functional coordination. Market turbulence negatively moderates the relationship between exploitative marketing capabilities and performance, positively moderates the relationship between explorative marketing capabilities and performance. On the other hand, the cross functional collaboration positively moderates the relationships between the two kinds of capabilities and performance. Furthermore, it reveals balance matching of two kinds of capabilities can control risks effectively and consequently promote performance, moreover, the interaction effect shows a negative impact on performance, but when adding cross functional collaboration as a moderator variable, the influence between interaction effects on firm performance become significantly positive, which illustrates the effective market information transfer and cooperation from different business functions throughout the enterprise are the important catalysts for the interaction effects of exploitative marketing capabilities and explorative marketing capabilities.
Finally, with the foundation of strategic management theory and marketing theory, this dissertation introduces competitive strategy based on customer value into the research model, and empirically test the influence path from ambidextrous marketing capabilities to firm performance, and further clearly outline the transformation path from exploitative and explorative marketing capabilities to performance, through the mediation effect test of low cost strategy, product innovation strategy and brand strategy. Results show competitive strategies based on customer value are the key steps for translating ambidextrous marketing capabilities into excellent performance. Specifically, for exploitative marketing capabilities and performance, three kinds of strategy play partial mediating role; for explorative marketing capabilities and performance, product innovation strategy and brand strategy play partial mediating role. In addition, the balance effect of the two kinds of capabilities can help firm to carry out the strategy of product innovation; balance effect and interaction effect are both contribute to the implementation of brand strategy.
The innovations of this dissertation are mainly reflected in the following three aspects. Firstly, based on the ambidextrous theory, this dissertation uncovers that the ambidextrous marketing capabilities are composed of two components including exploitative marketing capabilities and explorative marketing capabilities, and further develops a measurement scale comprised of three levels and six dimensions, through which this dissertation enriches and deepens the understanding of dynamic marketing capabilities and provides a measurement instrument to investigate marketing dynamic capabilities empirically. Secondly, based on contingency theory, this dissertation reveals the diversity situations of the effects of ambidextrous marketing capabilities and the ambidexterity on firm performance, partially resolves the theoretical controversy about the relationship between ambidextrous capabilities and firm performance in the literature, thereby, expands the theory of ambidextrous capability effectiveness. Thirdly, drawing on the endogenous and exogenous perspectives of the sources of competitive advantage from strategic management theory and the SPP(Source-Position advantage-Performance) framework from marketing strategy theory, this dissertation introduces competitive strategies based on customer value into the relationship chain, builds two stages of causal logic model for the effect of ambidextrous marketing capabilities on firm performance through three competitive strategies, enriches the theory of the relationship between competence and performance.
本研究的主要关注点在于双元营销能力及其对企业绩效的贡献,研究内容涵盖(1)双元营销能力的概念化及其操作化测量；(2)探查双元营销能力对绩效的直接影响及其边界条件；(3)揭示双元营销能力对企业绩效的间接影响路径。本文在实地访谈、文献研究、理论推导及实证检验的基础上,通过三个子研究对本文提出的研究问题进行了深入探索,得出以下研究结论。
首先,本研究结合营销能力、双元理论及动态能力领域的相关研究,开发了双元营销能力的概念。研究发现,动态情境下的营销能力由利用式营销能力和探索式营销能力两个组件构成,可称之为双元营销能力。在此基础上,本研究基于文献研究和管理者实地访谈,进一步探查了双元营销能力的概念内涵及其多维度结构,并采用定量实证研究方法,利用从企业管理者获取的样本数据,开发出具有良好信度和效度的双元营销能力概念测量量表。
其次,本研究检验了双元营销能力对绩效直接贡献的多样化情形。结果显示,利用式营销能力和探索式营销能力对企业绩效均存在显著的正向影响,其影响关系受到以市场波动性为代表的外部环境因素和以跨职能协同为代表的内部情境因素的调节。其中,市场波动性对利用式营销能力与绩效的关系存在负向调节,对探索式营销能力与绩效的关系存在正向调节；跨职能协同对于两种能力与绩效的关系都存在正向调节。研究进步发现,两种能力的平衡匹配可以有效控制风险从而提升企业绩效,而交互效应对绩效则显示出负向影响,但是当加入跨职能协同作为调节变量后,两种能力的交互效应对企业绩效的影响呈现出正向显著,说明企业各职能间市场信息的有效流转和彼此的协作互动是两种能力交互效应发挥作用的重要催化剂。
最后,本研究以战略管理理论和营销理论为基础,将基于顾客价值的竞争战略引入模型,实证检验了双元营销能力对绩效的间接影响,并进一步通过对低成本战略、产品创新战略和品牌化战略中介效应的探查,清晰的勾勒出利用式营销能力和探索式营销能力到企业绩效的转换路径。研究发现：基于顾客价值的竞争战略是双元营销能力转化为优异绩效产出的关键环节,对于利用式营销能力与绩效而言,三种战略的部分中介作用成立；对于探索式营销能力与绩效而言,产品创新战略和品牌化战略的部分中介作用成立。此外,利用式与探索式营销能力之间的平衡匹配有助于企业实施产品创新战略；两种能力的平衡和交互均有助于企业实施品牌化战略。
本研究的创新之处主要体现在以下三个方面。第一,基于双元理论,本文发现双元营销能力包含利用式营销能力和探索式营销能力两个二阶因子,并开发了包括3个层次6个维度的双元营销能力测量量表,丰富和深化了对动态营销能力概念的认识,提供了对其进行定量实证研究的测量工具。第二,基于权变理论,本文发现了双元营销能力及其双元性对绩效影响的多样化情形,部分解决了目前文献中关于双元能力与企业绩效关系的争议,拓展了双元能力有效性理论。第三,借鉴战略管理理论中竞争优势来源的内生和外生视角以及营销战略中的SPP(来源-定位优势-绩效)框架,将基于顾客价值的竞争战略引入双元营销能力对绩效影响的关系链中,构建了双元营销能力通过三种竞争战略再影响企业绩效的两阶段因果逻辑模型,丰富了能力与绩效关系理论。
Marketing capabilities are the foundation of building and maintaining a competitive advantage. Since the1990s, the researches of marketing capabilities develop rapidly, and gradually become the important issue of marketing strategy research, which received widespread attentions both in the academia and practice fields. Most of the existing expression about marketing capabilities emphasize the application of existing marketing resources and capabilities, but with the change of the technological changes and customer purchase patterns, the business industrial environment is undergoing tremendous change, the traditional marketing capabilities research gradually reveal the problem of shortage of explanatory power. Especially with the dramatic change in the market and the rapid development of new technology, firms are more urgent to improve and refresh their marketing capabilities to get the competitive advantage than any time before. Therefore, adopting the new perspective to explore the connotation, denotation of marketing capabilities and their effects on the performance in dynamic circumstance become a critical issue in marketing research. Based on an intensive study of strategic management theory, marketing theory and ambidextrous theory, this dissertation apply the ambidextrous capabilities perspective into the dynamic epistemology of marketing capabilities, put forward the concept of ambidextrous marketing capabilities and further explore their impact on firm performance. Theoretically, this dissertation enriches and deepens the dynamic epistemology of marketing capabilities, strengthens the theoretical basis of ambidextrous research in the marketing field, and further enriches the research about the conversion mechanism of the capabilities to performance both in the marketing and strategy management fields. Practically, this dissertation helps managers to allocate resources effectively, identifying and cultivating the marketing capabilities from the ambidextrous perspective, and enlightens managers to transform their focus of marketing decision from "trade-off'to "balance", provide a realistic path for the enterprise operation to build ambidextrous organization.
The main focus of this dissertation lies in the ambidextrous marketing capabilities and their contributions to firm performance, research contents include:(1) the conceptualization of ambidextrous marketing capabilities and operationalization measurement of the corresponding components;(2) investigate the direct effect of the ambidextrous marketing capabilities and the boundary conditions;(3) reveals the influence path of ambidextrous marketing capabilities on firm performance. Based on the field interviews, literature review, theoretical derivation and empirical test, this research explored the research questions through three studies, and finally obtained the following research conclusions.
Firstly, this dissertation develops the concept of ambidextrous marketing capabilities based on the combination of marketing capabilities, ambidextrous theory and dynamic capabilities research. It finds dynamic marketing capabilities are composed of two components including exploitative marketing capabilities and explorative marketing capabilities, which can be conceptualizing as ambidextrous marketing capabilities. Furthermore, this dissertation make further efforts to explore the connotation of the concept of ambidextrous marketing capabilities and the multi-dimension structure, based on the literature research and field review with managers. Beyond, it also develops a reliable and valid measurement scale of ambidextrous marketing capabilities with empirical research method and the sample data from firm level.
Secondly, this dissertation examines the diversity situations of ambidextrous marketing capabilities'direct contributions on firm performance. Results show that exploitative marketing capabilities and explorative marketing capabilities both have a significant positive impact on firm performance. Moreover, the relationship are moderated by the external environment factors such as market turbulence and internal factors such as the cross functional coordination. Market turbulence negatively moderates the relationship between exploitative marketing capabilities and performance, positively moderates the relationship between explorative marketing capabilities and performance. On the other hand, the cross functional collaboration positively moderates the relationships between the two kinds of capabilities and performance. Furthermore, it reveals balance matching of two kinds of capabilities can control risks effectively and consequently promote performance, moreover, the interaction effect shows a negative impact on performance, but when adding cross functional collaboration as a moderator variable, the influence between interaction effects on firm performance become significantly positive, which illustrates the effective market information transfer and cooperation from different business functions throughout the enterprise are the important catalysts for the interaction effects of exploitative marketing capabilities and explorative marketing capabilities.
Finally, with the foundation of strategic management theory and marketing theory, this dissertation introduces competitive strategy based on customer value into the research model, and empirically test the influence path from ambidextrous marketing capabilities to firm performance, and further clearly outline the transformation path from exploitative and explorative marketing capabilities to performance, through the mediation effect test of low cost strategy, product innovation strategy and brand strategy. Results show competitive strategies based on customer value are the key steps for translating ambidextrous marketing capabilities into excellent performance. Specifically, for exploitative marketing capabilities and performance, three kinds of strategy play partial mediating role; for explorative marketing capabilities and performance, product innovation strategy and brand strategy play partial mediating role. In addition, the balance effect of the two kinds of capabilities can help firm to carry out the strategy of product innovation; balance effect and interaction effect are both contribute to the implementation of brand strategy.
The innovations of this dissertation are mainly reflected in the following three aspects. Firstly, based on the ambidextrous theory, this dissertation uncovers that the ambidextrous marketing capabilities are composed of two components including exploitative marketing capabilities and explorative marketing capabilities, and further develops a measurement scale comprised of three levels and six dimensions, through which this dissertation enriches and deepens the understanding of dynamic marketing capabilities and provides a measurement instrument to investigate marketing dynamic capabilities empirically. Secondly, based on contingency theory, this dissertation reveals the diversity situations of the effects of ambidextrous marketing capabilities and the ambidexterity on firm performance, partially resolves the theoretical controversy about the relationship between ambidextrous capabilities and firm performance in the literature, thereby, expands the theory of ambidextrous capability effectiveness. Thirdly, drawing on the endogenous and exogenous perspectives of the sources of competitive advantage from strategic management theory and the SPP(Source-Position advantage-Performance) framework from marketing strategy theory, this dissertation introduces competitive strategies based on customer value into the relationship chain, builds two stages of causal logic model for the effect of ambidextrous marketing capabilities on firm performance through three competitive strategies, enriches the theory of the relationship between competence and performance.
引文
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