领导方式对企业品牌导向的差异化影响——基于A股上市公司年报数据的实证研究
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摘要
企业品牌导向在激烈的市场竞争中具有重要的战略引领作用。本研究以中国A股上市公司中360家典型企业为研究对象,选取目标企业2016年的相关年报数据,运用多种统计分析方法探讨变革型领导、交易型领导和模糊型领导对企业品牌导向的差异化影响。研究结果表明:相对于交易型领导和模糊型领导,变革型领导更加倾向于品牌导向战略的实施;变革型领导对企业品牌导向具有显著正向影响,交易型领导对该战略的积极作用则受到一定限制。研究结果对致力于实施品牌导向战略的企业具有一定的启示意义,招聘和培训具有变革型领导风格的团队负责人有助于帮助企业取得更大的品牌价值和更好的企业效益。
Enterprise brand orientation plays an important strategic role in the fierce market competition. In this study,360 typical enterprises in China's A-share listed companies were selected as the research object,and the relevant annual data of the target enterprises in 2016 were selected. It used various statistical analysis techniques to explore the differentiation among transformational leadership,transactional leadership and fuzzy leadership toward the brand orientation. The research shows that the transformational leadership is more inclined to the implementation of the brand-oriented strategy than the others. The behavior of transformational leadership has a prominent positive influence toward the brand orientation, however, the transactional leadership suffer from the positive effect of the strategy. The results of the study are of great significance to the enterprises that are committed to the implementation of the brand-oriented strategy. The recruitment and training of a team leader with a transformative leadership character will contribute to help enterprises achieve greater brand value and better business efficiency.
Enterprise brand orientation plays an important strategic role in the fierce market competition. In this study,360 typical enterprises in China's A-share listed companies were selected as the research object,and the relevant annual data of the target enterprises in 2016 were selected. It used various statistical analysis techniques to explore the differentiation among transformational leadership,transactional leadership and fuzzy leadership toward the brand orientation. The research shows that the transformational leadership is more inclined to the implementation of the brand-oriented strategy than the others. The behavior of transformational leadership has a prominent positive influence toward the brand orientation, however, the transactional leadership suffer from the positive effect of the strategy. The results of the study are of great significance to the enterprises that are committed to the implementation of the brand-oriented strategy. The recruitment and training of a team leader with a transformative leadership character will contribute to help enterprises achieve greater brand value and better business efficiency.
引文
[1]白景坤,王健.环境威胁与创业导向视角下的组织惰性克服研究[J].中国软科学,2016(9):180-192.
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[3]MERRILEES B. Brand orientation:Past,Present,andfuture[J]. Journal of Marketing Management,2013,29(9):973-980.
[4]何佳讯.品牌与品牌化研究的取向、格局及趋势[J].品牌研究,2016(2):4-25.
[5]URDE M,BRAUMGARTH C,MERRIELES B. BrandOrientation and Market Orientation—From Alternativesto Synergy[J]. Journal of Business Research,2013,66(1):13-20.
[6]WANG H,TSUI A S,XIN K R. CEO LeadershipBehaviors,Organizational Performance,and Employees’Attitudes[J]. Leadership Quarterly,2011,22(1):92-105.
[7]YANG K. Chinese Social Orientation:an IntegrativeAnalysis[Z]. Chinese societies and mental health,1995:19-39.
[8]TSUI A S,SCHOONHOVEN C B,MEYER M W,et al.Organization and Management in the Midst of SocietalTransformation:The People’s Republic of China[J].Organization Science,2004,15(2):133-144.
[9]HART S,QUINN R. Roles Executives Play:CEOs,Behavioral Complexity, and Firm Performance[J].Human Relations,1993,46(5):543-574.
[10]李晓青.领导行为有效性的影响机制:关于变革型领导和交易型领导的研究[D].厦门:厦门大学,2014.
[11]吴敏,黄旭,徐玖平,等.交易型领导、变革型领导与家长式领导行为的比较研究[J].科研管理,2007,28(3):168-176.
[12]徐长江.变革型领导与交易型领导的有效性及作用机制[D].北京:中国科学院研究生院,2005.
[13]陈文晶,时勘.变革型领导和交易型领导的回顾与展望[J].管理评论,2007,19(9):22-29.
[14]LONGSHORE J M, BASS B M. Leadership andPerformance Beyond Expectations[J]. Academy ofManagement Review,1985,12(4):756.
[15]Mats Urde. Brand Orientation:A Mindset for BuildingBrands into Strategic Resources[J]. Journal of MarketingManagement,1999,15(1-3):117-133.
[16]URDE M,BAUMGARTH C. MERRILEES B. BrandOrientation and Market Orientation—from Alternatives toSynergy[J]. Journal of Business Research,2011,66(1):1-144.
[17]Yen-Tsung Huang, Ya-Ting Tsai. Antecedents andConsequences of Brand-oriented Companies[J].European Journal of Marketing,2013,47:2020-2041.
[18]崔超,幸理.企业营销品牌管理理念辨析的若干问题[J].特区经济,2015(3):137-138.
[19]Christine Vallaster,Leslie de Chernatony. Internal BrandBuilding and Structuration:The Role of Leadership[J].European Journal of Marketing,2006,40(7-8):761-784.
[20]WALLACE E,BUIL I,CHERMATONY L D. BrandOrientation and Brand Values in Retail Banking[J].Journal of Marketing Management,2013,29(9-10):1007-1029.
[21]陈源.试论企业发展与品牌战略实施[J].行政与法,2010(1):28-30.
[22] Graham Hankinson. The Measurement of BrandOrientation,Its Performance Impact, and the Role ofLeadership in the Context of Destination Branding:AnExploratory Study[J]. Journal of Marketing Management,2012,28(7-8):974-999.
[23]Philippa Hankinson. Brand Orientation in the CharitySector:A Framework for Discussion and Research[J].International Journal of Nonprofit&Voluntary SectorMarketing,2001,6(3):231-242.
[24]ANEES-UR-REHMAN M,WONG H Y,HOSSAIN M.The Progression of Brand Orientation Literature in TwentyYears:A Systematic Literature Review[J]. Journal ofBrand Management,2016(6):612-630.
[25]MORHART F M,HERZOG W,TOMCZAK T. Brand-Specific Leadership:Turning Employees into BrandChampions[J]. Journal of Marketing,2009,73(5):122-142.
[26]迈克尔·A·希特,R·杜安·爱尔兰,罗伯特·E·霍斯基森.战略管理:概念与案例[M].第10版.刘刚,吕文静,雷云,等译.北京:中国人民大学出版社,2012:302.
[27]李桂华,李晨曦,李楠.中国大陆品牌管理研究现状及发展趋势———基于国内主要期刊论文的内容分析[J].品牌研究,2016(3):4-21.
[28] DONG I J, CHOW C, WU A. The Role ofTransformational Leadership in Enhancing OrganizationalInnovation:Hypotheses and some Preliminary Findings[J]. Leadership Quarterly,2003,14(4):525-544.
[29] MOSS S A, MCFARLAND J, NGU S, et al.Maintaining an Open Mind to Closed Individuals:TheEffect of Resource Availability and Leadership Style onthe Association Between Openness to Experience andOrganizational Commitment[J]. Journal of Research inPersonality,2007,41(2):259-275.
[30]姚艳虹,陈丹,李果.基于认知图式的交易型与变革型领导行为差异分析[J].科技进步与对策,2005,22(9):172-174.
[2]余明阳.品牌管理学[M].上海:复旦大学出版社,2006:14.
[3]MERRILEES B. Brand orientation:Past,Present,andfuture[J]. Journal of Marketing Management,2013,29(9):973-980.
[4]何佳讯.品牌与品牌化研究的取向、格局及趋势[J].品牌研究,2016(2):4-25.
[5]URDE M,BRAUMGARTH C,MERRIELES B. BrandOrientation and Market Orientation—From Alternativesto Synergy[J]. Journal of Business Research,2013,66(1):13-20.
[6]WANG H,TSUI A S,XIN K R. CEO LeadershipBehaviors,Organizational Performance,and Employees’Attitudes[J]. Leadership Quarterly,2011,22(1):92-105.
[7]YANG K. Chinese Social Orientation:an IntegrativeAnalysis[Z]. Chinese societies and mental health,1995:19-39.
[8]TSUI A S,SCHOONHOVEN C B,MEYER M W,et al.Organization and Management in the Midst of SocietalTransformation:The People’s Republic of China[J].Organization Science,2004,15(2):133-144.
[9]HART S,QUINN R. Roles Executives Play:CEOs,Behavioral Complexity, and Firm Performance[J].Human Relations,1993,46(5):543-574.
[10]李晓青.领导行为有效性的影响机制:关于变革型领导和交易型领导的研究[D].厦门:厦门大学,2014.
[11]吴敏,黄旭,徐玖平,等.交易型领导、变革型领导与家长式领导行为的比较研究[J].科研管理,2007,28(3):168-176.
[12]徐长江.变革型领导与交易型领导的有效性及作用机制[D].北京:中国科学院研究生院,2005.
[13]陈文晶,时勘.变革型领导和交易型领导的回顾与展望[J].管理评论,2007,19(9):22-29.
[14]LONGSHORE J M, BASS B M. Leadership andPerformance Beyond Expectations[J]. Academy ofManagement Review,1985,12(4):756.
[15]Mats Urde. Brand Orientation:A Mindset for BuildingBrands into Strategic Resources[J]. Journal of MarketingManagement,1999,15(1-3):117-133.
[16]URDE M,BAUMGARTH C. MERRILEES B. BrandOrientation and Market Orientation—from Alternatives toSynergy[J]. Journal of Business Research,2011,66(1):1-144.
[17]Yen-Tsung Huang, Ya-Ting Tsai. Antecedents andConsequences of Brand-oriented Companies[J].European Journal of Marketing,2013,47:2020-2041.
[18]崔超,幸理.企业营销品牌管理理念辨析的若干问题[J].特区经济,2015(3):137-138.
[19]Christine Vallaster,Leslie de Chernatony. Internal BrandBuilding and Structuration:The Role of Leadership[J].European Journal of Marketing,2006,40(7-8):761-784.
[20]WALLACE E,BUIL I,CHERMATONY L D. BrandOrientation and Brand Values in Retail Banking[J].Journal of Marketing Management,2013,29(9-10):1007-1029.
[21]陈源.试论企业发展与品牌战略实施[J].行政与法,2010(1):28-30.
[22] Graham Hankinson. The Measurement of BrandOrientation,Its Performance Impact, and the Role ofLeadership in the Context of Destination Branding:AnExploratory Study[J]. Journal of Marketing Management,2012,28(7-8):974-999.
[23]Philippa Hankinson. Brand Orientation in the CharitySector:A Framework for Discussion and Research[J].International Journal of Nonprofit&Voluntary SectorMarketing,2001,6(3):231-242.
[24]ANEES-UR-REHMAN M,WONG H Y,HOSSAIN M.The Progression of Brand Orientation Literature in TwentyYears:A Systematic Literature Review[J]. Journal ofBrand Management,2016(6):612-630.
[25]MORHART F M,HERZOG W,TOMCZAK T. Brand-Specific Leadership:Turning Employees into BrandChampions[J]. Journal of Marketing,2009,73(5):122-142.
[26]迈克尔·A·希特,R·杜安·爱尔兰,罗伯特·E·霍斯基森.战略管理:概念与案例[M].第10版.刘刚,吕文静,雷云,等译.北京:中国人民大学出版社,2012:302.
[27]李桂华,李晨曦,李楠.中国大陆品牌管理研究现状及发展趋势———基于国内主要期刊论文的内容分析[J].品牌研究,2016(3):4-21.
[28] DONG I J, CHOW C, WU A. The Role ofTransformational Leadership in Enhancing OrganizationalInnovation:Hypotheses and some Preliminary Findings[J]. Leadership Quarterly,2003,14(4):525-544.
[29] MOSS S A, MCFARLAND J, NGU S, et al.Maintaining an Open Mind to Closed Individuals:TheEffect of Resource Availability and Leadership Style onthe Association Between Openness to Experience andOrganizational Commitment[J]. Journal of Research inPersonality,2007,41(2):259-275.
[30]姚艳虹,陈丹,李果.基于认知图式的交易型与变革型领导行为差异分析[J].科技进步与对策,2005,22(9):172-174.