制造企业服务创新战略对竞争优势的影响机制研究
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摘要
服务创新已成为中国制造企业实现从低成本加工制造环节向高价值链环节转型的重要战略途径,但我国制造企业在服务创新实践中还面临着诸多问题。在理论上,现有研究对于服务创新战略在什么条件下以及何种程度上有效提升竟争优势这一重要的理论问题的理解存在很大不足。作为这方面的探索性研究,研究综合运用资源基础观、顾客价值和服务创新等理论,围绕“制造企业服务创新战略影响竞争优势的影响机制”这一基本问题展开研究。具体而言,本文由浅至深研究以下科学问题：(1)制造企业服务创新战略的内涵是什么,其对制造企业竞争优势有怎样的影响；(2)环境动态性如何影响服务创新战略与竞争优势之间的关系；(3)服务创新战略如何与技术能力匹配,以及动态环境下服务创新战略与技术能力的匹配对制造企业竞争优势的影响关系有何种变化。
全文综合运用理论研究、探索性案例研究、大样本统计分析等研究方法,将定性研究与定量研究相结合,对上述问题进行了深入的研究。通过上述研究工作,本文得出以下主要研究结论：
(1)服务创新战略作为制造企业经营战略的重要部分,是指制造企业以顾客为中心,做出的在何种程度上、如何运用服务创新为顾客创造更多价值、提升竞争优势的相关决策,依据创新程度不同和制造企业服务转型特征可以区分为渐进式和突破式两类服务创新战略。本研究在已有研究的基础上设计制造企业服务创新战略的测量量表,并通过实证说明该量表具有良好的信度和效度。
(2)服务创新战略对制造企业竞争优势有积极的影响作用。本研究将服务创新战略视为企业的顾客价值创造战略,探索其对竞争优势的影响效应,为了精确区分渐进式和突破式服务创新战略的效果,将竞争优势区分为市场绩效和财务绩效两个维度,通过247家制造企业样本的实证研究发现制造企业服务创新战略的两个维度对竞争优势的市场和财务绩效维度都具有正向影响。
(3)环境动态性是影响服务创新战略与竞争优势关系的重要情境因素。研究结果表明,市场环境动态性在渐进式和突破式服务创新战略与竞争优势关系中均起正向的调节作用。竞争强度的调节作用得到研究结果的部分支持,其对渐进式服务创新战略与市场绩效、突破式服务战略与市场和财务绩效均具有显著的正向调节效应,但对渐进式服务创新战略与财务绩效关系的调节效应不显著。
(4)服务创新战略与不同技术能力匹配对制造企业竞争优势有显著影响；并且服务创新战略与技术能力的匹配对制造企业竞争优势的影响会受到环境动态性的影响。具体来说：渐进式服务创新战略与低技术能力匹配对企业竞争优势的市场和财务绩效维度均具有显著正向影响。突破式服务创新战略与高技术能力匹配,对企业市场和财务绩效均有显著的正向影响。这就是说,对于技术能力较低的制造企业适配性的实施渐进式服务创新战略更有助竞争优势提升,而对于技术能力较高的制造企业,适配性的实施突破式服务创新战略更有助于竞争优势提升。
(5)服务创新战略、技术能力、环境动态性对制造企业竞争优势的影响产生叠加作用。具体而言：市场动态性越高、竞争越激烈的环境下,渐进式服务创新战略与技术能力匹配对市场绩效影响效应越大,而对财务绩效影响不显著。即低技术能力的制造企业在高度动态环境下实施渐进式服务创新战略更有助于市场绩效提升。但是在高市场动态性,突破式服务创新战略与技术能力匹配对制造企业市场绩效和财务绩效均存在负向影响;在高竞争强度的环境中,突破式服务创新战略与技术能力匹配对市场绩效有负向影响。这表明在高度动态的环境下企业能否克服高技术能力带来的“核心刚性”,快速开发出符合顾客需求变化的服务解决方案存在变数。
上述研究结论加深了我们对于“制造企业服务创新战略影响竞争优势的作用机制”这一基本问题的理解,对制造企业服务创新、战略管理等研究领域均有一定贡献。本研究对服务创新研究作出了领域。首先,本研究通过严密的理论分析提出制造企业服务创新战略的内涵,并为后续研究提供了可靠的测量工具,这有利于克服现有研究中制造企业服务创新战略概念宽泛、难以观测等问题,并推动定量研究的发展。其次,针对现有研究中对于服务创新战略是否以及在何种情境下更有助于提升制造企业竞争优势尚不明晰、缺乏系统性研究的不足,本研究澄清了服务创新战略对竞争优势的影响效应,并系统地研究不同技术能力以及环境动态情境下制造企业服务创新战略影响竞争优势的关系机制,有利于更深入系统地理解服务创新战略影响竞争优势的作用机制,深化服务创新理论。最后,以往关于制造企业服务创新的研究往往以发达国家型企业、跨国公司作为研究对象,本研究选择新兴经济体的制造企业作为研究对象,丰富了制造企业服务创新研究的情境。
本研究对战略管理领域作出了贡献。近年来战略管理领域学者呼吁应在战略管理中整合顾客视角,从顾客价值创造角度来深入理解竞争优势的来源。研究将服务创新战略视为制造企业所采取的一种顾客价值创造战略,企业能通过服务创新战略为顾客创造超越竞争对手的感知价值和收益获取竞争优势,并且尝试性的探讨了服务创新战略与企业技术能力等资源基础匹配对竞争优势结果的影响机制,并通过大样本实证进行验证,这无疑是对近来战略管理领域出现的需要“整合顾客视角理解竞争优势”观点的呼应,在一定程度上推进了竞争优势理论的发展。
With the trend of service economy and service-dominated competition paradigm, service innovation is increasingly a vital strategic tool for manufacturing firms to cope with dynamic market competition, especially for Chinese manufacturing firms aiming to transform from low cost processing link to high-end link of value chain. However, Chinese manufacturing firms still face a lot of problems in service innovation practice.In theory, researches on service innovation of manufacturing firms have become an important field of innovation management and strategic management, but existing researches simply argue that service innovation strategy is conducive to competitive advantage from the aspects of the characteristics of service and customer value but is not enough for us to understand the theoretical boundary of the relationship between service innovation strategy and competitive advantage. In view of this, we carry out the study exploring how service innovation strategy promotes Chinese manufacturing enterprises' competitive advantage based on the resource-based view, customer value and service innovation theory and so on. Specifically, this study focuses on the following five questions from shallower to deeper:(1) What is the connotation of service innovation strategy? and What is the relationship between service innovation strategy and competitive advantage?(2) How does environment dynamic moderate the relationship between service innovation strategy and competitive advantage?(3) How do technological capabilities moderate the relationship between service innovation strategy and competitive advantage? and How does the environment dynamic moderate the relationship between the fitness of the technological capability and innovation strategy and competitive advantage?
We comprehensively use theory research, exploratory case study, large sample statistical analysis method, combining qualitative research with quantitative research together, to explore the above five problems in depth. Through the above research, this paper comes to the main research conclusions:
(1) Service innovation strategy is a kind of customer-focused strategical decision about how and to what extent to use service innovation to create more value for customer and enhance firm's competitive advantage. In the light of the innovation extent and transformation characteristics of manufacturing firms, it can be divided into incremental service innovation strategy and radical service innovation strategy. Based on the existing research, we design the questionnaire about service innovation strategy and empirically demonstrate the reliability and validity of the questionnaire.
(2) Service innovation strategy is beneficial for firm's competitive advantage. We treat service innovation strategy as a kind of value creation strategy and explore the impact of service innovation strategy on competitive advantage. It is worth mentioning that we divide the competitive advantage into two dimensions, that is, market performance and financial performance, and empirically find that a) incremental service innovation strategy and radical service innovation strategy both are conducive to firm's market performance; b) incremental service innovation strategy and radical service innovation strategy both are conducive to firm's financial performance.
(3) Environment dynamic is an important contextual factor in the relationship between service innovation strategy and competitive advantage. The findings indicate that market turbulence have a significantly positive impact on the relationship between incremental service innovation strategy and competitive advantage, and the relationship between radical service innovation strategy and competitive advantage. And as for the hypothesis that competitive intensity moderates the relationship between service innovation strategy and competitive advantage, we cannot reject it fully. Competitive intensity can moderate the relationship between incremental service innovation strategy and market performance, radical service innovation strategy and market performance, radical service innovation strategy and financial performance.
(4) The effect of service innovation strategy on firm's competitive advantage depends on firm's technological capability. The findings show that manufacturing firms with lower technological capacity will select incremental service innovation strategy and provide comprehensive product supporting service, which enhances product value effectively, and subsequently gains financial and market performance. Whereas for the manufacturing firms owning higher technological capacity, it is necessary for them to implement radical service innovation strategy, so as to gain spillover effects, provide special customer's utility or pleasure for customers and finally establish new competitive advantage.
(5) The technological capability and environment dynamic can jointly determine the relationship between service innovation strategy and firm's competitive advantage. Under the condition of higher market turbulence environment and fiercer competition, the fitness of the incremental service innovation strategy and technological capability is more important influence on market performance, but do not have a significant influence on financial performance. It means that incremental service innovation strategy is more helpful for the manufacturing firms with low technological capability to improve market performance under high dynamic environment. However, in the context of high market turbulence environment, the fitness of radical service innovation strategy and technological capability have a negative impact on both market performance and financial performance. Under a highly competitive environment, the fitness of radical service innovation strategy and technological capability also has a negative impact on firm's market performance. It means that, it is ambiguous that whether manufacturing firms can cope with core rigidity coming from high technological capability, and rapidly develop a service solution in accordance with customers'need under a highly dynamic environment.
The above research deepens our understanding about the mechanism of service innovation strategy on manufacturing firm's competitive advantage, and contributes to the study in the research field of manufacturing firm's service innovation, strategic management and so on. Firstly, we put forward the connotation of service innovation strategy and design the questionnaire which is helpful for empirical research in service innovation strategy research field. Secondly, in view of lacking of the research on the mechanism about how service innovation strategy impact competitive advantage, we clarify the theoretical boundary in the relationship between service innovation strategy and competitive advantage and systematically test the moderating effect of technological capability and environment dynamic. Finally, mostly of the researches on the relationship between manufacturing firms'service innovation strategy and competitive advantage focus mainly on the developed countries, other than the developing countries. Our research on Chinese manufacturing firms can enrich the research context.
Except that, this paper also contributes to the study in the research field of strategic management. Research in the field of strategic management recently tends to combine the customer view to understand firm's competitive advantage. This paper treats service innovation strategy as a kind of customer value creation strategy and test the effect on firm's competitive advantage. The findings suggest that in the shortage of resources manufacturing, firms can take proper customer value creation strategy to contend against the leading firms. So our research provides a valid explanation for the source of manufacturing firm's competitive advantage and to some extent enriches the theory of competitive advantage.
全文综合运用理论研究、探索性案例研究、大样本统计分析等研究方法,将定性研究与定量研究相结合,对上述问题进行了深入的研究。通过上述研究工作,本文得出以下主要研究结论：
(1)服务创新战略作为制造企业经营战略的重要部分,是指制造企业以顾客为中心,做出的在何种程度上、如何运用服务创新为顾客创造更多价值、提升竞争优势的相关决策,依据创新程度不同和制造企业服务转型特征可以区分为渐进式和突破式两类服务创新战略。本研究在已有研究的基础上设计制造企业服务创新战略的测量量表,并通过实证说明该量表具有良好的信度和效度。
(2)服务创新战略对制造企业竞争优势有积极的影响作用。本研究将服务创新战略视为企业的顾客价值创造战略,探索其对竞争优势的影响效应,为了精确区分渐进式和突破式服务创新战略的效果,将竞争优势区分为市场绩效和财务绩效两个维度,通过247家制造企业样本的实证研究发现制造企业服务创新战略的两个维度对竞争优势的市场和财务绩效维度都具有正向影响。
(3)环境动态性是影响服务创新战略与竞争优势关系的重要情境因素。研究结果表明,市场环境动态性在渐进式和突破式服务创新战略与竞争优势关系中均起正向的调节作用。竞争强度的调节作用得到研究结果的部分支持,其对渐进式服务创新战略与市场绩效、突破式服务战略与市场和财务绩效均具有显著的正向调节效应,但对渐进式服务创新战略与财务绩效关系的调节效应不显著。
(4)服务创新战略与不同技术能力匹配对制造企业竞争优势有显著影响；并且服务创新战略与技术能力的匹配对制造企业竞争优势的影响会受到环境动态性的影响。具体来说：渐进式服务创新战略与低技术能力匹配对企业竞争优势的市场和财务绩效维度均具有显著正向影响。突破式服务创新战略与高技术能力匹配,对企业市场和财务绩效均有显著的正向影响。这就是说,对于技术能力较低的制造企业适配性的实施渐进式服务创新战略更有助竞争优势提升,而对于技术能力较高的制造企业,适配性的实施突破式服务创新战略更有助于竞争优势提升。
(5)服务创新战略、技术能力、环境动态性对制造企业竞争优势的影响产生叠加作用。具体而言：市场动态性越高、竞争越激烈的环境下,渐进式服务创新战略与技术能力匹配对市场绩效影响效应越大,而对财务绩效影响不显著。即低技术能力的制造企业在高度动态环境下实施渐进式服务创新战略更有助于市场绩效提升。但是在高市场动态性,突破式服务创新战略与技术能力匹配对制造企业市场绩效和财务绩效均存在负向影响;在高竞争强度的环境中,突破式服务创新战略与技术能力匹配对市场绩效有负向影响。这表明在高度动态的环境下企业能否克服高技术能力带来的“核心刚性”,快速开发出符合顾客需求变化的服务解决方案存在变数。
上述研究结论加深了我们对于“制造企业服务创新战略影响竞争优势的作用机制”这一基本问题的理解,对制造企业服务创新、战略管理等研究领域均有一定贡献。本研究对服务创新研究作出了领域。首先,本研究通过严密的理论分析提出制造企业服务创新战略的内涵,并为后续研究提供了可靠的测量工具,这有利于克服现有研究中制造企业服务创新战略概念宽泛、难以观测等问题,并推动定量研究的发展。其次,针对现有研究中对于服务创新战略是否以及在何种情境下更有助于提升制造企业竞争优势尚不明晰、缺乏系统性研究的不足,本研究澄清了服务创新战略对竞争优势的影响效应,并系统地研究不同技术能力以及环境动态情境下制造企业服务创新战略影响竞争优势的关系机制,有利于更深入系统地理解服务创新战略影响竞争优势的作用机制,深化服务创新理论。最后,以往关于制造企业服务创新的研究往往以发达国家型企业、跨国公司作为研究对象,本研究选择新兴经济体的制造企业作为研究对象,丰富了制造企业服务创新研究的情境。
本研究对战略管理领域作出了贡献。近年来战略管理领域学者呼吁应在战略管理中整合顾客视角,从顾客价值创造角度来深入理解竞争优势的来源。研究将服务创新战略视为制造企业所采取的一种顾客价值创造战略,企业能通过服务创新战略为顾客创造超越竞争对手的感知价值和收益获取竞争优势,并且尝试性的探讨了服务创新战略与企业技术能力等资源基础匹配对竞争优势结果的影响机制,并通过大样本实证进行验证,这无疑是对近来战略管理领域出现的需要“整合顾客视角理解竞争优势”观点的呼应,在一定程度上推进了竞争优势理论的发展。
With the trend of service economy and service-dominated competition paradigm, service innovation is increasingly a vital strategic tool for manufacturing firms to cope with dynamic market competition, especially for Chinese manufacturing firms aiming to transform from low cost processing link to high-end link of value chain. However, Chinese manufacturing firms still face a lot of problems in service innovation practice.In theory, researches on service innovation of manufacturing firms have become an important field of innovation management and strategic management, but existing researches simply argue that service innovation strategy is conducive to competitive advantage from the aspects of the characteristics of service and customer value but is not enough for us to understand the theoretical boundary of the relationship between service innovation strategy and competitive advantage. In view of this, we carry out the study exploring how service innovation strategy promotes Chinese manufacturing enterprises' competitive advantage based on the resource-based view, customer value and service innovation theory and so on. Specifically, this study focuses on the following five questions from shallower to deeper:(1) What is the connotation of service innovation strategy? and What is the relationship between service innovation strategy and competitive advantage?(2) How does environment dynamic moderate the relationship between service innovation strategy and competitive advantage?(3) How do technological capabilities moderate the relationship between service innovation strategy and competitive advantage? and How does the environment dynamic moderate the relationship between the fitness of the technological capability and innovation strategy and competitive advantage?
We comprehensively use theory research, exploratory case study, large sample statistical analysis method, combining qualitative research with quantitative research together, to explore the above five problems in depth. Through the above research, this paper comes to the main research conclusions:
(1) Service innovation strategy is a kind of customer-focused strategical decision about how and to what extent to use service innovation to create more value for customer and enhance firm's competitive advantage. In the light of the innovation extent and transformation characteristics of manufacturing firms, it can be divided into incremental service innovation strategy and radical service innovation strategy. Based on the existing research, we design the questionnaire about service innovation strategy and empirically demonstrate the reliability and validity of the questionnaire.
(2) Service innovation strategy is beneficial for firm's competitive advantage. We treat service innovation strategy as a kind of value creation strategy and explore the impact of service innovation strategy on competitive advantage. It is worth mentioning that we divide the competitive advantage into two dimensions, that is, market performance and financial performance, and empirically find that a) incremental service innovation strategy and radical service innovation strategy both are conducive to firm's market performance; b) incremental service innovation strategy and radical service innovation strategy both are conducive to firm's financial performance.
(3) Environment dynamic is an important contextual factor in the relationship between service innovation strategy and competitive advantage. The findings indicate that market turbulence have a significantly positive impact on the relationship between incremental service innovation strategy and competitive advantage, and the relationship between radical service innovation strategy and competitive advantage. And as for the hypothesis that competitive intensity moderates the relationship between service innovation strategy and competitive advantage, we cannot reject it fully. Competitive intensity can moderate the relationship between incremental service innovation strategy and market performance, radical service innovation strategy and market performance, radical service innovation strategy and financial performance.
(4) The effect of service innovation strategy on firm's competitive advantage depends on firm's technological capability. The findings show that manufacturing firms with lower technological capacity will select incremental service innovation strategy and provide comprehensive product supporting service, which enhances product value effectively, and subsequently gains financial and market performance. Whereas for the manufacturing firms owning higher technological capacity, it is necessary for them to implement radical service innovation strategy, so as to gain spillover effects, provide special customer's utility or pleasure for customers and finally establish new competitive advantage.
(5) The technological capability and environment dynamic can jointly determine the relationship between service innovation strategy and firm's competitive advantage. Under the condition of higher market turbulence environment and fiercer competition, the fitness of the incremental service innovation strategy and technological capability is more important influence on market performance, but do not have a significant influence on financial performance. It means that incremental service innovation strategy is more helpful for the manufacturing firms with low technological capability to improve market performance under high dynamic environment. However, in the context of high market turbulence environment, the fitness of radical service innovation strategy and technological capability have a negative impact on both market performance and financial performance. Under a highly competitive environment, the fitness of radical service innovation strategy and technological capability also has a negative impact on firm's market performance. It means that, it is ambiguous that whether manufacturing firms can cope with core rigidity coming from high technological capability, and rapidly develop a service solution in accordance with customers'need under a highly dynamic environment.
The above research deepens our understanding about the mechanism of service innovation strategy on manufacturing firm's competitive advantage, and contributes to the study in the research field of manufacturing firm's service innovation, strategic management and so on. Firstly, we put forward the connotation of service innovation strategy and design the questionnaire which is helpful for empirical research in service innovation strategy research field. Secondly, in view of lacking of the research on the mechanism about how service innovation strategy impact competitive advantage, we clarify the theoretical boundary in the relationship between service innovation strategy and competitive advantage and systematically test the moderating effect of technological capability and environment dynamic. Finally, mostly of the researches on the relationship between manufacturing firms'service innovation strategy and competitive advantage focus mainly on the developed countries, other than the developing countries. Our research on Chinese manufacturing firms can enrich the research context.
Except that, this paper also contributes to the study in the research field of strategic management. Research in the field of strategic management recently tends to combine the customer view to understand firm's competitive advantage. This paper treats service innovation strategy as a kind of customer value creation strategy and test the effect on firm's competitive advantage. The findings suggest that in the shortage of resources manufacturing, firms can take proper customer value creation strategy to contend against the leading firms. So our research provides a valid explanation for the source of manufacturing firm's competitive advantage and to some extent enriches the theory of competitive advantage.
引文
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