跨界搜索对产品创新的影响:外部环境的调节作用
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摘要
随着竞争的加剧和环境动荡性的加速,企业越来越需要通过跨界搜索来发现新的竞争力以实现更高的市场份额(Floyd and Lane,2000)。在这种情况下,跨界搜索的概念也逐渐深入到组织学习、组织战略、创新,以及企业家精神的研究中来。很多研究强调了技术知识的重要性,然而却忽略了市场知识对于企业产品创新的重要性。本文认为企业应该同时开展技术知识和市场知识跨界搜索活动。技术知识跨界搜索主要是通过本地、非本地的信息和知识搜索行为发现新技术、新产品、新业务;追求新知识;试验新方法。市场知识跨界搜索主要是通过更好地理解顾客需求、市场偏好、产品用途和替代模式进行品牌延伸、产品再定位和目标顾客再定位,进而发现创新机会。
     尽管技术知识和市场知识对企业都很重要,但是遗憾地是目前的研究并不能解释在资源稀缺性的限制下,成功的组织如何协调这两种跨界搜索活动。本文认为其中很重要的一个原因是因为之前的研究没有考虑外部环境的影响。然而战略管理规范的一个关键特征就是强调企业的动态环境。之前的研究已经表明组织战略导向,组织学习或者企业家导向的效应都会受到环境的影响,比如,Levinthal和March(1993),以及Lewin等(1999)就认为环境因素比如环境动荡性调节了组织战略导向和创新绩效之间的关系。然而目前却很少有研究从实证上探讨这种调节作用的本质。
     随着中国这个新兴市场变得越来越异质化,两种环境力量,环境动荡性和环境竞争性越来越影响企业的决策和产出(Luo,2003)。作为一个新兴经济体,中国提供了一个特殊的背景来研究组织搜索对创新的影响。环境动荡性是指环境的不稳定性变化的程度,以技术变化,顾客偏好变化,产品需求和供给的变动为主要特征。高动荡的环境往往意味着产品生命周期不断缩短,现有竞争能力不断被淘汰,这时及时推出新产品来替代淘汰产品可能成为企业成功的关键(Kotabe and Swan,1995)。环境竞争性是指企业所在行业的竞争程度,激烈的竞争通常以更多的竞争对手为特征,主要表现为以下几种形式:价格战、更多的广告营销和产品提供、附加的服务以及更多的交易(Porter,1985)。在高度竞争的市场中,价格更加透明,并且有效地受到市场的调节。
     尽管研究组织搜索的文章越来越多,但是对于这种活动的前因后果目前我们并不是很清楚。本文在动态能力和战略管理理论的基础上,探讨了环境因素(包括环境动荡性和环境竞争性)在技术知识跨界搜索和市场知识跨界搜索影响企业的产品创新的关系中的调节作用。研究表明,在高动荡的环境下进行市场知识跨界搜索更有利于产品创新,而在高竞争的环境下进行技术知识跨界搜索更有利于产品创新。通过此解释和验证,本文更加清晰地表明了成功的组织应该如何协调技术知识跨界搜索和市场知识跨界搜索之间的关系,并针对不同的环境条件做出不同的反应。
As the intensities of competition and the acceleration of environmental turbulence, it is necessary for companies to do boundary-spanning search increasingly to find a new competitive advantage to achieve higher market share (Floyd and Lane, 2000). In this case, the concept of boundary-spanning search gradually penetrated into the research of organizational learning, organizational strategy, innovation and entrepreneurship. Though many studies have emphasized the importance of technical knowledge, the importance of market knowledge in product innovation has been overlooked for long. This paper argues that companies should both carry out activities about technical knowledge boundary-spanning search and market knowledge boundary-spanning search. Technical knowledge boundary-spanning search mainly means that through local or non-local information and knowledge search, enterprises discover new technologies, new products and new business, and pursue new knowledge, as well as do experiment with new methods. While market knowledge boundary-spanning search is that enterprises seek for a better understanding of customer needs, market preferences, product usage and alternative models to achieve brand extension, product and new target customers re-positioning, and make opportunities for innovation.
     Despite the technical knowledge and market knowledge are both important for the business, the current study can't explain how the successful organization coordinate the two kinds of search activities in face of the scarcity of resources. This paper argues that one most important reason is that previous studies did not consider the external environment. However, a key feature of the strategic management practices is to emphasize the dynamic business environment. Previous studies have shown that the effects of organizational strategic orientation, organizational learning and entrepreneurial orientation will all be subject to environment. Levinthal and March (1993) and Lewin et al (1999) argue that environmental factors such as environment turbulence moderates the relationship of organizational strategy orientation and the innovation performance. However, there is little empirical research on such a moderating role.
     As an emerging market, China market is becoming more and more heterogeneous, two environment forces, environment turbulence and environment competition increasingly affect the decision-making and production (Luo,2003). As an emerging economy, China provides a unique background to study the impact of organizational search on innovation. Environment turbulence represents the degree of the change of unstable environment, characterized by the change of technology, customer preferences, product demand and supply. High-turbulent environment often means shorter product life cycle, more elimination of existing competitiveness, in these cases, the timely introduction of new products to replace the eliminated products may become the key to business success (Kotabe and Swan,1995). Environment Competition is the degree of competition of the industry, usually characterized by more competitors, mainly in the following forms:price wars, more advertising marketing and product offerings, additional services and more transactions (Porter, 1985). In a highly competitive market, prices are more transparent and effectively regulated by the market.
     At present, although there have been more and more researches on organization search, the causes and consequences of such activities are still not clear. Based on the theories of dynamic capability and strategic management, this paper explores the moderating role of environmental factors (including environment turbulence and environment competition) in the relationship between technical knowledge boundary-spanning search and market knowledge boundary-spanning search and product innovation. Study shows that market knowledge boundary-spanning search is more conducive to product innovation under high-turbulent environment, while in the highly competitive environment, technical knowledge boundary-spanning search is more conducive to product innovation. With this interpretation and verification, the paper clearly shows how the successful organization coordinate the relationship between technical knowledge boundary-spanning search and market knowledge boundary-spanning search, and how to make a different response to different environmental condition.
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