营销能力对企业创新影响的正负效应——兼及对“Christensen悖论”的实证与解释

营销能力对企业创新具有何种影响是理论界存有争论的问题.营销学家认为具有正向影响;Christensen等认为具有负向影响.文章通过重新设计的研究模型和实证研究说明,营销能力对企业创新影响可能存在正向效应,也可能存在负向效应,这要由环境动荡性决定.根据所得结论,处于较低环境动荡性的企业,无论规模大小,只能不断提高营销能力和选择渐进式创新才能获得良好的创新绩效;而处于较高环境动荡性的企业,营销能力对创新会有双重影响效应,采用颠覆性创新是营销能力较弱的企业战胜大企业的一个有效策略.     

Experiential and Informational Knowledge,Architectural Marketing Capabilities,and the Adaptive Performance of Export Ventures: A Cross‐National Study

Knowledge‐based view (KBV) theory posits that the acquisition and use of relevant knowledge is key to understanding organizational performance. However, there is relatively little empirical evidence to support or refute several important propositions underlying KBV theory explanations of organizational performance. In particular, the extant literature has focused on individual technical and scientific components of the knowledge bases of firms in dynamic industries, and largely ignored both different levels of informational and experiential knowledge relevant to the market environment, and the increasingly important context of exporting. Our study addresses these knowledge gaps by developing a framework for export venture knowledge management and empirically examining relationships between different types of individual‐level and organizational‐level knowledge relevant to the market environment, architectural marketing capabilities, and the adaptive performance of export ventures. Using primary data collected in the United Kingdom and China, our study indicates that export ventures' organizational‐level experiential and informational knowledge, and individual‐level experiential knowledge relevant to the market environment, is positively associated with export ventures' architectural marketing capabilities, which are in turn associated with the adaptive performance of export ventures.     

Innovation strategies of Asian firms in the United States

This paper examines the relationship between Asian firms’ technological and non-technological strategies and innovation capability. Particular attention is focused on subsidiaries in the United States (US) with headquarter units in South Korea, Singapore, and Taiwan. Empirical evidence from a sample of 151 subsidiary plants and establishments suggests that Asian firms invest in the US to upgrade their their knowledge base with a view to supporting new product and market-based innovations. The results of an ordered probit regression model of innovation performance suggests that new product development and marketing capability make a significant contribution to increased US patents among Asian firms while applied research is only marginally significant in explaining firms’ innovation capability. The major sources of innovation capability are revolved around a tacit understanding of technology and products than more explicit forms of knowledge. Our empirical findings also suggest that stronger business performance is associated with new product development and marketing capability.     

Internet and SMEs' internationalization: The role of platform and website

Despite the growing trend among small and medium enterprises (SMEs) of utilizing the Internet for internationalization, academic research in this area remains sparse. This paper presents and empirically evaluates a theoretical framework of the effect of Internet capabilities, comprising platform and web capabilities, on export marketing capabilities and export performance for SMEs in emerging markets. Furthermore, we examine the contingencies in this relationship. Based on a sample of Chinese SMEs, our empirical findings indicate that platform and web capabilities are positively related to export marketing capabilities and export performance. Moreover, product complexity and competitive intensity moderate the effects of platform and web capabilities on export marketing capabilities. Additionally, we discuss the theoretical and managerial implications.     

Determinants of innovativeness in SMEs: disentangling core innovation and technology adoption capabilities

This paper studies innovativeness in SMEs from a set of innovation indicators at the firm level, capturing various types of innovation (product, process, organisational, and marketing innovations) and the level of innovativeness in these firm’s developments. The article identifies two separate dimensions in the innovativeness of Spanish SMEs, using factor analysis techniques. One dimension is associated with the capabilities for core/internal innovation and the other with the capabilities for the adoption of technology. The paper shows that significant differences exist in the personal and organisational factors that favour these two dimensions. The entrepreneur’s motivation, business planning, and cooperation in R&D activities constitute significant factors when considering the core dimension of a firechnology adoption. However, the use of external consultancy services seems to have no significant effect on the core dimension of the innovativeness of an SME, whereas it is a relevant factor for its technology adoption. Furthermore, it is shown that the entrepreneur’s education plays a more significant role in the core dimension of a firm’s innovativeness than in its capabilities for technology adoption. Depending on the policy objectives, these differences should lead to the application of specific policy approaches when an attempt to stimulate innovation in SMEs is made.     

SMEs and Marketing: A Systematic Literature Review

This paper presents a systematic review of recent academic literature analysing the role, organization and management of marketing activities in small and medium‐sized enterprises (SMEs). To this end, 310 articles published between 2006 and 2015 in 69 main journals devoted to small firms/entrepreneurship and management/marketing fields were analysed. This review shows that SMEs’ marketing has received great attention in both management and marketing literature in recent years. Findings reveal, on the one hand, the emerging role of networks and information and communication technologies in marketing behaviour by SMEs, and on the other hand a research gap in terms of specific marketing practices. Entrepreneurial marketing has been used as the main conceptual framework in reviewed studies, even if findings overall still point out a distance between the theoretical bases of reviewed contributions and the study of SMEs’ marketing behaviour and practices. Therefore, future research on the role of resources, relationships and networks could benefit from the combination of theories developed within the field of entrepreneurship with other approaches such as the resource‐based view, the dynamic capabilities theory and the Industrial Marketing and Purchasing (IMP) framework.     

Innovation and export performance: a study of Italian high-tech SMEs

The objective of the paper is to examine the influence of innovation measures on the export intensity of Italian high technology small and medium firms. In fact, despite a growing number of empirical studies attempting to guide the approximation of the value of innovation and its relative impact on the export intensity, a distinction between innovation input and output indicators, both internal and external to the firms has not been clearly established. Drawing on the innovation and export management literature, we used a sample of Italian firms operating in the high tech settings within the manufacturing industry (HTSMEs). Applying a 3?years lag time approach, we ran various Tobit regression models. Our empirical results revealed that: (1) R&D employees do positively and significantly impact the export intensity of HTSMEs, whereas R&D expenditures do not; (2) the use of ??Universities?? as external R&D partners has a positive influence on the export intensity of HTSMEs; (3) ??Product innovations?? and the ??Turnover derived from innovative activities?? positively and significantly affect the export intensity of firms in our sample.     

Exploitation Strategy and Performance of Contract Manufacturing Exporters: The Mediating Roles of Exploration Strategy and Marketing Capability

Contract manufacturing exporters (CMEs) receive a meagre share of global value chain returns, primarily because of the mundane and exploitative nature of the activities they perform in their dependency relationships with lead firms. We posit that CMEs can enhance their performance by capitalizing on their exploitation strategy. Exploitation strategy triggers exploration strategy which requires building marketing capabilities for enhanced performance. Based on data from 154 Vietnamese CMEs, we find significant indirect only mediation effects of: 1) exploration strategy between exploitation strategy and export performance; and 2) marketing capability between exploration strategy and export performance. Further, we find significant indirect only serial mediation of exploration strategy and marketing capability between exploitation strategy and export performance. The findings are also supported and contextualized based on illustrative quotes from face to face semi-structured interviews with senior managers of 10 Vietnamese CMEs. The findings suggest that CMEs' that consciously capitalize on the exploitation strategy by seeking exploration opportunities while building their marketing capability exhibit enhanced performance.     

Linking CIO–CMO Communication and Product Innovation via Virtual Customer Environment Engagement: A Moderated Mediation Study

Intuitively, we would expect that CIO–CMO communication plays a minimal role in product innovation performance, because product innovation is primarily driven by firms’ market orientation, knowledge of customer needs and cross-functional integration among marketing, R&D and operations management. In a sharp contrast to this perspective, we propose that CIO–CMO communication increases product innovation performance through enhancing virtual customer environment (VCE) engagement. Such proposed effects are supported by two studies with different samples (i.e. MBA alumni in Study 1 and a representative sample in Study 2) and different performance measures (i.e. subjective ratings in Study 1 and objective sales data in Study 2). Furthermore, the effect of CIO–CMO communication on product innovation performance via VCE engagement is contingent upon two situational factors, namely marketing–IT integration policy and market uncertainty. The effect of CIO–CMO communication on product innovation performance via VCE engagement is positive and significant when marketing–IT integration policy is strong or when market uncertainty is high, but not when marketing–IT integration policy is weak or when market uncertainty is low. Theoretical contributions and managerial implications of these findings are discussed, especially on how managers can capitalize on CIO–CMO communication and VCE engagement to enhance the success of new product innovation.     

The role of small firms in the emergence of new technologies

It is clear from research policy statements throughout Europe and in the USA and Japan that governments are becoming increasingly interested in the well-being of small firms. This is based on a belief in their ability to generate employment, their potential for the industrial regeneration of the so-called development areas and their ability to produce technological innovations. It is to this latter issue—the innovation potential of small firms—that this article is addressed. Further, while most studies of the role of small firms in innovation have been concerned with ‘innovation counts’ and have adopted a rather static approach, we are here concerned with their role in the dynamics of the introduction and diffusion of new technologies, specifically semiconductors and computer aided design (CAD). Moreover, there has in the past been a tendency to emphasize the role of the small firms or the role of large firms in innovation; we reject this rather sterile view and demonstrate the interrelationship between the two. In both areas—semiconductors and CAD—the initial breakthroughs were made in the R&D laboratories of large companies which produced components and equipment for their own use; it was through the actions of new technology-based small firms that these innovations were diffused into more general use. Again in both cases, the basic technological know-how, the entrepreneurs themselves and often the risk capital, derived from the original innovating large companies. Thus, policies that do not take into account the dynamic complementarities between the large and the small clearly are of only limited utility.     

Open innovation and quality management: the moderating role of interorganisational IT infrastructure and complementary learning styles

This study seeks to explain the influence of quality management on the relationship between open innovation and performance. We propose that, to contribute to open innovation performance, an organisation’s commitment to quality improvement must rely on the combination of its own resources and capabilities and its open innovation partners’ resources and capabilities. Specifically, we examine the moderating role of an interorganisational IT infrastructure and the complementarity of learning styles among an organisation committed to quality improvement and its supply network. Using data from 270 managers of European firms, our results show that the negative effects of quality management on open innovation performance can be overcome by complementing the organisation’s learning style with that of its open innovation partner, particularly, its supply network, and, most importantly, obtaining information technologies compatible with those of its supply network members.     

Modelling the effects of institutional support and international knowledge on competitive capabilities and international performance: Evidence from an emerging economy

This paper explores the process through which institutional support initiatives contribute to the international performance of firms from the small open economy of Malaysia. We examine both direct and indirect causal effects of institutional support (informational, training, trade mobility and financial aid-related support) on internationalization. We develop a model to address how institutional support initiatives affect the performance of export-oriented or so-called born global firms. From a survey of 250 firms from Malaysia, an emerging Southeast Asian market, we find that government support initiatives do not have significant impacts on firm performance unless examined based on processes of government support initiatives, international knowledge, commitment, competitive capabilities, and international performance. Government support initiatives play a critical role in export-oriented firms from small open economies (SMOPECs) in emerging markets by contributing to a number of contextual deficits that determine the international performance of a firm. This study provides guidelines for policy makers and business owners on how institutional support can facilitate the accumulation of knowledge about international markets, enhance commitment to exports and help firms gain competitive capabilities in the export market for greater success in international markets.     

Innovation in the Spanish food & drink industry

This article examines the innovative performance of the Spanish Food & Drink Industry (F&DI). Results highlight the ‘evolutionary’ rather than ‘revolutionary’ nature of innovation activities in the Spanish F&DI. However, the adoption of ‘defensive/imitative’ strategies by Spanish F&D manufacturers raises important questions given the current manufacturer-retailer relationship with an increasing emphasis on innovation by food retailers when accepting/rejecting new products. The paper stresses the importance of in-house technological capabilities in innovation performance with a higher probability for Spanish F&D firms to be ‘truly’ innovative the higher their technological autonomy level.     

Dynamic Marketing Capabilities: Toward an Integrative Framework

In recent years, the dynamic capabilities view has attracted attention in the management literature, and theoretical papers note many research challenges. Currently, one of the most significant issues is the role of the marketing function in the development of dynamic capabilities, and some recent discussions have even introduced the new term ‘dynamic marketing capabilities’. The main area of interest is how to achieve a well‐integrated framework to serve as the starting point for empirical papers. Although the most recent research proposes a wide range of processes as possible dynamic marketing capabilities, it is difficult to find consensus among these proposals. To resolve this difficulty, this paper seeks to define the dynamic marketing capabilities construct based on accepted components in the generic dynamic capabilities view. More specifically, it defines the role of dynamic marketing capabilities through absorptive capacity and knowledge management. By identifying these components and relating them in an integrative model, the authors propose to explain how dynamic marketing capabilities work and precisely which marketing processes promote both components.     

On How Firms Located in an Industrial District Profit from Knowledge Spillovers: Adoption of an Organic Structure and Innovation Capabilities

The canonical approach argues that firms located in industrial districts enjoy advantages for both innovation and performance as a consequence of the exceptionally strong knowledge spillovers that flow freely and spontaneously within them. However, diffusion of shared competences is not as easy and free as postulated in the literature. Using the resource‐based view, we study whether clustered firms perform better than non‐clustered firms, by providing empirical evidence that location of firms in an industrial district does not directly create innovation capabilities or economic rents. This research question is important because it enables us to better understand how firms benefit from this external knowledge flow, both to create advantages in technological innovation and to obtain superior organizational performance. To stand out in capabilities that are often localized at the centre of the same industrial district, a firm needs to develop a learning internal micro‐environment capable of better absorbing localized knowledge spillovers. In particular, the organic form is revealed as a configuration well suited to combining structural flexibility with the productive flexibility offered by the district and to strengthening technological innovation capabilities, thus improving organizational performance.     

EXPORT‐PLATFORM FOREIGN DIRECT INVESTMENT

A poorly understood empirical phenomenon is export‐platform affiliate production (EP), particularly for sale in third countries rather than in the parent or host countries. We develop a three‐region model, with two identical large, high‐cost countries (collectively called North) and a small, low‐cost country (South). The large countries each have one firm. Our theory section analyzes the conditions under which one or both of these firms uses the South to produce for (a) export back to the parent (home‐country EP), (b) export to the other large country (third‐country EP), or (c) export to both (global EP). A free‐trade area between one of the northern countries and South can lead to the insider northern firm choosing home or global EP and the outsider firm choosing third‐country EP for a range of parameter values. Our empirical section shows the relevance of this outcome. Foreign manufacturing affiliates of US multinationals inside North America concentrate on home‐country EP while affiliates inside Europe concentrate on third‐country EP. (JEL: F12, F23)     

Inter‐organizational Cooperation and Environmental Change: Moderating Effects between Flexibility and Innovation Performance

The paper investigates the moderator effect of inter‐organizational cooperation in the relationship between workplace flexibility and innovation performance. This research question is important because innovation is dependent on the strategic integration of technological knowledge, requiring organizations to acquire new capabilities rapidly or to ensure the presence of knowledge that may be beyond existing internal capabilities. Inter‐organizational cooperation constitutes a relevant mechanism for a firm to increase its knowledge base concerning new products and processes. High‐cooperation firms may have more opportunities to take advantage of flexibility for innovation performance because it facilitates the access and dispersion of knowledge within the firm. We test the research hypotheses in a sample of manufacturing and service firms. The results contribute to the literature on flexibility and innovation because they demonstrate that inter‐organizational cooperation moderates the relationship between flexibility and innovation performance. We discuss the implications of these results for future research and managerial practice.     

Emerging Market Multinational Companies and Internationalization: The Role of Home Country Urbanization

We develop a multilevel theoretical framework for investigating the role of home country urbanization for emerging market multinational companies' (EMNCs) international expansion. We propose that more urbanized home environments directly increase EMNC's proclivity to internationalize and moderate the effects of firm intangible and tangible resources. The empirical counterpart studies 592 EMNCs from 18 different countries in 2010 and an unbalanced panel of a subsample of these firms over the period 2006–2010. Our hypotheses are confirmed in both datasets. We find that while urbanization complements firm financial resources when expanding abroad, it appears to substitute to some extent for internal R&D capabilities. Our findings further our understanding of the drivers of internationalization of EMNCs.     

Governance,boards and value co-creation: Changing perspectives towards a service dominant logic

In this multidisciplinary and conceptual paper, we use insights from new and challenging developments in the management and marketing literature to inform corporate governance research. We shed light on the role of governance and specifically boards of directors in value creation in small and medium enterprises. While corporate governance research mostly tends to emphasise the role of governance mechanisms such as boards in the protection and distribution of value, our research problematises such a narrow view and (re)conceptualises their role in value co-creation. By exploring the role of boards as resource integrators within a wider service ecosystem, we propose novel ways in which boards can become integral to firms’ value creation processes. In doing so, we develop a new logic for framing the boards’ tasks and suggest new directions for corporate governance research and practice. We apply an empirical conceptualisation strategy in order to make our findings more accessible.