市场知识管理与营销动态能力构建——基于天津奥的斯的案例研究

在回顾市场知识管理理论及营销动态能力理论的基础上,运用规范的案例研究方法,以天津奥的斯公司为研究对象,通过单一案例研究方法系统构建了企业市场知识体系,以及市场知识管理的"GDR循环模式",并深入分析市场知识管理对企业营销动态能力构建的影响机制,归纳提炼出基于市场知识管理的营销动态能力构建模型。     

How can David orchestrate resources to enhance firm performance? A dynamic approach to coping with resource constraints

Given that the possession of abundant resources does not always guarantee superior firm performance, this study proposes a dynamic approach to enhancing firm value. Building on the resource orchestration thesis, we investigate how firms facing resource constraints enhance their capabilities over time by orchestrating resources and how this resource orchestration can play a role in improving firm performance. Using the dynamic perspective, this study identifies four resource orchestration modes, which are specified based on how a given firm dynamically allocates its resources to technology (enacted by R&D activities) and marketing (enacted by advertising activities). Accordingly, we claim that firms with resource constraints can enhance their performance by escalating or altering their resources over time. To test our hypotheses, we used a sample of 4078 small and medium-sized enterprises in manufacturing industries between 1984 and 2018. We found that focus escalation for technology positively affects firm performance, captured by Tobin's q, and that focus alternation toward either technology or market is positively related to firm performance. Finally, we discuss the theoretical and practical implications of our findings.     

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.     

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.     

Dein Markt,das unbekannte Wesen: Zum Umgang mit Marktunsicherheit als Kern des Entrepreneurial Marketing

Even if marketing in the entrepreneurial context has been regarded as a central issue, knowledge about the characteristics of marketing in venture and growth phases of firms is still scarce in both the entrepreneurship and the marketing literature. With regard to current research results on market uncertainty in the entrepreneurial context, this article proposes a characteriziation of entrepreneurial marketing as a management function that has the task of coping with and thereby controlling uncertainty in entrepreneurial situations. To this end the discussion draws on the cognition-based concept of effectuation in order to show how this control-based logic adds value in coping with liabilities of new firms as opposed to its complement, prediction-based causal logic.     

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.     

From social capital to entrepreneurial orientation: The mediating role of dynamic capabilities

This paper analyzes how social capital and its three dimensions—structural, relational, and cognitive—affect entrepreneurial orientation through dynamic capabilities. We specifically analyzed the effect of each dimension of social capital on firms' entrepreneurial orientation and the mediating effect of dynamic capabilities to explain these relationships. This study was conducted on a sample of firms in the Spanish agri-food industry. The results of the empirical analysis show that dynamic capabilities are generated by firms' social capital. Dynamic capabilities lead relational and cognitive social capital to develop a higher entrepreneurial orientation. The negative effect of structural social capital can only be countered if firms build and develop dynamic capabilities.     

How market entry order mediates the influence of firm resources on new product performance

Building from the resource-based view of the firm and the first-mover advantage literature, this paper asserts that the entry order in a new product-market affects how the firm's resources and capabilities influence the product's performance. This proposition is tested on a sample of 136 product launches by Spanish manufacturing firms. The empirical analysis reveals that firms with superior managerial and R&D resources achieve superior new product performance when an early-entry strategy is adopted. Manufacturing resources also contribute positively to the success of new products, but this effect is weakened by the difficulties and inconveniences that firms with advantages in operations face when they attempt to pioneer a new market. The results regarding the influence of marketing resources on new product performance are not conclusive.     

Reconsidering ordinary and dynamic capabilities in strategic change

Dynamic capabilities research explains the ability of firms to respond to dynamic environments by reconfiguring inert and insufficiently flexible ordinary capabilities. However, more recent research ascribes the routines that constitute ordinary capabilities the ability to evolve endogenously. This study aims to develop dynamic capability research by increasing our understanding of the relations between and the roles played by ordinary and dynamic capabilities in producing purposeful responses to environmental dynamism. Drawing on longitudinal, qualitative data, we show how ordinary capabilities make important contributions to organizational responses to dynamic environments. Our findings pose challenges to key assumptions of extant dynamic capabilities research and allow us to explicate new roles for ordinary and dynamic capabilities, thus advancing the understanding of the relation between dynamic and ordinary capabilities and advancing understanding of one of the central issues in dynamic capabilities research: firms’ capacity to respond to changing environments.     

The Evolving Firm: How Dynamic and Operating Capabilities Interact to Enable Entrepreneurship

In this study, we expand our understanding of firm evolution by focusing on how operating and dynamic capabilities interact through endogenously led changes. The focus on endogenous change complements the current emphasis in the literature on how dynamic capabilities help firms cope with the risk of core rigidities following an exogenous shock. Our comparison of two collaborating firms shows that, at the operating capability level, firms build absorptive capacity in value networks during their product development experiences and this learning needs to be captured at the product portfolio planning level. When this learning is captured and transformed, product portfolio planning acts as a dynamic capability reconfiguring operating capabilities based on beliefs about follow-on entrepreneurial opportunities. Under conditions of endogenous change, dynamic capabilities are guided by a proactive entrepreneurial logic, complementing the need for reactive adaptive responses in circumstances of exogenous change. A key implication is that dynamic capabilities have a more expansive and critical role in the adaptation of firms than previously considered. Our theorizing shows how interactions between dynamic and operating capabilities build the adaptive capacity of the organization.     

私人关系对投机行为的抑制作用何时更有效？——传统文化与市场经济双重伦理格局视角的研究

现有研究发现边界人员私人关系能够抑制渠道投机行为,但对于如何增强以上治理效果的研究仍十分有限,尤其缺乏本土语境下的研究。本研究遵从双重伦理格局,即传统文化伦理和市场经济伦理的引导,依据制度理论和渠道治理理论,分别在企业外部制度环境和企业内部管理要素层面,探索私人关系抑制投机行为的有利情境。通过收集双边匹配一手调查数据以及二手数据对研究假设进行实证检验,研究发现,在受儒家思想影响较深、市场化水平较高的地区以及在企业领导对边界人员支持力度较大的企业中,私人关系抑制投机行为的效果会增强。随着市场化水平的提高,儒家思想影响增强私人关系对投机行为抑制作用的效果愈发明显。本研究为双重伦理格局对私人关系抑制投机行为效果的影响提供了经验证据,回应了与私人关系治理机制相关的学术争论,有助于丰富本土语境下的渠道治理机制研究。     

厂商动态竞争性差别定价和竞争优势实现——基于消费者寻求多样化购买行为的分析

随着信息技术的发展,厂商可以根据消费者的历史购买信息实施差别定价.该文主要研究相互竞争的厂商基于消费者的购买历史实行差别定价的本质特征和形成机制,以及实施这种定价策略能否在竞争中获取竞争优势.分析结果显示,在竞争性差别定价均衡中,消费者寻求多样化购买是厂商实施差别定价的内在原因,厂商在第2期通过给予价格优惠吸引消费者重复购买,对忠诚的消费者给予奖励,并在第1期弱化竞争,导致两期竞争存在"默契合谋",消费者寻求多样化购买成为竞争厂商利润的源泉;如果厂商能够比竞争对手率先实施差别定价的营销策略,那么就能在竞争中获取优势.另外,清晰地刻画了竞争性差别定价均衡存在且唯一的充分条件.该文的研究结果可以很好地解释现实经济中许多厂商的定价竞争策略行为,对于厂商的产品营销战略具有重要的指导意义.     

Firm capabilities and export performance of small firms: A meta-analytical review

Despite its importance, there is no clear understanding of the impact of small firms’ capabilities (networking, innovation, and marketing) on their export performance. This article attempts to address this issue with a meta-analysis of 74 recent empirical studies comprising 76 independent samples and covering more than 30 countries. We found that innovation, marketing, and networking capabilities positively influence export performance of small firms. However, the context-dependent nature of these relationships demands a more fine-grained examination. The variations in the ES of these relationships are explained by the role of external business environmental factors prevailing in the country of origin of the firm (developing/developed country and individualism/collectivism culture). We examined the divergent results provided by empirical studies using the moderator analysis. The findings of this article shed light on the role of small firms’ capabilities in enhancing export performance in different contextual settings.     

Introduction to the Special Issue on Marketing and Operations Management Interfaces and Coordination

In this special issue, the contributing authors address several emerging marketing and operations interface problems and develop innovative approaches for solving them. Specifically, by explicitly modeling active consumer behavior under different pricing schemes, the papers in this special issue examine how firms can coordinate their marketing and operations to improve their competitiveness and profit. The papers also provide insights on how to develop and operate new and innovative market mechanisms.     

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.     

Leveraging tacit knowledge in alliances: The importance of using relational capabilities to build and leverage relational capital

Effectively managing existing tacit knowledge stocks and transferring knowledge between partners contributes to firm capabilities that allow them to differentiate their goods and services from those of their competitors. Because it also helps them to provide greater value to customers, it contributes to the development of a competitive advantage. In highly competitive industries, firms need to focus on proactively managing their knowledge resources to ensure survival. However, the knowledge management process is at times complex especially because of the difficulty involved in conveying tacit knowledge. Due to its latent potential for enabling firms to achieve potential competitive advantage, how firms utilize and transfer stocks of tacit knowledge requires enhanced understanding. In specific, we explain how firms use relational capabilities to build relational capital with partners. In turn, relational capital facilitates the transfer of tacit knowledge between collaborating partners. We develop several propositions regarding the factors likely to influence the transfer of a firm's tacit knowledge resources in strategic alliances. The importance of social capital's relational dimension, relational capital, in this process is highlighted.     

Complex technological capabilities in emerging economy firms: The role of organizational relationships

Formal organizational relationships are important sources for capability building in emerging economy firms eager to move up the value chain. We examine how access to valuable knowledge available to firms via organizational relationships creates learning opportunities necessary for the development of complex technological capabilities. Using a sample of 852 observations of emerging economy firms from the Indian software industry between 1992 and 2000, we find that developing strong domestic intra-organizational relationships, through affiliation with a moderately diversified business group or operating in a related industry, promote more complex technological capabilities. In the case of foreign inter-organizational relationships, we find that greater foreign client contact enhances the complexity of firm technological capabilities. However, accessing knowledge from domestic inter-organizational relationships appears to hinder the development of firm complex technological capabilities. An interesting result from our research was that having greater access to knowledge from foreign intra-organizational relationships, embedded within foreign subsidiaries, did not lead to the development of complex firm technological capabilities. The results of our study highlight that for emerging economy firms wanting to improve their complex technological capabilities, there may be diminishing benefits to learning from and acquiring knowledge available within specific types of formal organizational relationships.     

动态能力的测量与功效:基于中国经验的实证研究

本文通过理论分析初步界定了测量动态能力的6个维度。为了验证此评测体系的科学性和实用性,本文对国内29家企业的高层管理者进行了半结构性访谈,并在探测性检验的基础上将动态能力的测量维度调整为市场潜力、组织柔性、战略隔绝、组织学习与组织变革5个方面。最后通过大规模的问卷调查,基于363份有效样本,对我国企业动态能力的制约性因素,以及它对企业绩效的贡献进行了检验,结果表明,动态能力在一定程度上受到经济结构的影响,在动态能力对企业绩效的有限的贡献中,不同能力因子的作用存在一定的差异性。     

Employability skills for future marketing professionals

This study investigates how digital transformation has disrupted the marketing career path by analysing the most in-demand marketing skills and identifying opportunities for future marketing professionals. Through a content analysis of job advertisements and a cross-country survey of marketing professionals, the study proposes a framework defining the skillset required of marketing professionals to start and move forward in their career. The study identifies five employability skill categories and 29 skills and capabilities. The relevance of such categories is also analysed across lowly and highly digitalised firms. This research contributes to the debate on the employability of new graduates and provides useful directions to universities, tertiary education institutions, and companies to support the marketing talents of the future.