企业竞争战略与知识管理战略动态匹配与共同演化:以李宁公司为例

以演化理论为基础,以李宁公司为案例研究对象,研究中国企业成长过程中的竞争战略与知识管理战略、知识管理能力构建之间的动态匹配与共同演化机制。研究发现:企业竞争战略的改变引起了知识管理战略的相应调整,以及知识管理流程重点和知识管理基础设施的变化;知识的积累和知识管理能力的提升又有助于企业竞争战略转型。     

基于GTM的动态营销能力及路径关系

笔者运用GTM方法研究企业的动态营销能力,通过构建动态营销能力模型发现:动态营销能力主要包括,市场预见能力、市场创新能力、渠道联盟能力、顾客联结能力,以及顾客满意能力五大范畴,其中顾客满意能力为核心。     

从价值提供到价值共创的营销转型——企业与消费者协同演化视角的双案例研究

互联网环境下的企业营销正在逐渐从以产品为核心转向以消费者为核心。尽管现有研究提出了服务主导逻辑与价值共创的思想,但对企业与消费者交易产生的价值提供模式如何转变为企业与消费者合作产生的价值共创模式缺乏理论探讨。本文基于服务主导逻辑和动态能力理论,通过对两家案例企业的比较分析发现:(1)企业与消费者拥有的互补性异质资源构成推动面向价值共创营销转型的资源基础;(2)企业与消费者合作演化形成的协同演化动态能力构成推动面向价值共创营销转型的能力基础,具体由识别资源、共享资源和对接资源3种能力构成;(3)企业与意见领袖、平民化中心两类特殊消费者的协同演化,构成两种营销转型路径:一是与意见领袖合作构建交易媒介,强化普通消费者的能力信任,二是与平民化中心合作构建交流媒介,提升普通消费者的情感信任。由此,本文基于协同演化视角提出了企业营销转型实现机制的理论框架,强化了服务主导逻辑下企业与特殊消费者的价值共创理论研究,并使企业与消费者协同演化动态能力理论在企业营销转型领域得到深化和推进。结论对于互联网环境下企业营销转型实践具有启发和指导意义。     

企业与消费者协同演化动态能力构建:B2C电商梦芭莎案例研究

现有动态能力理论将消费者视为影响企业动态能力的环境因素之一,主要从企业内部视角来探讨企业如何应对外部市场的变化,缺乏从企业与消费者相互影响视角对动态能力的深入研究。本文通过B2C电商企业梦芭莎的案例研究发现,在快速变化的环境中,企业与消费者互动形成的协同演化动态能力构成电商企业动态能力的一种主要形式,由此提出企业与消费者协同演化动态能力的概念模型,认为企业与消费者协同演化动态能力由捕捉消费者变化、适应消费者变化和引导消费者变化3种能力,及被动型和主动型协同演化两个阶段构成。其中,市场环境动荡形成的压力筛选构成企业与消费者协同演化动态能力的构建前提,企业与消费者之间的交互作用构成企业与消费者协同演化动态能力的构建逻辑,信息技术应用构成企业与消费者协同演化动态能力的构建基础,组织学习和消费者学习构成企业与消费者协同演化动态能力的构建机制。这一研究将外部环境与动态能力的关系从单向因果关系扩展为双向互为因果关系,丰富了企业动态能力理论的内涵,对中国B2C电商企业的创新发展具有启发和指导意义。     

关于企业营销动态能力的研究综述

近年来,随着经济全球化程度的提高、技术的发展和消费需求的不断增长,企业面临的市场环境也日趋复杂,如何在竞争激烈的动荡环境中获得和维持企业的竞争优势成为了众多学者们研究的重点。对于企业营销动态能力理论的研究正是为企业如何在动荡复杂的市场环境下获取和维持企业竞争优势的研究课题提供了新的理论依据。本文从营销动态能力的概念、构成维度、形成的影响因素以及与企业绩效的关系几个方面对文献进行了梳理,以期能够完善和深入对营销动态能力理论的研究。     

中国国际化企业能力—战略匹配关系研究:管理者国际注意力的调节作用

在顾客需求多样、复杂动荡的国际市场,中国国际化企业面临的难题是如何凭借快速适应市场的能力构建其战略定位和优势。本研究以中国从事制造业的国际化企业为样本,构建以营销动态能力为企业竞争战略前置影响因素、管理者国际注意力为调节变量的理论模型,实证检验了三者之间的关系。结果显示:(1)营销动态能力的四个维度与企业竞争战略之间存在不同的匹配关系,企业在选择竞争战略时必须注重自身的动态能力基础;(2)管理者国际注意力对营销动态能力与竞争战略之间的关系有着调节作用,尤其对于选择差异化战略的企业来说,管理者国际注意力对能力—战略匹配关系的调节作用更加突出。     

管理者国际化认知对营销动态能力演化影响的案例研究

选取东软集团进行典型案例研究,以公司20年的国际化发展历程为时间脉络,探讨管理者国际化认知与营销动态能力演化过程之间的联系。研究发现,在企业国际化进程中,管理者国际化认知(包括国际注意力和文化智力)是影响营销动态能力形成的重要因素,并影响企业能力演化的能力形成、能力提升和能力转移3个阶段,进而提出了管理者国际化认知与营销动态能力演化过程的作用关系模型。     

基于知识的动态核心能力演化研究——以万科集团为例

知识是企业动态核心能力的基础,企业为保持长期竞争优势,就必须构建基于知识的动态核心能力,本文提出了一个基于知识的动态核心能力演化模型。指出动态核心能力的出现和发展是企业的经营性惯例、学习性惯例、知识说明以及知识编码四种因素共同发展的结果,认为动态核心能力的演化主要是围绕变异、内部选择、传播和保持四个阶段循环进行。然后本文结合万科集团动态核心能力演化发展战略进行案例分析,从而得出有益的结论。     

开放式创新网络中的价值独占机制:打开“开放性”和“与狼共舞”悖论

技术和市场能力相对落后的后发企业在构建全球创新网络过程中不可避免地会遇到两个悖论:权衡开放度(Openness)来获取知识的同时避免知识外泄这一"开放性"悖论;必须与国际领先企业建立连带以获取知识且避免被其破坏自身价值获取的"与狼共舞"悖论。为了解决这两个悖论,本文基于归纳式的案例研究方法,构建了"后发企业从开放式创新网络中价值独占"的理论框架。本文发现,探索式创新网络战略主要通过主导范式设计与因果模糊机制作用于国内市场的价值独占,利用式创新网络战略主要通过因果模糊机制与互补性资产机制作用于国际市场的价值独占。这些结论对开放式创新理论和后发企业追赶理论均有一定贡献,也对中国后发企业有一定启示意义。     

电子商务平台企业的卖家竞争管理与平台绩效——基于VAR模型的动态分析

电子商务平台企业对卖家竞争的管理是影响其能否实现从粗放扩张到可持续发展的核心难题。电子商务平台企业是独立于交易双方主体的第三方,本文从平台第三方的角度切入研究客户管理问题,拓展了客户关系管理研究的二元分析范式。借助双边市场理论、动态能力理论与组织生态理论,在VA R模型基础上分析了卖家竞争的广度和深度对平台企业绩效的动态影响,并探讨了平台企业对双边客户的营销策略如何影响卖家竞争结构。研究结果表明,卖家竞争广度能有效拉动平台企业收入,卖家竞争深度的增加短期内有效但长期却起到抵消效应。此外,针对新买(卖)家的营销策略有独特的效果。本文指出平台企业的长期发展需要对商家竞争进行有效控制,均衡自身和商家的利益。     

Interactive profit-planning systems and market turbulence: A dynamic capabilities perspective

This article describes, theorizes and empirically investigates the concept of interactive profit-planning systems (PPS) through the lens of the dynamic capabilities logic. With this conceptualization: interactive PPS capabilities comprise budgeting, forecasting and results-reporting routines, in which top and middle managers interact to create knowledge for sensing, seizing, and business model reconfiguring (to manage strategic business change). Survey data from 331 Australian firms is analyzed employing partial least squares structural equation modeling. The data provides support for two hypotheses: (1) greater market turbulence strengthens the positive effect of interactive PPS capabilities on business unit performance; and (2) greater market turbulence strengthens the positive effect of flexibility values (of organizational culture) on interactive PPS capabilities. Our findings show that interactive PPS capabilities function according to the salient tenets of the dynamic capabilities logic, and clarify the beneficial roles of formal cybernetic control systems and the intertwined involvement of top and middle managers in using dynamic capabilities.     

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.     

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.     

Catch-up as a Survival Strategy in the Solar Power Industry

We evaluate the strategies of the emerging market firms in the context of nascent industries. We use the Indian solar power industry as the empirical setting, against the backdrop of the evolution of the global industry, While in traditional industries emerging market firms learn from advanced economy multinational enterprises (MNEs) and slowly upgrade their capabilities, in the intensely competitive environment of nascent innovative industries, emerging market firms are exposed to global competition in their home market right from the early years. This shortens their catch-up clock. As a result, their long-term survival depends on their ability to catch-up fast, both in output and innovation capabilities. In the solar power industry, we find that innovations stem, in the main, from advanced economy firms. Further, Chinese firms are beginning to move from cost-based imitation to innovation. In contrast, with a few key exceptions, most firms in the Indian solar industry remain locked within a narrow niche of downstream site-based installation. Their operations are opportunistic, short term, and without specific catch-up goals, a scenario that does not bode well for the industry's future in India.     

Success Traps,Dynamic Capabilities and Firm Performance

Dynamic capabilities (DCs) are fundamental to the understanding of differential firm performance. However, the question remains why some firms are better at developing and applying DCs than others. In particular, successful firms have been warned against the tendency to fall into a success or competence trap, where success reinforces exploitation of existing competences and crowds out exploration of new competences, hindering the development of DCs. Therefore, this study examines the effects of success traps on DCs and consequently firm performance, taking into account firm strategy and market dynamism. To facilitate this, our study also identifies the commonalities of DCs across firms. Drawing on survey data from 113 UK high‐tech small and medium‐sized firms, we find that success traps have a significant, strong negative effect on DCs, which in turn have a weak positive effect on firm performance; DCs are manifested through absorptive and transformative capabilities as two common features across firms. We also find that the development and application of DCs is related to internal factors (such as success traps) rather than external factors (such as market dynamism).     

知识共享与组织绩效:知识驱动的人力资源管理实践作用研究

本文基于知识观.提出并验证了知识驱动的人力资源管理实践的三维结构及知识相关的组织绩效的两维结构,探讨了知识驱动的人力资源管理实践对知识共享和组织绩效的影响作用.实证研究表明:第一,注重胜任力和学习潜力的人员选拔、多样性的培训与开发对知识共享和知识探索性绩效具有显著的正向影响,多样性的培训与开发对知识拓展性绩效具有显著的正向影响;第二,知识共享具有中介作用;第三,知识驱动的人力资源管理实践与知识共享对知识探索性绩效的影响要强于对知识拓展性绩效的影响.本研究结果从现代知识管理的独特视角,对人力资源管理实践影响组织绩效的"黑箱"(Black Box)进行了一次新的有益探索,揭示了知识驱动的人力资源管理实践的作用机理.     

Build-operate-transfer Outsourcing Contracts in Services – Boon or Bane to Emerging Market Vendor Firms?

Build-operate-transfer (BOT) contracting has been widely used in the engineering and construction industry and has recently spread into the service industry domains. Notably, service provider firms from emerging markets, India in particular, are now offering BOT outsourcing contracts in which the client firms are allotted call options, i.e. the right, but not the obligation, to transfer pre-specified assets from the service provider. As such, BOT outsourcing contracts seems to be an interesting contractual novelty that combines the advantages of outsourced and captive offshoring operations. In this paper we investigate under which circumstances a BOT outsourcing contract (i.e. a contract where the client firm exercises its call option) is beneficial, or the opposite, to the emerging market vendor firm. Whether BOT outsourcing contracts are boon or bane to an emerging market vendor basically hinges, we submit, on its internal diffusion of client-specific knowledge and capabilities prior to the execution of the call option.     

Overcoming the liability of foreignness without strong firm capabilities — the value of market-based resources

The concept of “liability of foreignness” — the costs of doing business abroad — has been known and discussed since the mid-1970s. At the core of these discussions is the role that firm capabilities play in overcoming or limiting these costs. This raises the question of how firms with inappropriate, limited or constrained capabilities relative to their host environment overcome the liability of foreignness. This paper focuses on the subsidiaries of “emerging multinationals” and how they manage the demands of a technologically and economically highly developed host country. A host location with sophisticated markets and well-developed institutional infrastructure may be a highly challenging environment for firms that have grown their organizational capabilities in less developed contexts. This paper explores that situation and considers how resources available on the market — for example through supplier inputs — assist subsidiaries to benefit from their presence in a munificent location. Despite the acknowledged limitations of a transaction-based approach, this paper presents evidence that purchasing knowledge provides an accessible strategy for overcoming some liabilities of foreignness.