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知识资源被认为是促进创新的关键性战略资产,但现有研究对于如何借助营销能力将其转化为创新绩效的关注较为欠缺,3者间的作用机制并不明晰,同时缺乏从提高营销能力视角下对知识获取方式与探索、开发过程的研究。基于组织双元理论,构建了知识获取方式、营销能力适应性过程与创新绩效关系的理论模型,并以294家制造型企业为样本开展实证研究,结果表明,内部知识共享和市场知识获取对创新绩效产生了直接的正向影响并通过营销探索和营销开发的中介作用产生间接影响;其中营销探索发挥了更为显著的中介效应,营销探索和营销开发2种适应性能力显著提升了创新绩效。
Knowledge resources are considered as the key strategic assets to promote innovation. However, the existing research lacks attention on how to translate them into innovative performance through marketing capabilities. The mechanism of action among the three is not clear, Under the knowledge acquisition and exploration, development process of research. Based on the theory of organizational dualism, a theoretical model of the relationship between knowledge acquisition methods, marketing adaptability process and innovation performance is constructed. An empirical study on 294 manufacturing enterprises is carried out. The results show that internal knowledge sharing and market knowledge acquisition have great influence on innovation Which has a direct positive impact on performance and has an indirect impact through the intermediary role of marketing exploration and marketing development. Marketing exploration has played a more significant mediating effect. The two adaptive capabilities of marketing exploration and marketing development have significantly improved innovation performance.