科研管理

科研管理 ›› 2019, Vol. 40 ›› Issue (1): 113-120.

• 论文 • 上一篇    下一篇

市场导向、资源拼凑与商业模式创新的关系研究

周飞1,2，沙振权3，孙锐1,2   

  1. 1.华侨大学 工商管理学院，福建 泉州362021；
    2. 华侨大学 东方企业管理研究中心，福建 泉州362021;
    3.华南理工大学 工商管理学院，广东 广州510640
  • 收稿日期:2016-04-29 修回日期:2017-06-26 出版日期:2019-01-20 发布日期:2019-01-21
  • 通讯作者: 周飞
  • 基金资助:
    国家自然科学基金（71702060，起止时间：2018.01-2020.12）。

Market orientation, resource bricolage and business model innovation

Zhou Fei 1,2, Sha Zhenquan3, Sun Rui 1,2   

  1. 1. School of Business Administration, Huaqiao University, Quanzhou 362021, Fujian, China;
    2. Research Center of East Management, Huaqiao University, Quanzhou 362021,Fujian, China;
    3. School of Business Administration, South China University of Technology, Guangzhou 510640,Guangdong, China
  • Received:2016-04-29 Revised:2017-06-26 Online:2019-01-20 Published:2019-01-21

摘要： 市场营销导向的概念被认为是战略营销的基石，然而有关市场导向对企业创新的影响效果却一直饱受争议。基于资源建构主义理论，本研究基于反应型市场导向和先动型市场导向的差异，从资源拼凑的视角研究市场导向与商业模式创新之间的关系。研究结果表明：（1）先动型市场导向对商业模式创新有显著正向影响，而反应型市场导向对商业模式创新存在倒U型影响；（2）先动型市场导向和反应型市场导向对资源拼凑均存在显著正向影响；（3）资源拼凑分别在反应型市场导向和先动型市场导向与商业模式创新之间起到了部分中介作用。

关键词: 先动型市场导向, 反应型市场导向, 资源拼凑, 商业模式创新

Abstract: The concept of marketing orientation is considered to be the cornerstone of strategic marketing, however, the effect of market orientation impact on the enterprise innovation has been controversial. Based on the Resources Constructivism Theory, this study based on the difference of responsive market orientation and proactive market orientation, from the perspective of resources bricolage, explore the relationship between market orientation and business model innovation. Research results show that: (1) the proactive market orientation has a significant positive effect on business model innovation, and responsive market orientation has a inverted U shape influence on business model innovation;(2) the proactive market orientation and responsive market orientation both have significant positive influence on resources bricolage;(3) resources bricolage played a partial intermediary role between proactive market orientation and responsive market orientation impaction on business model innovation, respectively.

Key words: proactive market orientation, responsive market orientation, resource bricolage, business model innovation