市场战略效能(marketing strategy effectiveness)决定了企业战略的价值,因此关于市场战略效能的研究已经成为国外学者关注的热点问题之一。基于网络理论和能力理论,探究了网络联系(network ties)和吸收能力(absorptive capacity)对企业的市场战略效能的影响。在文献回顾的基础上,构建了研究变量的维度及其研究的理论模型,并利用东北地区181份有效问卷进行了实证研究,结果表明,企业的网络联系(技术联系和市场联系)均对市场战略效能有重要的影响;而企业的吸收能力的维度之一市场吸收能力(market absorptive capacity)对市场战略效能的影响显著,技术吸收能力(technical absorptive capacity)对市场战略效能的影响不显著,但随着吸收能力的增强,企业的网络联系对市场战略效能的影响得到加强。最后讨论了本文的现实意义并指出了局限性。
Abstract
Marketing strategy effectiveness has been one of the hot topics with many foreign scholars, since it determines the value of firm strategy to some extent. Based on the network theory and capability theory , the impacts of network ties and absorptive capability on firm’s marketing strategy effectiveness are explored. By reviewing the literature, the dimensions of research variables as well as theoretical model are established, and then an empirical research is conducted using a sample of 181 valid questionnaires surveyed in Northeast China. Results show that firm’s network ties (both technological network ties and market network ties) make significant impacts on marketing strategy effectiveness while one of the dimensions of firm’s absorptive capability-technological absorptive capability makes insignificant impact on the marketing strategy effectiveness. However, with the enhancement of absorptive capability, firm’s network ties make stronger impacts on marketing strategy effectiveness. Finally, the practical implications are discussed and the research limitations are offered.
关键词
网络联系 /
吸收能力 /
市场战略效能 /
控制变量 /
层级回归
Key words
network tie /
absorptive capacity /
marketing strategy effectiveness /
control variable /
hierarchical regression analysis
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基金
国家自然科学基金重点项目"基于资源视角的新企业创建与早期成长机理研究"(批准号70732005);国家自然基金项目"基于中国情境的服务型小企业创业机理研究"(批准号71072020);教育部人文社会科学青年基金项目"创业导向、小企业导向对新创企业竞争优势的影响机理研究"。
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