The relationships among network ties, absorptive capacity, and marketing strategy effectiveness

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Science Research Management ›› 2011, Vol. 32 ›› Issue (10) : 135-143.

Ma Hongjia^1,2, Dong Baobao²

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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.

Key words

network tie / absorptive capacity / marketing strategy effectiveness / control variable / hierarchical regression analysis

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Ma Hongjia, Dong Baobao. The relationships among network ties, absorptive capacity, and marketing strategy effectiveness[J]. Science Research Management. 2011, 32(10): 135-143

References

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