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如何从创新包容性中获益已成为学者和企业家们共同关注的问题。在创新扩散理论和制度理论的基础上,研究分析了营销资源对创新包容性与企业绩效关系的调节作用,以及市场环境对营销资源作用的影响。238家中国企业的实证结果表明,创新包容性能促进企业绩效。企业的顾客教育能力增强了创新包容性对企业绩效的促进作用,而品牌价值却削弱了两者之间的关系。重要的是,研究发现恶性竞争和市场异质性这两种市场环境对品牌价值和顾客教育能力的作用起着不同的影响,从而揭示了市场环境对创新包容性与绩效关系的高阶调节作用。
How to benefit from the innovative and inclusive has become a common concern of scholars and entrepreneurs. On the basis of innovation diffusion theory and institutional theory, this paper studies and analyzes the regulatory effect of marketing resources on the relationship between innovation inclusion and firm performance, and the impact of market environment on the role of marketing resources. The empirical results of 238 Chinese enterprises show that innovation and inclusiveness promote enterprise performance. The ability of customer education in enterprises enhances the role of innovation inclusion in promoting enterprise performance, while the brand value weakens the relationship between the two. Importantly, we find that the two market environments, vicious competition and market heterogeneity, have different effects on the value of brand and customer education, which reveals the high-level regulatory effect of market environment on the relationship between innovation inclusiveness and performance .