基于顾客价值的战略营销模式构建

战略营销强调了企业营销管理的市场动态适应性,其目的是通过顾客价值的创造来建立更具优势的市场竞争地位,其本质是通过比竞争对手更好地满足顾客需求来创造价值--顾客价值.探讨了战略营销理论的发展,并基于顾客价值理论,分析并构建一个战略营销模式.     

科研组织的核心竞争力体系研究

应用资源基础理论,系统分析了科研组织必需的关键资源和关键能力,重新探讨了核心竞争力的识别标准,并据此分析了科研组织核心竞争力的构成,提出科研组织的核心竞争力是由战略领导力、人才凝聚力、科教激发力、科研协同力与合作竞争力等构成的完整体系,最后以著名的卡文迪什实验室为案例分析了其核心竞争力体系。     

战略联盟伙伴搜索、战略柔性与突破性创新的关系研究

战略联盟伙伴搜索打破了搜寻范围与知识结构对企业技术发展轨迹的束缚,是企业赢得竞争优势的重要来源。结合创新搜索理论和资源基础观,构建了战略联盟伙伴搜索、战略柔性与突破性创新的理论模型,研究发现:战略联盟伙伴搜索的不同维度对企业突破性创新均有显著正向影响;战略柔性对企业突破性创新有显著正向影响;战略柔性在战略联盟伙伴搜索和企业突破性创新之间起中介作用。     

领先顾客知识管理对产品不连续创新绩效的影响

基于技术采用生命周期的视角,构建了领先顾客知识管理对企业产品不连续创新绩效影响模型,研究了战略柔性在两者间影响关系中的中介作用。利用问卷调查数据实证检验了领先顾客知识管理、产品不连续创新以及战略柔性三者之间的关系。得出如下结论:领先顾客知识管理对产品不连续创新绩效存在正向影响;战略柔性在领先顾客知识管理对产品不连续创新绩效影响中起中介作用。     

城市营销及其公共性价值实现机制的构建

文章阐述了城市营销的缘起,梳理了城市营销的内涵,论述了城市营销的公共性价值取向以及城市营销公共性价值的缺失,指出,城市政府需要以公共利益作为营销的出发点和归宿,对其做出制度安排,建立城市营销公共性价值实现机制：强化城市营销观念,树立全面系统的城市营销观;突出政府在城市营销中的主导地位,提高政府营销能力;充分运用营销策略组合,增强城市营销灵活性;从多元化角度重视城市营销主体的选择,提高城市营销效益;城市营销需要以提升城市核心竞争力为战略方向;等等。     

沉淀冗余、跨界搜寻与高科技企业创新绩效——战略柔性的调节作用

基于资源基础观与路径依赖理论，以高科技企业为研究对象，构建沉淀冗余、跨界搜寻、战略柔性与企业创新绩效的理论模型，利用SPSS23.0和Amos24.0软件进行实证检验。研究结果表明，沉淀冗余与高科技企业创新绩效间存在倒U型关系；技术知识跨界搜寻、市场知识跨界搜寻分别在沉淀冗余与高科技企业创新绩效之间的倒U型关系中发挥中介作用；战略柔性在沉淀冗余对高科技企业创新绩效的倒U型影响中发挥调节作用。结论证实了适量沉淀冗余对高科技企业创新的重要性，有助于弥补沉淀冗余与高科技企业创新绩效关系研究的不足，对企业管理实践具有一定参考价值。     

沉淀冗余、跨界搜寻与高科技企业创新绩效——战略柔性的调节作用

基于资源基础观与路径依赖理论，以高科技企业为研究对象，构建沉淀冗余、跨界搜寻、战略柔性与企业创新绩效的理论模型，利用SPSS23.0和Amos24.0软件进行实证检验。研究结果表明，沉淀冗余与高科技企业创新绩效间存在倒U型关系；技术知识跨界搜寻、市场知识跨界搜寻分别在沉淀冗余与高科技企业创新绩效之间的倒U型关系中发挥中介作用；战略柔性在沉淀冗余对高科技企业创新绩效的倒U型影响中发挥调节作用。结论证实了适量沉淀冗余对高科技企业创新的重要性，有助于弥补沉淀冗余与高科技企业创新绩效关系研究的不足，对企业管理实践具有一定参考价值。     

Information technology and collaboration tools within the e-supply chain management of the aviation industry

This paper investigates strategic actions and grand strategies in the aviation industry. To address this purpose, a review of main strategic change is conducted and information technology is considered as a key factor to identify behaviours of main players. In this context, collaboration emerges as one of the core aspects driving the e-supply chain management. A specific and increasing role is given to e-marketplaces where integration and co-operation seem to be the appropriate competences to create durable competitive advantages. This paper does not attempt to consider the full range of e-tools developed in the aviation industry, but at the same time it highlights the impact of information and communication technologies on customer relations and supply chain management.     

Sources of strategic fit in high-tech firms

This study analyses the concept of strategic fit as a factor explaining organisational performance. We propose that strategic fit should include aspects of environment perception as well as the gap between planning processes and strategic implementation. Studying the firm's capacity to reduce this gap, we identify various organisational capabilities and analyse their relationships. Through managers’ responses from a sample of firms in European high-technology sectors, we find sufficient empirical evidence to affirm that strategic fit facilitates improvement in organisational performance. We also observe that strategic flexibility, real options and organisational learning are sources of strategic fit. So-called learning organisations facilitate generation of options that give the organisation the strategic flexibility needed to achieve fit with the environment. Strategic flexibility is defined in both the adaptive and anticipative sense. Our article thus offers a new perspective to contribute to better understanding of strategic fit and its antecedents.     

Commissioning Design: Evidence from the Furniture Industry

Design is defined as a strategic competency that can be utilized in order to create new objects, artifacts (i.e. products), systems and services, starting with some idea about customer needs. Since the products and services from the design process are of strategic importance to the company, design knowledge itself can become a strategic asset. Although one might expect design to be an internal resource from the point of view of transaction costs, most companies only possess some design competencies and acquire creative design skills from design consultants. The important issue is how they delineate what is strategic and what is not strategic, but skills. The article is based on two case studies from the furniture industry in which the companies have found different solutions. In the paper we therefore explain the differences in terms of the resource-based view on strategy. This indicates different conceptions of design resources, operating in different, but comparable contexts.     

Commissioning Design: Evidence from the Furniture Industry

Design is defined as a strategic competency that can be utilized in order to create new objects, artifacts (i.e. products), systems and services, starting with some idea about customer needs. Since the products and services from the design process are of strategic importance to the company, design knowledge itself can become a strategic asset. Although one might expect design to be an internal resource from the point of view of transaction costs, most companies only possess some design competencies and acquire creative design skills from design consultants. The important issue is how they delineate what is strategic and what is not strategic, but skills. The article is based on two case studies from the furniture industry in which the companies have found different solutions. In the paper we therefore explain the differences in terms of the resource-based view on strategy. This indicates different conceptions of design resources, operating in different, but comparable contexts.     

Fostering new product success through learning competences

Drawing on the resource-based view and the dynamic capability approach, the present paper analyses the effect of learning competences and innovation strategy on new product success (NPS). The study uses a sample of Spanish manufacturing firms. Results highlight that the new product innovation strategy is positively related to NPS and both exploration and exploitation competences. The study also finds that technological dynamism plays a moderator role in these relationships that weakens the effect of innovation strategy on both NPS and exploitation. Finally, it was also concluded that both exploitation and exploration competences not only have a positive and curvilinear effect on NPS, but also compete for scarce resources. This suggests that a balance between exploitation and exploration is needed.     

Creating marketing strategies in new technology markets: A study of the expert system industry

Technological innovation is widely recognized as a major factor influencing competitiveness. This is particularly true i n turbulent and dynamic IT markets. Consequently, the effective strategic management of technological innovation by companies is one route to securing their survival and growth. The focus of the research presented is the evolution of marketing strategies by innovators facing diverse competitive challenges in the expert system market. The study examined the role of strategic marketing i n the commercial exploitation of technology and how this role changes, especially after market launch. What was interesting urm the extent to which suppliers were not only designing new technologies but also creating business applications for the new technology. The acquisition of market know-how to devise end-,user applications was a vital ingredient i n securing a competitive advantage.     

Creating marketing strategies in new technology markets: A study of the expert system industry

Technological innovation is widely recognized as a major factor influencing competitiveness. This is particularly true i n turbulent and dynamic IT markets. Consequently, the effective strategic management of technological innovation by companies is one route to securing their survival and growth. The focus of the research presented is the evolution of marketing strategies by innovators facing diverse competitive challenges in the expert system market. The study examined the role of strategic marketing i n the commercial exploitation of technology and how this role changes, especially after market launch. What was interesting urm the extent to which suppliers were not only designing new technologies but also creating business applications for the new technology. The acquisition of market know-how to devise end-,user applications was a vital ingredient i n securing a competitive advantage.     

Managing offshore outsourcing in the software industry

The objective of this research paper is to investigate the fundamental role of managers in guiding and growing relationships of offshore software outsourcing partnerships. Offshore outsourcing allows businesses to reduce costs, increase shareholder value, gain competitive advantage, decrease cycle time, improve customer loyalty, gain staffing flexibility and increase revenue, and ultimately allows a business to focus on its core competencies. This study provides a strategic analysis on the key advantages and disadvantages between a contracted source vs a wholly owned offshore outsourcing subsidiary. The paper was focused on the dynamics of the management relationship with a look at how culture, language and the legal systems in foreign countries contribute to the overall outcome of offshore outsourcing ventures.     

资源基础理论下的战略人力资源管理

资源基础理论是战略管理理论的最新发展,战略人力资源管理则是人力资源管理理论的最新发展。首先介绍资源基础理论和战略人力资源管理理论,然后将不同的学者关于企业竞争优势的来源问题进行了总结,最后从人力资源与人力资源管理系统相结合的角度出发分析企业的竞争优势。     

基于客户价值的企业市场营销策略研究

企业营销策略的制定是基于企业对客户进行有效的细分.本文通过对客户价值概念的分析,建立客户价值量--客户价值增长性矩阵,从动态角度对客户进行了细分.在此基础上,研究了不同类型客户的特点及对企业营销的影响,提出了针对不同类型客户企业应采取的营销策略.     

制造业服务化何以影响顾客满意度？

以往研究关注了制造业服务化对顾客满意度的影响。但对于服务化战略转型中顾客满意度究竟是如何形成的,受到了哪些关键影响因素的助推,文献并没有做出明确回应。文章基于过往研究成果,对强化顾客满意度的关键助推因素进行了梳理,并以华东、华南、华中等四个省份的210家制造企业为研究对象,采用定量研究方法,检验了其在助推顾客满意度形成中的内在影响作用。研究发现：产品服务系统个性化程度是实现顾客满意度的重要基础,即产品服务系统个性化程度越高,顾客满意度的基础越牢靠；处理顾客变化需求的企业战略动态能力是顾客满意度得以不断维系的重要保证,即处理顾客变化需求的企业战略动态能力越强,顾客满意度越具有保障；员工主动服务客户意识是顾客满意度实现的重要背后支柱,即员工主动服务客户意识越强,产品服务系统交付质量越高,顾客满意度亦将越高。以上研究发现,对丰富制造业服务化战略研究领域的成果具有重要意义,同时也对制造企业如何通过服务化战略转型以强化顾客满意度,进而确保企业高绩效获取亦具有重要现实意义。     

基于客户需求的制造企业服务创新模型与策略研究

制造与服务的融合发展使基于客户需求的服务创新成为制造企业实现服务化转型和价值链升级的必然战略选择。将客户需求划分为产品导向需求、效用导向需求和服务导向需求,在此基础上,构建了包括客户需求挖掘与定位、服务创新资源评价、基于网络资源重组的服务创新、服务创新结果交付、服务创新成果巩固5个阶段及客户全程参与、沟通噪音消除两种支持活动的制造企业服务创新模型,并从营销、合同、定制化、合作网络和可持续发展5个方面给出了制造企业服务创新的具体策略。     

能力柔性与知识管理战略匹配对竞争优势的影响

能力柔性与知识管理战略相互影响形成匹配，对企业战略选择而言，匹配模式及其对竞争优势的影响至关重要。基于匹配及战略管理理论，构建知识管理战略与能力柔性匹配模式，运用独立样本T检验探究匹配对竞争优势的影响。研究发现，能力柔性与知识管理战略存在两种一致性匹配模式，即高能力柔性与积极知识管理战略匹配、低能力柔性与保守知识管理战略匹配。匹配对竞争优势产生积极影响，即高能力柔性与积极知识管理战略匹配能够增强企业灵活性、提升顾客优势、增强创新优势，而低能力柔性与保守知识管理战略匹配更有利于提升顾客优势及创新优势。