知识网络嵌入性对企业创新能力的影响研究——基于组织学习的中介作用

从社会网络视角探讨开放式创新下知识网络嵌入性的内涵及其测度,进而提出知识网络结构嵌入性及知识网络关系嵌入性对企业创新能力影响机制的概念模型和基本假设。通过对139家企业问卷调查和实证分析,结果发现:知识网络结构嵌入性中的知识网络规模和知识网络中心性及知识网络关系嵌入性中的知识网络关系强度和知识网络关系质量对企业创新能力有显著的积极影响;组织学习在知识网络结构嵌入性与企业创新能力之间起部分中介作用,在知识网络关系嵌入性与企业创新能力之间起完全中介作用。     

基于顾客关系导向的营销创新策略研究

本文从客户关系管理视角出发,考察了顾客参与及顾客与企业互动在营销创新中的作用,提出了基于顾客关系导向的营销创新策略。这主要包括三个方面,即树立顾客关系导向的战略理念,建立以顾客为中心的内部管理系统,强化与顾客之间的双方互动、实施交互式营销创新。在此基础上,论文运用C保险公司的营销创新实践,对基于顾客关系导向的营销创新策略及其效果进行了简单案例分析。本研究将对我国企业的营销创新实践提供一定的理论借鉴。     

区域创新网络结构对企业创新绩效的影响

随着对区域创新理论研究的深入,目前有关区域创新网络的组织结构和空间网络结构问题成为研究的重点领域。研究区域创新网络结点的交互作用和联结所引致的区域创新网络创新机制,构建区域创新网络结构、企业技术创新行为与创新绩效之间交互作用的概念模型,分析区域创新网络结构对企业技术创新绩效影响的微观机理,揭示区域创新网络结构与企业技术创新之间的协同进化过程。     

董事会断裂带对创业导向的影响——行为整合机制的调节效应

以高阶梯队理论和群体断裂带理论为基础,探索董事会断裂带与创业导向之间的关系,以及影响二者关系的两种重要行为整合机制——董事会成员交叉任期和董事长职能背景广泛性.基于信息传输、软件和信息技术服务业A股上市公司2012~2016年面板数据的实证研究表明:董事会断裂带对创业导向具有负向影响;董事会成员交叉任期和董事长职能背景广泛性对上述关系具有正向调节作用.文章探讨特定行为整合机制下董事会断裂带与创业导向的关系丰富了有关创业导向前因的研究,通过提出并验证交叉任期和董事长职能背景广泛性这两个具体的行为整合机制而丰富了高阶梯队理论,对企业的创业管理实践亦具有重要启示.     

论商业模式的市场营销意义

商业模式理论建立在系统科学基础上,从企业全局出发,通过研究企业各个要素之间的有效整合.提升企业价值创造效率与竞争力.营销理论研究的出发点已经拓展到包括企业内部与外部有关价值创造的各个方面,而这与商业模式理论的全局性出发点已趋向一致.如果从整体角度研究企业营销,那么商业模式正在成为市场营销理论新的核心概念和新的方法与策略.从某种意义上说,商业模式在为持续发展变化的古老而又年轻的市场营销理论带来新的生机与活力,为市场营销理论的发展开创网络时代的新纪元.     

合作网络、知识网络嵌入下企业探索性创新绩效影响机制研究

本文探究创新网络中不同网络嵌入下和网络间的交互关系对企业探索性创新绩效的影响。基于国家知识产权局上2010—2019年间的信息与通信技术制造业企业的专利数据,分别构建企业发明人合作网络和知识网络,并基于结构视角,分析两种网络结构特征对企业探索性创新绩效的影响,以及知识网络密度对上述关系的调节作用。得到以下结果 ：探索性创新绩效与合作网络中心度之间存在倒U型关系,而与合作网络结构洞、知识网络密度具有负向关系;知识网络密度负向调节合作网络中心度对企业探索性创新间的倒U型影响,而会正向调节合作网络结构洞对探索性创新的负向影响。本研究结果为深化创新网络理论提供参考。     

基于CRM导向的知识型企业商业模式创新研究--以小米公司为例

商业模式创新日益成为各个企业建立其核心竞争力,维持可持续盈利的重要战略,知识型企业代表之一小米公司,因其独特的商业模式及创新之处,成为高速成长的主要原因,重视培育用户关系,创新营销模式,倡导用户参与提升价值主张,善用社会化媒体的传播优势,维系企业———用户之间的友好关系,满足顾客的独特消费体验。文章在客户知识管理理论、商业模式及创新理论基础上,以小米公司为研究对象,探析知识型企业商业模式创新之处,为企业进行商业模式创新提供一定具有可操作性的借鉴和参考价值。     

知识共享方式对商业模式创新的影响研究

本文考察了知识共享与商业模式创新之间的关系,并提出了两者之间存在的关系模型。结果表明组织内的知识共享,包括组织内非正式知识共享与正式的知识共享,均可以显著地促进价值创造模式创新,而组织间的知识共享,则对价值主张模式创新、价值传递模式创新和价值网络模式创新有积极影响。这说明企业在进行商业模式创新时应注重知识共享的作用,通过与内外部知识的共享促进商业模式的创新。     

战略导向、网络能力及其交互作用与服务创新关系模型构建

回顾文献发现,以往研究分别探讨战略导向、网络能力对服务创新影响的居多,实践中,二者对服务创新的影响不是独立发生,而是同时存在的。为解决这一问题,本文建立了战略导向、网络能力及其交互作用与服务创新之间的作用关系模型,提出相关命题。研究发现,顾客导向和网络能力、竞争导向和网络能力都存在交互作用,并共同促进了企业的服务创新;而成本导向和网络能力的交互作用会弱化成本导向对服务创新的负向影响,并会减弱网络能力对服务创新的积极影响。因此,在企业的服务创新实践中,既要树立明确的战略导向,又要利用自身网络能力获取嵌入网络关系中的各种资源,这对提升服务创新的成效十分关键。     

营销渠道中的渠道关系、权力使用与投机行为

文章基于营销渠道行为及关系营销理论,以制造商与其经销商之间的关系为研究平台,检验了制造商的关系营销导向以及跨组织私人关系对其使用权威机制以及经销商投机行为的影响。研究结果表明:制造商的关系营销导向对于其使用非强制性权力有显著的正向影响,对其使用强制性权力虽然没有直接影响,但会通过跨组织私人关系(情感性与工具性)产生负向影响;制造商与其经销商之间的跨组织私人关系(情感性与工具性)会抑制制造商使用强制性权力,工具性私人关系会促进其使用非强制性权力;制造商使用强制性权力会加重经销商的投机行为。最后,讨论了研究结果与应用及未来的研究方向。     

Testing interaction effects of the dimensions of market orientation on marketing program creativity

Despite the plethora of research on market orientation, our understanding of how different dimensions of market orientation interact with each other in generating new intelligence for marketing programs is limited. In this paper, we develop and test a model that examines the interaction effects of the three dimensions of market orientation—customer orientation, competitor orientation, and cross-functional integration—on generation of marketing program creativity, composed of novelty and meaningfulness dimensions. In empirically testing such effects, we illustrate how to use two-stage least squares (2SLS) estimation. We find significant positive interaction effects between customer orientation and competitor orientation and between competitor orientation and cross-functional integration in predicting marketing program novelty. We also find that competitor orientation and cross-functional integration significantly and positively interact with each other in improving marketing program meaningfulness. Our empirical results provide implications and directions for market orientation research.     

Improving relationships between sales and marketing: the relative effectiveness of cross-functional coordination mechanisms

ABSTRACT

The importance of effective sales and marketing working relationships is well known and this article examines the effectiveness of various coordination mechanisms used to improve this cross-functional relationship. Six coordination mechanisms are measured to identify their effect on sales and marketing conflict and collaboration, which in turn influence business performance. The results reveal that not all coordination mechanisms are equally effective. Structuring sales and marketing as a single unit and creating cross-functional project teams improve the interface, as do providing opportunities for job rotation and establishing cross-functional meetings. However, employing cross-functional training and co-locating sales and marketing do not influence this working relationship. Finally, reducing conflict and increasing collaboration between sales and marketing is shown to independently, and positively, influence business performance.     

传统零售企业的电子商务模式创新

论文基于网络零售市场的兴起,以提升传统零售企业在线商业竞争力为目标,对于传统零售企业实施网络零售的电子商务模式创新进行研究,具体包括基于传统商业与网络商业相互整合的“O2O”模式、基于网络商业生态系统的“协同生态”模式、基于第三方网络零售平台的“全网营销”和基于破坏性创新理念的“网络商务技术导向”等模式创新.     

Value-Based CRM

One major development within business practice is the increasing interest in customer relationship management (CRM) in recent years. CRM thereby focuses on establishing and maintaining profitable relationships with the customer using modern information technology (IT) and has emerged as a major research field in business and information systems engineering. However, despite huge investments many CRM projects fail to achieve their objectives as the complex and interdisciplinary nature of CRM is not addressed adequately. In fact an adoption of a customer-centric orientation within a value-based management requires not only a cross-functional integration of different business departments but also a selectively adjusted collaboration of those departments.     

Network Marketing Businesses and Chinese Ethnicity Immigrants in Australia

This study adopts two theoretical perspectives, Social Cognitive Theory and Theory of Planned Behavior, to examine a model of network marketing business participation by Chinese immigrants in Australia. A structural equations modeling analysis showed that the social environment within a network marketing organization positively influences the self‐efficacy of Chinese network marketers and their desire to seek opportunities. These factors positively influence the actions undertaken by network marketers, and subsequently, impact positively on their performance outcome.     

Organizational Learning and CRM Success: A Model for Linking Organizational Practices,Customer Data Quality,and Performance

A high quality customer database is a cornerstone of successful interactive marketing strategies and tactics. Based on the notion that customer data quality is not only a technical but also an organizational problem, this study develops and tests an organizational learning framework of the relationship between organizational processes, customer data quality and firm performance. The findings show that high quality customer data impact both customer and business performance and that the most important driver of customer data quality comes from the executive suite. A large portion of the impact of organizational culture on performance is mediated by customer data quality and data sharing. The results support the presence of a hierarchy of effects for enhancing data quality that runs from organizational learning (committed to a shared vision for CRM data), to cross-functional learning (marketing/IT cooperation, marketing/IT integration) to functional learning (data sharing).     

基于改革视阈的零售业营销创新模式研究

后金融危机时代,零售业竞争直面残酷,营销创新是实现其可持续发展的正确选择。零售业的营销创新表现为营销实践探索与理论应用过程,总结西方国家和我国零售业营销改革创新的实践经验及零售业的营销创新的模式,可以探索营销理念创新、发展规模创新、营销管理创新、营销技术创新和营销服务创新等多种模式。必须通过优化创新环境、建立激励机制和制定弹性计划,为零售业的营销创新创造良好的条件。     

Undergraduate Education: The Implications of Cross-Functional,Relationships in Business Marketing–The Skills of High-Performing Managers

ABSTRACT

Like other specialty areas in the business school curriculum, marketing management classes emphasize an analytical perspective and provide students with a valuable set of strategy tools, but fail to come to grips with other facets of the managerial work of marketing-namely, the relational skills that are required for managing across functions, reconciling diverse interests, and creating integrated strategies and customer solutions. By serving as an advocate for the customer at various levels of the organizational hierarchy and across functions, the business marketer must initiate, develop, nurture, and sustain a rich network of relationships with multiple constituencies within the firm and within customer organizations. To effectively perform this challenging interdisciplinary role, a unique set of relationship management skills are required. This article explores the collaborative skills that high-performing managers have mastered and examines the resulting implications for the business marketing course. Recent research is examined that reveals the characteristics of reputationally effective managers, isolates the factors that define effective cross-functional exchange episodes, and details the specific behavior that top-performing account managers employ. By exploring the relational competencies that are instrumental to the work of marketing managers, the business marketing course can fill an important gap in the marketing curriculum.     

Communication Strategies and Marketing Performance: An Application of the Mohr and Nevin Framework to Intra-Organisational Cross-Functional Teams

Communication, and its key role in facilitating teamworking and knowledge management, is at the heart of research designed to understand the best approaches to managing teamwork and integration across functions and business partners. This understanding is necessary to improve the development of new products and services, and improve marketing efficiency. The research framework of Mohr and Nevin (1990) provides an interesting model, relating aspects of channel communication with channel performance, to achieve such improvements. Our model and hypotheses utilises Mohr and Nevin's unique framework as our starting point in examining the impact of communication strategy in intraorganisational cross-functional teams upon their team outcomes. We tested our model by collecting data from 42 organisational teams (237 respondents) and found that the model Mohr and Nevin proposed transfers well to the intra-organisational context. Our main finding supported the relationship between team communication behaviours and team performance. In addition, we found significant differences in this relationship depending upon the nature of the offer created by the industry (tangible good or intangible service) examined.     

Firm competencies on market entry success: Evidence from a high-tech industry in an emerging market

This study explores the effects of three firm competencies, namely, business network, new product development (NPD), and marketing management on market entry success of a high-tech industry in an emerging market. Business network encompasses research and development (R&D) partnership, inter-organizational network, and government relationship (guanxi). NPD consists of R&D capability and product process innovation, while marketing management encompasses distribution channel, promotion, branding, and information management. Using data from 55 biopharmaceutical multinational companies in China, this study applies structural equation modeling technique with confirmatory factor analysis for testing and estimating relationships. We find that only marketing directly influences entry success, whereas the other two yield indirect effects. Our study also suggests the critical role of business network as a prerequisite for entry process. Simultaneously, NPD serves as the driving force of marketing through the creation of product competitiveness.