后发企业营销能力对颠覆性创新的影响机制

颠覆性创新逐渐成为后发企业的一种重要战略选择。基于动态能力理论，探讨后发企业由内而外和由外而内两种战略导向下营销能力对颠覆性创新的影响机制，构建营销能力以组织敏捷性为中介影响颠覆性创新的研究模型，进一步分析后发企业认知合法性的调节作用。以中小型科技创新企业为调研对象，并对191份有效问卷进行实证检验发现：后发企业由外而内营销能力对组织敏捷性具有显著正向影响，由内而外营销能力对组织敏捷性存在倒U型影响；组织敏捷性在由内而外和由外而内营销能力与颠覆性创新间发挥了部分中介作用；认知合法性正向调节了由外而内营销能力与组织敏捷性间的关系。

Research on the Influence Mechanism of Marketing Ability on Disruptive Innovation

Disruptive innovation has gradually become an important strategic choice for latecomer enterprises. Based on dynamic capability theory, this study explores the influence mechanism of marketing ability, from outside-in and inside-out strategic orientations, on disruptive innovation, and constructs a research model of marketing ability that influences disruptive innovation through organizational agility as an intermediary, and further analyzes the moderating role of cognitive legitimacy in latecomer enterprises. Empirical test data derived from 191 SMEs in science and technology innovation. The results show that outside-in marketing ability has a significant positive impact on organizational agility, while inside-out marketing ability has an inverted U-shaped effect. Organizational Agility plays a partial mediating role between outside-in, inside-out marketing ability and disruptive innovation. Cognitive legitimacy positively moderates the relationship between outside-in marketing ability and organizational agility.