Strategic paradigms as a frame of explanation of innovations: a theoretical synthesis

Innovation has mainly been analysed as a rather narrow phenomenon. This has been an obstacle to a more operationally useful understanding of innovation processes. Two main approaches to explain innovation exist, namely economic innovation theory and the theory of entrepreneurship. Both are criticized in the article, the economic innovation theory for being based on a technological reductionism, the entrepreneurship theory for being based on an individualistic determinism. The two theories have not been coordinated to form a more comprehensive synthesis. The concept of technological paradigm within the economic innovation theory and the concept of entrepreneurial networks within the entrepreneurship theory mark some improvement in establishing a broader understanding of innovation, but have not yet been synthesized. The idea of paradigms is used in the article for a broader, synthesizing conception of innovations as being determined by shifts in strategic paradigms. A theoretical model of factors causing shifts in the strategic paradigm is set up.     

Nonprofit marketing: the key to marketing's ‘mid‐life crisis’?

This paper examines the use of marketing exchange theory in the nonprofit sector and argues that current mainstream marketing theory is ill equipped for such use. It is argued that this is due to its continued reliance on neoclassically derived assumptions of human behaviour, resulting ina dominant instrumentalist exchange paradigm. As the basis of this is individual rather than socially determined utility maximisation, achieved exclusively through the medium of exchange, it can be seen as inappropriate for application to this sector. Finally, the paper proposes that emergent, alternative nonexchange behaviours such as one‐way transfer and expressive behaviour, sit more naturally within a post‐Keynesian paradigm. It is suggested that this could be adopted by nonprofit marketing. In this sense nonprofit marketing could start to drive theory development in mainstream marketing rather than, as is too often the case, the other way round. Copyright © 2001 Henry Stewart Publications     

Sport-based entrepreneurship: towards a new theory of entrepreneurship and sport management

The entrepreneurship and sport management disciplines have grown significantly in the past decade. Sport is an entrepreneurial process as innovation and change are key elements of sport. The aim of this paper is to develop a theory of entrepreneurship in sports management by investigating the relationship between entrepreneurship and sport. The rapidly growing and developing sport marketing discipline provides a basis in which to understand how entrepreneurship occurs through innovation, proactiveness and risk taking activities. This paper discusses the connection between the entrepreneurship and sports management fields and argues that there needs to be more integration with the two fields of study and traditional entrepreneurship theory. A theory of sport-based entrepreneurship is developed and different types of entrepreneurship that occur in sports management are examined. Suggestions for future research and implications for practitioners are discussed.     

基于4Cs营销理论的会议营销创新

会议营销是以保健品为代表的众多产品所选择的一种新营销模式。本文以4Cs营销理论为基础,分析了会议营销在实践中所具有的优势和存在的问题,有针对性地提出了会议营销创新的方法。     

基于顾客视角的品牌资产研究综述及展望

随着市场营销理论的发展,品牌资产研究也不断深入。4C理论的兴起影响了顾客视角品牌资产的研究,关系营销的兴起又使得顾客视角的品牌资产研究从认知范式转向关系范式,跨学科研究使得更多研究者运用其他学科理论研究顾客视角品牌资产,中国学者对顾客视角的品牌资产进行了跨文化检验和本土化研究,但目前在网络经济等领域中,品牌资产研究依然存在着不足。     

不确定环境下的创业导向、创新和营销能力演化——基于河北BS型材公司的案例研究

营销能力是战略营销理论研究中的一个重要方面,对转型期的中国制造业企业营销能力的研究具有十分重要的理论意义和现实意义。本文通过对河北BS新型建材有限责任公司的个案研究,认为在不确定环境下,创业导向是营销能力的关键驱动因素,组织只有通过创新才能够促使营销能力不断演化。在营销能力演化的过程中,组织必须不断地投资,不断地为组织输送新鲜血液,并通过营造组织的学习气氛,从而达到优秀和卓越。     

论新制度经济学与市场营销理论创新

文章在分析和讨论市场营销理论发展沿革的基础上,试图运用新制度经济学理论揭示其变迁的内在动力,从而对营销理论的发展创新做出推论。     

Problem shifts and market research: The role of networks in business relationships

This article discusses changes in approach to the study of business relationships, and sees the paradigm concept as constituting an inadequate basis for describing gradually evolving changes in the perception of business. The frequent references to paradigms appear to focus more on state aspects than on change aspects of theory building. The article attempts to trace some of the changes in the perception of markets preceding the emergence of network theories, and relates the presence of an interactional approach to business studies to the concept of problem shifts (Lakatos). The development of interactional approaches in marketing is seen as representing a shift away from theory building commonly found in economics and organizational theory. Changes in the approach to the study of business relationships are interpreted as theoretical or empirical problem shifts, and are thus related to the a priori and a posteriori relevance of the continual evolution of alternative business theories. The article explores some of the epistemological relevance of the network theories to the study of market relationships, and the potential impact on continual changes in approach to the study of markets.     

大客户营销制胜之道

文章针对工业品大客户营销的特点,在综合营销理论和多年的工业品营销实践基础之上,提出了广开渠道,捕捉信息;注重细节,创新营销;搭建网络,利用团队;抓住机遇,促成交易的4大制胜法宝,具有较强的可操作性,对于从事工业品营销的一线人员具有较好的借鉴和启发意义。     

Understanding the main drivers of value creation in an open innovation program

Innovation has been identified as the single most relevant element in fuelling corporations’ competitive advantage and ultimate value creation. Corporations no longer rely on a single, linear structure of innovation; the new paradigm of open innovation opens up new possibilities of organizing innovation within the ecosystem, thus giving rise to new drivers for value creation. These value drivers have an impact on the strategic position of the firm and have the ability to create superior financial performance. In this paper we explore the close relationship between open innovation and value creation and propose a framework to analyze this process as well as the most critical elements involved.     

对我国目前供求结构矛盾的分析及建议-市场功能运行规律的运用

从市场功能运行规律的角度,分析了我国目前供求结构性矛盾,提出了充分运用市场功能运行规律,建立和完善统一开放的市场体系,进一步加快国有企业改革,创造公正平等的竞争秩序,优化市场组合布局的相关建议.     

供应链企业间合作创新--合作营销

简述了供应链企业合作创新的动机，合作营销的内涵及供应链企业合作关系与合作方式的发展；描述了企业合作的需求与满足状况及企业合作创新理论与模式的不同分类；最后进行了实证研究。     

Innovation for Inclusive Growth: Towards a Theoretical Framework and a Research Agenda

Inclusive innovation, which we define as innovation that benefits the disenfranchised, is a process as well as a performance outcome. Consideration of inclusive innovation points to inequalities that may arise in the development and commercialization of innovations, and also acknowledges the inequalities that may occur as a result of value creation and capture. We outline opportunities for the development of theory and empirical research around this construct in the fields of entrepreneurship, strategy, and marketing. We aim for a synthesis in views of inclusive innovation and call for future research that deals directly with value creation and the distributional consequences of innovation.     

企业国际营销能力对管理创新的作用机制研究——以海信为例

营销能力是企业创造顾客价值获取竞争优势的重要能力,管理创新亦是企业不断改进企业流程以应对动荡国际环境的有力手段。本研究在回顾营销能力、管理创新和企业国际化相关理论的基础上,构建了企业国际营销能力对管理创新的作用机制模型,并以海信集团国际化经营为典型案例,探讨了在企业国际化经营过程中,不同形式的营销能力对企业管理创新的作...     

基于顾客价值的服务企业营销策略创新

随着顾客价值理论思想的建立,市场营销出现了从顾客角度看待产品和服务价值的观念。尤其对服务企业而言,顾客价值是企业竞争优势的新来源。在对顾客价值与服务企业营销创新的内在关联分析的基础上,提出了服务企业营销创新的策略,有利于提升服务企业的核心竞争力,实现企业的和谐快速发展。     

我国物流业态演进及创新路线图研究

文中对物流业态演进方面的研究进行了综述,提出了物流业态演进的特征,说明了物流业态创新形成的原因;基于营销学STP理论及业态构成要素及维度组合方法,提出了物流业态创新的路线图。     

现代社会视角下的营销组合创新

竞争力取决于创新力,营销创新是企业创新的灵魂,而如何进行营销创新是一个大问题。本文提出将现代社会日益变化的创新技法应用于营销创新,通过对营销组合要素的再分析,使原来虚无缥缈的创新变得有法可循。并提出了有效实施营销组合创新的具体方法。     

供应链管理:营销渠道的整合与企业管理创新

供应链管理是基于信息技术革命和知识经济基础之上的企业发展新战略,是企业管理的创新。供应链管理是营销渠道的整合 ,促进了产销一体化 ,奠定了企业经营方式从大规模生产向大规模定制转变的基础。供应链管理整合业务流程 ,扩散和移植了企业的核心竞争力 ,形成企业关系能力 ,提高了企业的社会资本。我国企业必须转变管理观念 ,采用现代信息技术 ,整合营销渠道 ,大力发展供应链管理。     

技术跨越的两个基本模式

自主-技术跨越是指跨越主体基于自身的技术积累与技术创新能力,实现技术跨越。它不仅可以改变市场需求,改变市场竞争力量的对比,还有可能改写和塑造新的行业标准,创建新的“技术-经济的游戏”规则,从而占据技术与市场的主导权。自主跨越的显著优点是率先性,技术与市场开发上具有主动性。其主要风险是技术与市场的难以判定性。引进跨越是指技术跨越主体通过有选择、有步骤地引进技术,并通过反求工程而在消化-吸收之后,在引进技术的基础上实施更高层次的技术创新,而实现的技术跨越。从产业看,自主技术跨越比较适宜新兴技术产业,引进跨越模式更适合传统产业。