Innovation orientation and long-term performance: The mediating role of market perception capability

This paper examines the relationship between the orientation towards innovation of SMEs and long-term performance, considering market perception capability as a mediating variable. This research topic is important because it can provide a better understanding of the relationship between innovation orientation and performance, since most of the previous papers that have analyzed this relationship have done so from a short-term perspective. But the effect of innovation orientation on performance may not be immediate and short-term, but long-term, and may be influenced by the company’s ability to develop marketing capabilities. A sample of 77 independent hotels is taken for empirical contrast and a system of structural equations is modelled using the Partial Least Squares (PLS) technique. The results show that the company’s capacity to understand the market in which it operates functions as a mechanism that intervenes in the relationship between innovation orientation and long-term result, with a mediating effect that explains the positive effect of innovation orientation on the long-term results.

     

Applying the marketing concept to cultural organisations: an empirical study of the relationship between market orientation and performance

A recent trend in nonprofit organisations is an emphasis on business management and concepts. This paper examines the application of the marketing concept to nonprofit arts organisations through an analysis of the relationship between market orientation and organisational performance. Data were collected from arts organisations in two large Canadian cities, and a structural equations model was developed to test the impact of marketing activities and culture on three performance variables (customer satisfaction, peer reputation and resource attraction). The analysis shows that the model fits the data well and that six hypotheses pertaining to the relationship between market orientation and organisational performance were supported. The study concludes that those organisations that implemented more market‐driven activities into their marketing plans were more likely to develop a market‐oriented internal culture. A market‐oriented culture not only predicted a growth in resources and higher levels of customer satisfaction, but also a growth in reputation among peers. Copyright © 2002 Henry Stewart Publications     

创业营销对创业绩效的影响研究:一个有调节的中介模型

先前学者们对于创业营销的研究大多聚焦于定性研究,文章从创业营销的创业导向与市场导向入手,通过实证研究的方法探究创业营销对创业绩效的提升机制。以创业导向作为自变量、市场导向作为中介变量、顾客导向为调节变量,构建一个有调节的中介模型。通过问卷搜集中国297家企业的数据检验假设,结果表明:创业导向、市场导向均正向影响创业绩效,且当市场导向作为中介变量时,对两者之间对创业绩效的总效应更加明显;顾客导向的调节作用并不明显。最后,提出了管理建议与未来的研究方向。     

Dimensional effects of Korean SME’s entrepreneurial orientation on internationalization and performance: the mediating role of marketing capability

This study examines how three different dimensions of entrepreneurial orientation (proactiveness, innovativeness, and risk-taking) each determine internationalization strategies and enhance international performance among small and medium-sized enterprises (SMEs) through the mediating role of marketing capabilities. An integrative theoretical framework built on international entrepreneurship and a resource-based approach was tested in the context of Korean SMEs. Analyses of 401 survey data collected from Korean exporting SMEs revealed the differential effects of each entrepreneurial orientation and the mediating effect of marketing capability on internationalization strategies and performance. Proactiveness and risk taking appeared to function as significant antecedents of marketing capability. Marketing capability, in turn, significantly decreased internationalization scope and increased the financial performance of Korean SMEs, though it did not influence internationalization scale. This study further confirms that the mediating role of marketing capability in entrepreneurial orientation-performance relationships vary by entrepreneurial orientation dimensions. Taking the direct and indirect roles of the entrepreneurial orientation dimensions together, this study recommends the critical prioritization of risk-taking over proactiveness. It extends previous approaches to the triad of resource–capability–performance. Theoretical contributions and insightful managerial implications are also provided.     

基于IMC理论的动态营销能力构建

复杂的动态竞争环境对企业的营销实践提出了更高要求。基于整合营销传播理论的动态营销能力构建,是以创新能力、反应能力及关系能力为核心能力特征的动态资源,是持续获取企业良好营销绩效的重要来源。增强组织对环境变化的敏感性与适应性,可以提升企业的反应能力,剖析利益相关者需求并关注其变动可以实现与之的良好关系,个人与组织的知识管理,有利于提升企业的创新能力。三种能力互相作用,形成动态营销能力不断提升的推动系统。     

服务导向与组织内外部营销表现关系之研究

在服务营销管理的领域中，内部营销及外部营销均为影响组织绩效的关键因素，本研究以餐饮业的服务员工及顾客为实证研究的对象，将服务导向作为主要变量，从员工及顾客的角度，发展一个整合服务导向及组织内、外部营销表现的模型，并以LISREL分析验证本研究所提出的假设。     

The role of returnee executives in improving green innovation performance of Chinese manufacturing enterprises: Implications for sustainable development strategy

Environmental problems in China have attracted global attention. Grafting returnee executives' green resources to Chinese manufacturing enterprises is an effective way to solve China's sustainable development problems. This paper focuses on the impact of returnee executives and the heterogeneity of returnee and local executives on green innovation performance and the moderating effects of environmental regulation and managerial ties. The paper builds on data from 276 Chinese manufacturing enterprises. The results show that returnee executives tend to achieve sustainable development through green innovation. However, not all kinds of heterogeneity between returnee and local executives can promote green innovation performance. In addition, environmental regulation and managerial ties, as two important external moderation variables, have different impacts and different extents of impact on the relationship between returnee executives and four aspects (R&D, manufacturing, marketing, and management) of green innovation performance, that is, environmental regulation positively moderates the relationship between returnee executives and green manufacturing and management innovation performance but negatively moderates the relationship between returnee executives and green R&D and marketing innovation performance. These findings have clear management implications for Chinese manufacturing enterprises.     

建筑企业低碳动态营销能力构建

本文在西方学术界所提出的动态营销能力概念基础上,针对建筑行业提出了低碳动态营销能力概念,将其划分为低碳产品研发跨部门管理流程、低碳顾客关系跨部门管理流程和低碳供应链跨部门管理流程这三个维度,将环境不确定性作为调节变量首次在建筑行业研究低碳动态营销能力与市场绩效的作用关系,并以武汉市185家建筑企业为样本对其进行了实证检验。研究发现,建筑企业低碳动态营销能力对市场绩效有显著正向影响,环境不确定性在建筑企业低碳动态营销能力与市场绩效之间发挥着正向调节作用。     

Corporate environmentalism strategy in the Spanish consumer product sector: a typology of firms

In recent years, the protection of the environment has gained a growing importance. Accordingly, small and large firms have become aware of their responsibility and begun to develop environmental strategies as an enterprising challenge. In such a situation, this study describes firms' environmental orientation and its impact on the design of corporate and marketing strategies in the Spanish consumer product sector. The purpose of this paper is to identify different groups of firms according to their environmental behaviour. The information was obtained through 81 personal interviews with firms in the final consumer product sector. With the data obtained we have conducted several exploratory and confirmatory factor analyses and a cluster analysis. Findings have proved that there is a specific firm type characterized by certain variables: influence of external forces; environmental orientation; corporative and marketing strategies; size; macro‐sector and, if existing, the environment department. Copyright © 2006 John Wiley & Sons, Ltd and ERP Environment.     

Environmental Orientation and Economic Performance: a Quasi‐experimental Study of Small Swedish Firms

This paper investigates the relationship between the environmental orientation and economic performance of small firms. We conduct a quantitative analysis on a sample of 299 environmentally oriented and all other small (2–49 employees) Swedish firms. We estimate the effect of environmental orientation on profit margin to examine how environmentally oriented firms perform in relation to non‐environmentally oriented firms. To do this, we employ a quasi‐experimental design in which we create a control group of non‐environmentally oriented firms that are very similar to their environmentally oriented counterparts. We use two measures of environmental orientation: (i) a third‐party classification, and (ii) a self‐assessment of environmental differentiation. The findings show a negative effect of environmental orientation on economic performance. Our contribution to the literature is in using a novel and more rigorous way to measure the relationship between environmental orientation and economic performance and providing implicit support for the existence of a causal link from economic performance to environmental orientation. Copyright © 2013 John Wiley & Sons, Ltd and ERP Environment     

Sustainable Development and Corporate Financial Performance: A Study Based on the FTSE4Good IBEX Index

The social and environmental aspects of business investment and financing are becoming increasingly important. Most studies on corporate social responsibility (CSR) focus on analysing the relationship between company performance in the financial and social fields. However, the results obtained have not been conclusive, mainly due to the variables used to measure CSR. In order to simplify its measurement, in this work we used an empirical analytical method to determine possible differences between the financial variables of firms considered to be socially responsible and those not considered to be such. The results obtained show that socially responsible corporations obtain higher profits for the same level of systematic risk and show greater sensitivity to market changes, leverage levels and company size. This pioneering study is the first to make use of the first, and at the present time only, Spanish sustainability index, the FTSE4Good IBEX. Copyright © 2013 John Wiley & Sons, Ltd and ERP Environment.     

博客营销方式对提升产品形象的研究

本文基于当前学术界对企业博客营销方式的分类，对40种产品的相关博文进行研究。通过对阅读者的问卷调查，获得一手研究数据，并运用方差分析，比较不同的博客营销方式在提升企业产品形象中效果的差异，并分析博客营销方式与产品和企业特点的对应关系，从而为企业选择适合自己的博客营销方式提供参考。     

Market orientation practices enhancing corporate environmental performance via knowledge creation: Does environmental management system implementation matter?

The academic literature on environmental management has provided extensive insights into the determinants of corporate environmental performance. However, few empirical studies have explored whether and how three core components of corporate market orientation (i.e., customer orientation, competitor orientation, and interfunctional coordination) affect environmental performance. Building on institutional theory and the absorptive capacity perspective, this study investigates the relationships among market orientation, knowledge creation, and environmental performance, as well as the moderating effects of environmental management system implementation. On the basis of survey data from 237 Chinese manufacturing firms, we used hierarchical multiple regression analyses to test the hypotheses. The findings indicate that knowledge creation completely mediates the influence of competitor orientation on environmental performance and partially mediates the influence of customer orientation and interfunctional coordination on environmental performance. In addition, environmental management system implementation positively moderates the relationship between knowledge exchange and environmental performance.     

Market Orientation and FIRMS' Environmental Innovation: The Moderating Role of Environmental Attitude

Drawing on market orientation theory, innovation theory and the theory of reasoned action, this paper integrates market orientation, environmental attitude and firms' environmental innovation into a model to establish a relationship among these three variables. By taking 247 manufacturing firms in China as the research sample and by analyzing the data using SPSS19.0, we found that customer and competitor orientation have a significant and positive impact on firms' environmental innovation, while the effect of inter‐functional coordination is not significant. Furthermore, environmental attitude plays a positive moderating role between customer orientation and firms' environmental innovation, as well as between competitor orientation and firms' environmental innovation. Finally, the results of the study are discussed, and the theoretical and practical significance of this study is clarified further. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment     

专业技术人员职业倾向与职业成功关系实证研究

在目前专业技术人员流失率居高不下的背景下,管理专业技术人员职业倾向对有效发挥专业技术人员作用具有重要意义。本文围绕专业技术人员职业倾向与职业成功关系展开实证研究,发现专业技术人员呈现多样化的职业倾向,并不是以技能型及其相关的职业倾向为主导;同时发现专业技术人员的一些个人因素会影响其职业倾向和职业成功,不同的职业倾向会影响职业成功的不同方面。论文依据专业技术人员职业倾向特点及其对职业成功的不同影响,提出了保留和激励专业技术人员的建议。     

Determinants of a Relational Exchange Orientation in the Marketing-Manufacturing Interface: an Empirical Investigation

During the last decade, both marketing managers and researchers have focused heavily on interorganizational exchange relationships. In this paper we apply the concept of relational exchange to the intra-organizational exchange relationship between the marketing and manufacturing functions. We apply a relational exchange instrument consisting of four dimensions (trust, bonding, empathy and reciprocity) to the marketing-manufacturing interface and conduct an empirical investigation in order to validate the use of such an instrument in this setting. We find that the relational exchange scale consists of four components of a relational exchange orientation that are both theoreticallymeaningful and empirically discrete. In addition, we identify five determinants(resource dependence, communication difficulties, procedural fairness,interfunctional rivalry and interfunctional distance) and explore how these determinants influence the individual dimensions of the relational exchange orientation. We report a number of differences between the marketing and manufacturing functions with regards to the impact of aforementioned determinants and relational exchange orientation dimensions.     

跨国公司海外市场的成本优势——基于交易成本和内部化理论的多案例分析

跨国公司在海外市场的进入战略一直是跨国公司理论和实践关注的重要课题。交易成本和内部化理论解释了跨国公司在海外利用代理商与建立销售子公司之间的关系。本文应用交易成本的理论,采用多案例的方法对朗讯、三星和华为三个跨国通讯制造商进行分析。我们重点研究跨国公司在开发海外市场的过程中,其内部化成本与海外市场的开拓能力,以及公司在海外市场的绩效之间的关系。研究表明,跨国公司在海外市场的内部化成本,主要是市场和运营的成本在很大程度上影响了它们的海外战略和绩效。     

Can entrepreneurial orientation improve sustainable development through leveraging internal lean practices?

This study aims to examine the mediating role of internal lean practices (ILPs) on the relationship between entrepreneurial orientation and triple bottom line performance (i.e. environmental, social, and operational performance). We examine Chile, which represents a vibrant economy and one of the world's most productive entrepreneurship ecosystems but with a history of socio‐economic inequalities and strong profit‐driven pressures to overextract natural resources. The study is based on a questionnaire related to manufacturing sent to 112 companies in Chile. The proposed relationships are analysed through structural equation modelling. The results indicate that ILPs fully mediate the effect of entrepreneurial orientation on environmental performance and social performance and partially mediates the effect of entrepreneurial orientation on operational performance. Our study extends the literature by explaining that entrepreneurial orientation builds and strengthens ILPs for creating triple bottom line competitive advantage.     

Market Orientation and Performance: Objective and Subjective Empirical Evidence from UK Companies

The link between market orientation and performance has been claimed largely on the basis of the analysis of subjective measures of performance. Consequently, the aim of this study is to examine the links between market orientation and objectively measured financial performance. The paper begins with a brief examination of the definition and components of market orientation. Thereafter, extant research into the consequences of developing market orientation is reviewed critically, leading to the development of a number of research hypotheses. After detailing the research design and methodology adopted in this study, the findings of a survey of UK industry are presented. Briefly, the results indicate that when subjective measures of performance are adopted, market orientation is associated with company performance in certain environmental conditions. However, when objective measures of performance are adopted, we see a narrower range of environmental conditions where market orientation is positively associated with performance. The paper concludes with a series of implications for both theorists and practitioners.     

Exploring the effect of environmental orientation on financial decisions of businesses at the bottom of the pyramid: Evidence from the microlending context

Existing research has accumulated substantial evidence on the effect that an environmental orientation has on businesses' economic performance. Yet this research does not cover small businesses from bottom‐of‐the‐pyramid (BOP) markets. In fact, despite increasing interest in research on BOP markets, the effect of environmental orientation on the financial decision‐making of small businesses from BOP markets has gone largely unexplored. Using a large multicountry data set from a microlending platform, we investigate how the environmental orientation of BOP businesses impacts their financial decisions related to microlending, which ultimately shapes their economic performance. The results indicate that an environmental orientation necessitates BOP businesses to request a higher level of financial capital and ask for longer time to pay it back. Surprisingly, environmental orientation increases the odds of BOP businesses paying back the borrowed capital. These results show that environmental orientation gives rise to both challenges and opportunities for sustainable development in BOP markets.