企业营销能力与营销绩效相关研究

有学者提出的理论中指出,企业营销绩效的迅速提高是因为企业自身就拥有较强的营销能力,企业自身若拥有较强的营销能力还能够使企业发展的更加迅速。本文以规范分析为基础,在分析过程中迅速建立起了层次指标,层次指标的建立所采用的方法为层次分析法,两者之间的相关程度在使用回归分析验证后得到了充分的展现。     

影响企业出口绩效的主要因素实证研究

影响企业出口绩效的主要有出口国环境因素、战略因素和营销因素,就重庆市企业而言,影响因素依次为出口国的政治经济环境、贸易壁垒、出口国的文化地理因素、产品价格差异战略、分销因素、出口目的、广告促销因素、产品因素、价格因素及促销差异战略.为此,重庆市企业应实施科学的国际营销策略,变被动接订单为主动出击,扩大企业规模,建立战略联盟,充分利用网络,积极开拓国际市场.     

企业营销能力与营销绩效相关性的实证研究

基于马歇尔的企业规模经济理论及波特的竞争理论,认为优秀的企业营销能力能提高营销绩效,促进企业成长。在规范分析的基础上,以国产手机行业为例对企业营销能力与营销绩效的相关性进行实证分析,在4C理论的支撑下使用层次分析法构建了企业营销能力综合评价指标,运用回归分析法来检验其与营销绩效的相关程度。     

国际化背景下企业创新绩效提升策略研究——基于动态能力理论

企业作为创新主体,其创新绩效易受到企业内外部各种因素及所处复杂环境的影响。重构企业内外部资源,获得可持续竞争优势,进而提升创新绩效是企业面临的重大难题之一。本文以国际化为背景引入动态能力理论,从研发投入、企业规模、融资环境和市场需求四个方面对制约创新绩效的内外部因素进行了分析。最后基于动态能力理论,从能力视角、资源视角和学习视角提出了要坚持企业国际化战略,培养企业动态能力,发挥各种有利因素对创新绩效促进作用的相关建议,以期能为企业提供决策参考。     

中小企业营销能力与绩效研究综述

营销能力与绩效研究是当前市场营销领域的热点。而高度重视中小企业的市场营销,有助于其生存与发展。本文通过文献研究的方法,对国内外营销能力与绩效的相关研究进行了整理,详细探讨了营销能力的概念以及营销能力与绩效相关性理论与实证研究。并在此基础上对现有研究进行了评述,提出了未来需要重点关注的研究方向以及亟待解决的理论问题,以引起更多学者的关注,进而推动该领域研究的深入。     

企业营销能力构成与提升研究

营销能力是企业获得持续竞争优势和优秀组织绩效的重要来源。本文打开企业营销能力的黑箱,构筑了营销能力层级模型,由核心层、战略层、基础层与辅助层构成。并提出了营销能力提升的方向,它是一个具有层次性和时序性的动态持续过程,通过营销能力标杆管理、市场导向的组织建设、市场导向的组织学习过程、基于价值链的流程协同可以有效提升企业营销能力。     

企业信息管理能力对营销绩效的影响分析

近年来,随着信息技术的不断发展,信息资源在现代企业中的作用愈加凸显。目前,信息资源已经成为企业的一种生产要素,关系到企业的经济效益。营销是企业生产经营过程中的一项重要内容,是企业获取经济收入的一种重要手段。在营销的过程中应用信息技术可以提高营销的绩效,进而提高企业的经济效益。但由于各种因素的影响,目前企业的信息管理能力还存在一些问题,难以真正实现提高企业营销绩效的目的。因此,进行有关企业信息管理能力对营销绩效影响的研究十分必要。本文将结合企业营销的实际情况,对此展开分析和研究,希望可以为企业的营销活动提供一些借鉴。     

信息技术能力对企业绩效影响机制研究——基于动态能力的视角

本文的研究目的在于探讨IT能力对企业绩效的影响机制.基于我国信息化背景,以动态能力的观点为理论基础,认为IT能力是一种动态能力,将其分为IT资源的拥有、IT能力的应用和IT能力的改进三类.文章分别研究了这三类IT能力如何透过运营效率和运营柔性来影响企业的绩效,为IT能力对企业绩效影响机制的研究提供了新的视角和研究框架.     

基于动态能力的我国石油化工企业并购绩效实证研究

近年来,我国石化行业不断发生并购活动,但是目前国内对并购绩效的研究多数仍停留在短期绩效的影响上。本文在对动态能力及并购绩效的理论研究基础之上,选取了2000年~2006年间我国石油化工行业上市公司发生的36项并购活动作为研究样本,从动态能力视角选取了反映石化企业并购绩效的8个财务指标,采用会计研究法,运用因子分析法和配对样本T检验等统计方法,分别对并购前后四年和六年时间窗的样本公司绩效进行了实证研究。     

社会资本对电商企业营销绩效的作用机理研究

电商企业因其具有较高的创新活力,对经济与社会的发展具有不可或缺的作用.本文通过实地调研等方式,获取到电商企业的相关数据,以社会资本理论与知识管理理论为基础,采用OLS回归等实证方法,得出社会资本的结构因素、关系因素与认知因素均对电商企业营销绩效有显著的正向影响;知识分享在关系因素对营销绩效的正向影响中具有完全中介效应,...     

营销动态能力的概念与量表开发

营销动态能力是动态能力在企业营销领域的特定形式,对其内涵及结构维度的研究还比较缺乏。文章运用混合方法对营销动态能力进行概念界定与量表开发：首先对营销动态能力理论渊源进行梳理,然后对其概念内涵进行界定;继而通过内容分析和探索性因子分析编制营销动态能力量表;最后运用327家样本企业数据对量表进行信度和效度检验。结论表明,营销动态能力具有多维度结构,包含市场感知能力、界面协同能力和顾客响应能力三大维度。研究结论为企业培育营销动态能力提供方向指引,也为后续实证研究奠定工具基础。     

Entrepreneurial Orientation,Dynamic Capabilities and International Performance

In order to be able to seize the opportunities that a dynamic operating environment opens up, entrepreneurial firms have to reconfigure their existing asset base and processes. This study explores the effect of an entrepreneurial orientation and a firm's reconfiguring capabilities on international performance by using survey data from 217 manufacturing and service organizations. Our findings indicate that a firm's entrepreneurial orientation and reconfiguring capabilities have an effect on its international performance and provide empirical support for the dynamic capability view of the firm. Entrepreneurial behavior combined with organizational reconfiguring capabilities constitutes a potential source of competitive advantage.     

Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy

Abstract

This paper is an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance. The researchers tried to develop and solve the problem of the gap between marketing innovativeness and marketing performance. The respondents of this study were 318. Some of them are leaders or owners of SMEs Muslim fashion in Central Java, Indonesia. Data was analyzed by using Structural Equation Modeling (SEM). The results of the study show that marketing innovativeness (MI) has no significant effect on marketing performance (MP), while market sensing capabilities (MSC) and Customer Relationship Management Capabilities (CRMC) have a significant effect on marketing performance. Likewise, marketing innovativeness, market sensing capabilities, and CRM capabilities have a significant effect on the religio-centric relational marketing strategy. Furthermore, religio-centric relational marketing strategy (RRMS) is able to mediate the relationship between marketing innovativeness and marketing performance.     

Marketing Capabilities and Firm Performance: A Hierarchical Model

The resource based theory of the firm (RBV) is briefly reviewed together with its recent application in the marketing literature. Significant contributions by Webster (1992) and Day (1994) are identified and an integration of the two presented as a hierarchical model of marketing capabilities. Three research propositions concerning the relationships between marketing capabilities and performance are developed and tested empirically in the transition economies of central and eastern Europe. In line with expectations from the theory of the RBV, higher order marketing capabilities are seen to be more important than operational capabilities in explaining superior competitive performance. The overall model is shown to be a helpful conceptualization of marketing capabilities and a number of issues for further research are identified.     

Work-Family Balance and Marketing Capabilities as Determinants of Chinese Women Entrepreneurs' Firm Performance

ABSTRACT

The authors examine how work-family balance and marketing capabilities are related to Chinese women entrepreneurs' firm performance. Drawing on the family embeddedness perspective, findings show that both factors are positively related to firm performance. Public policy recommendations, implications, and suggestions for future research are discussed.     

基于企业家学习的中小企业动态能力作用机理研究

中小企业如何健康成长与发展是理论界和实践界关注的重要主题,动态能力是企业获得持续竞争优势的动力源所在,因此动态能力如何影响中小企业的运作流程便成为学术界探索的焦点问题。企业家作为中小企业的关键学习代理人,对企业成长发展影响巨大。企业家学习在动态能力作用机制中扮演了重要角色。     

Enhancing Export Performance for Business Markets: Effects of Interorganizational Relationships on Export Market Orientation (EMO)

Purpose: Drawing on the relationship marketing perspective, this study explores the effects of interorganizational relationship variables on export market orientation (EMO), in turn enhancing the export performance. Furthermore, firm internationalization was included as a moderator between export market-oriented behavior and export performance.

Methodology: The authors tested the hypotheses via a mail survey involving 235 exporting firms. LISREL and regression analysis were used to test the proposed model.

Findings: The results support the hypotheses, which posit that commitment, trust, and social interaction are positively related to EMO behavior, whereas power is negatively related to such behavior. Second, firm EMO behavior is positively related to export performance. Third, the degree of internationalization strengthens the effect of EMO on export performance.

Research implications: This study improves existing theoretical understanding by supporting the relationship marketing perspective and international channel research for performing export market-oriented behaviors.

Practical implications: The leverage of interorganizational relationships appears a solid strategy for performing export market-oriented behaviors. Exporters can focus not only on export market-oriented behaviors being performed but also on expansion to new markets.

Originality/value: This study contributes to the marketing and international business literature and provides insights to exporters by examining the relationships among interorganizational relationship variables, EMO, and export performance. This study also introduces the degree of internationalization from a contingency-based view and demonstrates that internationalization complements EMO, and thus facilitates export performance.     

The Internet,Strategy and Performance: A Study of Australian Export Market Ventures

ABSTRACT

This study examines the impact of the Internet, firm-specific characteristics, market characteristics, and export marketing strategy on export marketing performance. The unit of analysis was an individual product/market export venture. Data were gathered via a self-administered mail survey of 315 Australian firms involved in exporting. The findings indicate that, when the Internet was used for communication purposes and to provide the firm with a competitive advantage, it had a significant impact on export marketing performance. Firm-specific characteristics and export marketing strategy also had a significant impact on export marketing performance.     

Hierarchical Dynamic Capabilities and Strategic Entrepreneurship in Changing Industrial Environments

The research fields of dynamic capabilities and strategic entrepreneurship have developed concurrently but separately. This study aims to bridge the gap in research on the underlying linkage between the two independent areas, both of which are critical for firms to sustain competitiveness in changing industrial environments. Drawing upon insights from the integrated perspective of hierarchical dynamic capabilities, strategic entrepreneurship, and environmental dynamics, an explicit theoretical framework is put forward to achieve a better understanding of the ways through which hierarchical dynamic capabilities promote strategic entrepreneurship. Moreover, through the proposed theoretical lens, this study further explores the detailed mechanisms of how first-order and second-order dynamic capabilities improve strategic entrepreneurship with regard to uncertainty of market conditions.     

Examining the Paths from Export Strategic Orientations to Export Performance: The Mediating Role of Export Resource Transformation Capability

Export strategic orientation research suggests that export entrepreneurial orientation (EO) and market orientation (MO) directly affect export performance. Based on the dynamic capability theory, this study hypothesizes that export resource transformation capability is an intervening factor that helps explain how EO and MO, individually and jointly, impact export performance. Using archival and survey data from small and medium‐sized exporters in the United Kingdom and Nigeria, the study finds that export resource transformation capability partially mediates the individual effects of EO and MO on export performance in both samples. Results further show that export resource transformation capability does not mediate the joint effect of EO and MO on export performance. The findings help provide a more complete understanding of how export strategic orientations might be related to export performance. © 2016 Wiley Periodicals, Inc.