营销双元性、吸收能力与企业营销绩效

基于资源编排理论，高水平的营销开发与营销探索并不一定能够给企业带来更高的营销绩效。有鉴于此，本研究将营销双元性界定为营销开发与营销探索的平衡，同时在营销活动中进行开发与探索，并检验企业吸收能力对营销双元性的销售增长效应的调节作用。对广东省227家中小外向型民营企业进行问卷调查，并结合二手财务数据进行实证研究，结果表明：（1）营销双元性对企业销售增长的影响呈向上的凹形曲线；（2）高水平营销开发的企业中，营销双元性对销售增长的二次效应更强，即营销双元性对销售增长具有积极影响；（3）营销开发与营销探索通过营销双元性间接对企业销售增长产生影响。

A research on relationship among marketing ambidexterity,absorptive capacity and marketing performance

Based on the resource orchestration theory, high-level marketing exploration and marketing exploitation may not necessarily bring higher marketing performance to firms. This study defines marketing ambidexterity as the balance between marketing exploration and marketing exploitation, and at the same time exploits and explores in marketing activities, and examines the moderating effect of firms' absorptive capacity on relationship between marketing ambidexterity and sales growth. Through a questionnaire survey of 227 small and medium export-oriented private enterprises in Guangdong Province, combined with second-hand financial data for empirical research. The results show that:(1)The influence of marketing ambidexterity on the sales growth presents an upward concave curve; (2)Among high-level marketing exploitation firms, marketing ambidexterity has a stronger second order effect on sales growth, that is, marketing ambidexterity has a positive impact on sales growth;(3)Marketing exploration and marketing exploitation indirectly affect the sales growth of firms through marketing ambidexterity.