在线品牌社群对企业双元创新的影响路径——资源、组织与领导的三维组态分析

在线品牌社群是企业创新的重要外部协同主体，其创新协同路径有待深入揭示。文章基于双元创新角度，运用QCA研究方法，通过294份有效问卷数据，研究了在线品牌社群的资源特质、组织结构、领导角色的组态效应对企业探索式和利用式双元创新的影响路径。研究发现：(1)在线品牌社群的自组织结构是探索式创新与利用式创新共有的必要条件；(2)探索式创新通过领导资源型和组织领导型两条等效影响路径发生作用；(3)利用式创新通过资源组织型与资源领导型两条等效影响路径发生作用。研究结论有助于拓展企业外部创新来源，从在线品牌社群的角度为两类创新范式找到差异化的影响路径，为社群运营提供策略支持。

Influence Paths of Online Brand Community on Ambidextrous Innovation of Enterprises:Configuration Effects of Resources,Organization and Leadership

Online brand community is an important external collaborative subject of enterprise innovation. However, the influence path of community on enterprise innovation has not been studied deeply. From the perspective of ambidextrous innovation, this paper applies QCA approach to discover the configuration effects of resource trait, organizational structure and leadership role of online brand community on ambidextrous innovation of enterprises, based on the 294 copies of valid questionnaires. Results show that: (1) The self-organization structure of online brand community is a necessary condition shared by both exploratory innovation and exploitation innovation; (2) Exploratory innovation has two influence paths: Leadership-Resource path and Organization-Leadership path; (3) Exploitation innovation can also take effect through two different paths: Resource-Organization path and Resource-Leadership path. The conclusion of this study is helpful to expand the external innovation sources of enterprises, and find different influence paths for the two types of innovation paradigms from the perspective of online brand community, which provides strategic support for community operations.