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商业模式创新的重要价值已得到充分理论阐释,但深化的实证研究仍比较缺乏。文章基于营销动态能力视角,在区分效率型和新颖型商业模式创新的基础上,探讨商业模式创新对市场效能的驱动机制。运用我国制造型中小企业数据实证分析发现,效率型商业模式创新与竞争优势呈倒U型关系,但与顾客资产的关系呈U型;新颖型商业模式创新与竞争优势呈U型关系,而与顾客资产呈倒U型关系;营销动态能力在新颖型商业模式创新与市场效能的关系中具有正向调节作用。研究结论为企业合理配置实施不同类型商业模式创新,开发并运用营销动态能力,以增强市场效能提供理论启示与管理借鉴。
Abstract：The value of business model innovation( BMI) has been illustrated theoretically,but there is still a lack of empirical research. This paper,from the perspective of marketing dynamic capabilities( MDCs),identifies efficiency-centered and novelty-centered BMI,and explores the driving mechanism of BMI on market effectiveness( ME). Using the empirical data collected from manufacturing SME,the findings show that efficiency-centered BMI has an inverted U-shaped relationship with competition advantage,yet it shows a U-shaped relationship with customer assets; novelty-centered BMI has a U-shaped relationship with competition advantage,but has an inverted U-shaped relationship with customer assets. Meanwhile,MDCs exerts positively moderating effects on the relationship of novelty-centered BMI and ME. These conclusions provide theoretical inspirations and managerial implications for allocating different BMI and developing MDCs with the purpose of boosting the ME.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2017.04.007
中图分类号:F274
引用信息:
[1]李巍,丁超.商业模式创新驱动市场效能的机制研究——营销动态能力的调节效应[J].商业经济与管理,2017,No.306(04):70-79.DOI:10.14134/j.cnki.cn33-1336/f.2017.04.007.
基金信息:
重庆市社会科学规划项目“重庆互联网金融企业商业模式创新研究”(2014QNGL46);; 教育部人文社会科学研究项目“动荡环境下企业营销动态能力模型、机制与开发应用策略研究”(13XJC630010);; 重庆理工大学研究生创新基金“重庆市互联网金融企业商业模式风险识别与控制研究”(YCX2015239)
2017-05-03
2017-05-03
2017-05-03