营销资讯与突破性创新——组织信息处理理论的视角

Market Information and Radical Innovation: A Perspective of Organizational Information Processing Theory

基于组织信息处理理论的视角,考察了企业的营销资讯获取对突破性创新绩效的驱动机制。构建了一个四阶段的突破性创新过程模型,分析了创新者如何管理每一阶段的营销资讯获取工作,并发展出有关营销资讯与突破性创新绩效的研究命题。研究发现,营销资讯的收集和获取活动仅在突破性创新的产品设计、产品检测和产品商业化阶段是有效的,而在市场机会分析阶段的营销资讯存量与突破性创新绩效负相关。最后讨论了研究结论、理论和实践贡献以及未来进一步研究的方向。

Based on the perspective of organizational information processing theory, we examine the driven mechanism of market information for radical innovation performance. We build a four-stage process model of radical innovation, analyze the innovator how to manage the market information gathering activities in each stages, we also raise relevant propositions. We find that market information gathering activities in radical innovation are most useful only in the product design, product testing and product commercialization stages, while has negative effects in the market opportunity analysis stage. We conclude with a discussion of the theoretical and managerial implications of our findings and directions for future research.