战略导向、双元营销活动与服务企业绩效:市场竞争强度的调节作用

Strategic Orientations,Ambidextrous Marketing Activities and Service Firm Performance:The Moderating Role of Market Competitive Intensity

战略和营销学者研究表明,营销在战略导向转化为绩效过程中发挥着重要作用。然而,战略导向与营销活动的融合研究比较匮乏,并且人们对不同战略导向影响绩效的路径机制和边界条件差异以及企业如何平衡不同营销活动等还知之甚少。本文按照"组织文化/价值观—组织行为—组织绩效"理论范式,探索性地构建了以双元营销活动为中介变量和市场竞争强度为调节变量的战略导向对服务企业绩效影响的概念模型。以转型经济背景下的我国服务企业为研究对象,对来自沿海服务业发达地区的261份企业样本进行实证检验,结果显示:(1)两种战略导向影响绩效的逻辑路径存在显著差异,创新导向通过营销探索的完全中介作用影响绩效,市场导向通过营销利用的完全中介作用影响绩效;(2)市场竞争强度对战略导向、双元营销活动与绩效间关系起到调节作用,具体表现为,市场竞争强度正向调节创新导向与营销探索间关系,负向调节市场导向与营销利用间关系,正向调节营销探索与绩效间关系,负向调节营销利用与绩效间关系;(3)营销探索和营销利用具有二元平衡关系,两者正向交互影响绩效。

Studies on the combination of strategic orientations and marketing activities are relatively scarce, and very little is known about the differences of the path mechanisms and boundary conditions of different strategic ori- entations influencing firm performance and how firms balance different marketing activities. Therefore, two critical variables-marketing exploration and marketing exploitation-are employed to study the relationship between strategic orientations and firm performance in this research based on March＇ s organizational learning theory. Then, the re- search conceptualizes a model that links strategic orientations to service firm performance using ambidextrous mar- keting activities as mediator and market competitive intensity as moderator based on the configuration of ＂organiza- tional culture/value-organizational behaviors-organizational performance＂. This research conducts an empirical analysis on the model by using 261 valid samples drawn from the devel- oped regions of service industry in the eastern coastal China. SPSS 19. 0 ,AMOS 17. 0 and multiple hierarchical regres- sion method are used to analyze the data. The result indicates that： （ 1 ） innovation orientation influences performance indirectly through indirectly through the full mediating effect of marketing exploration, while market orientation influences performance the full mediating effect of marketing exploitation erates the relationship between innovation orientation and marketing ;（2） market competitive intensity positively mod- exploration and the relationship between market- ing exploration and performance ,but negatively moderates the relationship between market orientation and marketing exploitation and the relationship between marketing exploitation and performance; （5）marketing exploration and mar- keting exploitation own binary equilibrium, the interaction term of them positively influence performance. Our research further contributes to both strategic and marketing science and practice by exploring the dynamic interactive influencing mechanism of strategic orientations and marketing activities on performance under market in- novation context. The findings confirm that organizational culture/value and marketing activities are important factors affecting performance. Thus,firstly, service firms should attach great importance to two kinds of soft power-the culti- vation of strategic orientation culture and the implementation of marketing related capabilities. Secondly, service firms need to insist on the contingency selection of strategic orientations and ambidextrous marketing activities based on market competitive intensity and to form compound orientation and marketing strategy based on the appropriate mix of them. In detail, for high competitive intensity, service firms should put emphasis on the implementation of in- novation orientation and explorative marketing activities and drive the future market depending on differential/inno- vative service products; while, for low competitive intensity, service firms should put emphasis on the implementa- tion of market orientation and exploitative marketing activities and improve outcomes through incremental innovation with minimum disruption to existing processes. Thirdly, service firms should strive to have sufficient ambidexterity to be able to utilize both innovation orientation and market orientation and both marketing exploration and exploitation in the moderate range. Lastly, we also call for future researches to investigate the interaction of innovation orientation and market ori- entation and their binary equilibrium, to find out both the tradeoff point between the two different strategic orienta- tions and that between marketing exploration and exploitation, to understand what drives the shift between the two different strategic orientations and that between the two different marketing activities.