双元营销能力平衡、战略地位优势与新创高技术服务企业绩效

Balance of Ambidextrous Marketing Capabilities,Strategic Positional Advantages and New High-tech Service Venture Performance

鉴于人们对双元营销能力的平衡及其影响企业绩效的路径机制、边界条件以及服务企业如何平衡双元营销能力等知之甚少,着眼于中国经济转型背景下的新创高技术服务企业,遵循能力-地位-绩效经典理论逻辑,构建基于能力视角的创始团队双元营销能力对战略地位优势和绩效动态交互影响的概念模型。采用SPSS 19.0、AMOS 17.0和多元层次回归分析方法,对来自长三角、珠三角和海西地区225家企业的调研数据进行统计分析。研究结果表明,创始团队的营销探索能力和营销利用能力均显著提升企业绩效,但路径机制不同,营销探索能力主要通过服务差异化优势的部分中介作用直接和间接影响绩效,营销利用能力则通过服务扩展优势的部分中介作用直接和间接影响绩效;市场竞争强度正向调节营销探索能力与绩效的关系,负向调节营销利用能力与绩效的关系;营销探索能力和营销利用能力具有二元平衡关系,两者交互正向影响绩效。

The marketing and service literature has shown that marketing capabilities are important drivers of service firms＇ per- formance. Since very little is known on the path mechanism and boundary condition of ambidextrous marketing capabilities influ- encing firm performance as well as how to balance them, this research follows the classical capabilities-position-performance theo- ry and constructs a conceptual model of the dynamic interactive impact of marketing capabilities on strategic positional advantages and performance from the capabilities perspective. In this paper, SPSS 19.0, AMOS 17.0 and multiple hierarchical regression method were employed to analyze the data collected from 225 new high-tech service ventures in Yangtze River Delta, Pearl River Delta and West Coast of Taiwan Strait. The statistical results give three conclusions. Firstly, both marketing exploration capabili- ties （ which refers to the marketing capabilities that focus on developing new skills and processes via the application of new market knowledge ） and marketing exploitation capabilities （which refers to the marketing capabilities that focus on improving and refining current skills, processes and the valued outcomes produced by those capabilities associated with existing markets） significantly improve firm performance. Yet with different path mechanisms, marketing exploration capabilities mainly influence firm perform- ance directly and indirectly through the partial mediating effect of service differentiation advantage, while marketing exploitation capabilities mainly influence firm performance directly and indirectly through the partial mediating effect of service scalability ad- vantage. Secondly, market competitive intensity positively moderates the relationship between marketing exploration capabilities and performance, but negatively moderates the relationship between marketing exploitation capabilities and performance. Thirdly, marketing exploration and exploitation capabilities own binary equilibrium, which means their interaction term positively influ- ences performance. This research further contributes to both strategic and marketing science and practice by exploring the dynamic interactive influen- cing mechanism of ambidextrous marketing capabilities on strategic advantages and firm performance in the service innovation and market development context while previous researches used only the product innovation context. This research also suggests that new high-tech service ventures should attach great importance to the cultivation of marketing related capabilities, insisting on the contingency selection of ambidextrous marketing capabilities based on the change of market competitive environment and form compound marketing strategy based on the appropriate mix of them. The current research points out a number of limitations as well, some of which may offer motivations for future research such as that we still need to explicate the differences between manu- facturing firms and service firms or high-tech and non-high-tech firms on the mechanisms of ambidextrous marketing capabilities influencing firm performance so as to find out the tradeoff point between marketing exploration and exploitation, as well as to un- derstand what drives the shift between the two different marketing capabilities.