营销动态能力的构建机制研究——组织与企业家因素交互视角

A Study on the Construction Mechanism of Marketing Dynamic Capabilities—— From the Interactive Perspective of Organizational and Entrepreneur Factors

营销动态能力是动态能力在企业营销管理领域的特定形式,对其构建机制的研究还比较缺乏。文章基于组织与企业家因素交互视角,探讨营销动态能力的构建机制。通过209家中小企业实证数据分析发现:市场导向文化和组织结构扁平化是营销动态能力形成的重要驱动因素;同时,市场导向文化与营销动态能力积极关系被企业家精神正向调节,但被企业家政治关联负向调节;而组织结构扁平化与营销动态能力之间正向关系却不受两类企业家因素的影响。研究结论为企业在动荡环境中开发营销动态能力提供理论指导与管理启示。

Marketing dynamic capabilities（MDCs）is the specific form of dynamic capabilities in marketing field, and the re-search of its construction mechanism is still relatively scarce. This paper, based on the interactive perspective of organizationaland entrepreneur factors, explores the construction mechanism of MDCs. The conclusions show that, by means of the empiricalanalysis of 209 SMEs in China, market orientation culture and organizational structure flattening are the critical driving fac-tors. Meanwhile, the positive relationship of market orientation culture and MDCs is positively regulated by entrepreneurship,and is negatively regulated by entrepreneur political ties. Then, the positive relationship of organizational structure flatteningand MDCs is not affected by two kinds of entrepreneur factors. The study findings provide theoretical directions and manageri-al implications on constructing MDCs under the turbulent environment.