营销创新视野下营销动态能力的效用机制——基于“冷酸灵”的案例研究

The Utility Mechanism of Marketing Dynamic Capabilities from the Perspective of Marketing Innovation:Case Study Based on LESENING

营销动态能力是动态能力在企业营销领域的特定形式,其效用已经得到充分的理论阐释,但相关大样本检验或案例验证仍比较缺乏。本研究基于营销创新的视角,运用单案例研究方法对营销动态能力的效用机制进行探究。案例分析结论表明:营销动态能力对技术驱动型营销创新与市场驱动型营销创新均有显著作用;技术驱动型营销创新能有效提升企业竞争优势,而市场驱动型营销创新对顾客资产增值具有积极作用。研究结论可为企业培育营销动态能力、实施差异化营销创新活动、提升市场效能提供管理启示。

Marketing dynamic capabilities are a specific form of dynamic capabilities in the marketing field,and their effectiveness has been fully explained by theory,but there is still a lack of rele-vant empirical studies. Based on the marketing innovation perspective, this paper explores the ef-fectiveness mechanism of marketing dynamic capabilities with the single case research method. The conclusion of the case study shows that marketing dynamic capabilities have significant effects on both technology-driven marketing innovation and market-driven marketing innovation; technology-driven marketing innovation can enhance the enterprise competitive advantage effec-tively and market-driven marketing innovation has a positive effect on customer equity. The re-search conclusions can provide several management implications for enterprise to cultivate the marketing dynamic capabilities？ to promote the differentiation of marketing innovation activities, and enhance the market efficiency accordingly.