“诉穷”还是“沉默”——基于中国母子公司数据的实证研究

Poor-Mouth or Silence: An Empirical Research Based on the Data of China's Parent-Subsidiary Corporations

企业集团的子公司绩效低于期望水平时,是积极面向总部开展议题营销以获取资源支持,还是选择自行实施权力范围内的绩效改善策略,是一个值得深入研究的问题。通过研究企业行为和绩效反馈等理论,探讨了子公司存在绩效期望落差时,其管理者进行议题营销,尤其是创新议题营销的意愿,并分析了子公司影响力对上述关系的调节作用。对此,通过调研国内不同地域的集团母子公司高管,收集得到138份由子公司与总部高管配对填写的成套有效问卷。实证分析结果表明:随着绩效期望落差的增大,子公司管理者议题营销意愿增强,但创新议题营销意愿先增后减,且子公司影响力在上述关系中都具有正向调节作用。

When the performance of a subsidiary company in a corporate group is below the ex- pected level, whether it chooses to actively develop cause marketing toward its head office to gain resource support or chooses the performance improvement strategy within the range of its own power performance is a problem worth a profound discussion. Through studying the behaviors of enterprises and the theories of performance feedback, this paper explores the willingness of the managers to carry out cause marketing, especially the cause marketing for innovations, when there are performance ex- pectation gaps in the subsidiary. It also makes an analysis of the moderating effect of the influence of the subsidiary on the above-mentioned relationship. Through investigations and surveys of the se- nior managers of the parent-subsidiary corporations at different regions in China, we have collected 138 valid questionnaires which are filled out by the matched senior managers in both the headquarters and subsidiaries. The results of the empirical analysis reveal that along with the increasing gap of performance expectations, the willingness of the subsidiary managers for the cause marketing will be strengthened. However, the willingness to perform the cause marketing for innovation will be in- creased at first and then decreased. In addition, the influence of the subsidiaries can have positive moderating effects in the above-mentioned relationships.