企业能力对产品创新战略构建的异质性作用

Heterogeneous impacts of technological and marketing capabilities on product innovation strategies

通过整合技术管理、市场营销和组织理论相关研究,建立了企业技术和营销能力影响突破式和渐进式产品创新战略的理论模型,探究了其中异质性和非线性的作用机制,以及竞争强度的调节影响。使用303套我国双份调研问卷的实证分析表明：技术能力能够促进突破式和渐进式产品创新战略,但对前者的影响更大;营销能力有利于渐进式产品创新;营销能力通过倒U型关系影响突破式产品创新,且该非线性关系的拐点和陡峭性被竞争强度所调节。

By integrating relevant literature from technology management,marketing,and organizational studies,a research model on the impacts of technological and marketing capabilities on radical and incremental product innovations is built,the differential and non-linear relationships are constructed,and the moderating effect of competitive intensity is discussed. Empirical tests from 303 paired Chinese survey questionnaires indicate that technological capability is positively related to both radical and incremental product innovations,but with a stronger impact on the former. Marketing capability positively influences incremental product innovation,but it affects radical product innovation in an inverted U-shaped way,moderated by competitive intensity.