供应商组织知识对品牌导向的影响——基于产业制造行业数据的实证检验

本文从组织知识视角出发,将供应商组织知识视为其实施品牌导向的前置变量,并把供应商组织知识划分为技术知识和市场知识两类,探讨不同类型的组织知识与品牌导向的关系。通过对220份有效问卷进行实证检验,发现供应商技术知识与品牌导向具有U型关系,市场知识与品牌导向具有正向关系,同时产品同质性会加强两类知识与品牌导向的关系;当技术知识存量较少时,技术知识与市场知识的交互作用正向影响品牌导向;当技术知识存量较大时,两者的交互作用对品牌导向具有负向影响。根据研究结论,提出我国供应商应根据组织知识类型与存量对品牌战略活动进行投入,并重视产品同质化的影响等对策建议,为我国供应商实施品牌导向提供理论借鉴和管理启示。

From the perspective of organizational knowledge,this study takes supplier organizational knowledge as a leading variable to implement brand orientation,and classifies the supplier organization knowledge into technical knowledge and market knowledge to explore the relationship of different types of knowledge stock and brand orientation.Through the empirical test of 220 valid questionnaires,the relationship between suppliers’technical knowledge and brand orientation is U-shaped;market knowledge is positively associated with brand orientation;the product homogeneity strengthens the relationship between the two kinds of knowledge and brand orientation;when suppliers have low technical knowledge,interaction effect of technology knowledge and market knowledge has a positive effect on brand orientation;when suppliers have high technical knowledge,interaction effect of technology knowledge and market knowledge has a negative effect on brand orientation.According to the findings,the paper proposes suggestions that suppliers should invest brand strategy activities depending on the type of organization knowledge and its stock,and attaches great importance to the influence of product homogeneity,which can provides theoretical reference and management enlightenment for Chinese suppliers to implement brand orientation.