用户驱动的制造业企业服务创新:以资源拼凑为路径的研究

The User-Driven Service Innovation in Manufacturing Enterprises:Research on Resource Bricolage as a Path

制造业企业"跨界"服务创新是一场以用户为导向的资源重塑过程,何种资源使用策略更有利于制造业企业的服务创新,鼓励顾客参与价值共创是否存在"度",从此问题出发,以资源拼凑为切入点探讨服务化转型情景下制造业企业服务创新的实现路径,构建从顾客参与到资源拼凑,再到服务创新的逻辑框架。研究引入服务复杂性旨在揭示顾客参与对制造业企业服务创新的作用区间。运用来自262份制造业企业的调查数据进行有调节的中介效应检验,发现顾客参与通过资源拼凑影响制造业企业的服务创新绩效,且在服务复杂性较低时顾客参与通过资源拼凑对服务创新的影响更显著。资源拼凑不仅是制造业企业服务创新既经济又有效的资源使用策略,更可为制造企业发现新机会创造条件。但是,随着服务复杂性的加深,顾客参与对制造业企业服务创新的贡献逐渐下降。

The manufacturing industries are undergoing a transformation from production-oriented manufacturing to service-oriented manufacturing.User needs become the logical starting point for enterprise value creation,as enterprise competition increasingly focused on the usefulness of products rather than the products themselves.In order to gain competitive advantages in the fierce market competition,manufacturing enterprises have implemented cross-border service innovation and user-oriented resources reorientation.However,when we observe the service innovation of manufacturing enterprises in the servitization period,we will find that it always tries to carry out without sufficient resources.Therefore,it is an urgent problem to solve how manufacturing enterprises can successfully surmount resource barriers and meet user needs through service innovation without either service resources or corresponding systems and processes.At the same time,another question is whether there is an appropriate degree of user participation in the process of value co-creation.In other words,whether the role of users has boundaries in the process of resource remodeling of service innovation in manufacturing enterprises.Resource bricolage theory makes up for the deficiency of the traditional resource-based theory in explaining how enterprises integrate resources under the circumstance of resource shortage,which advocates the creative use of the existing resources.When manufacturing companies enter the new service field,they often face the dilemma of resource constraint.Actually,this scenario is consistent with the application of resource bricolage theory.Therefore,this study attempts to explore the realization path of service innovation in manufacturing enterprise in the period of servitization from the perspective of resource bricolage.Constructing an analytical framework follows the logic from customer participation to resource bricolage to service innovation.By introducing service complexity into this conceptual framework,we try to identify the boundary of the impact of customer participation on service innovation performance in the mediation process of resources bricolage.The structural equation model under strict validation strategy was used to verify the theory,and the latent moderate structural equations(LMS)method was used to test the mediating effect of regulation by using the survey data of 262 manufacturing enterprises.Meanwhile,Johnson-Neyman technique was used to verify the statistically significant region of service complexity moderating effect.This survey adopted standardized survey procedures,such as subject selection,anonymous filling,divided survey,and multi-subject assessment,etc.,with valid samples from Shandong,Jiangsu,Guangdong,and Zhejiang provinces.The empirical results show that customer participation affects the service innovation performance of manufacturing enterprises through resource bricolage,and it has a more significant impact on service innovation when the service complexity is lower.However,with the increase of service complexity,the contribution of customer participation to service innovation of manufacturing enterprises gradually declines.When the service complexity exceeds the critical value,the mediating effects of customer participation on the financial performance and non-financial performance of service innovation through resource bricolage are no longer significant.Therefore,resource bricolage is not only an economical and effective resource utilization strategy for service innovation of manufacturing enterprises,but also an important condition for manufacturing enterprises to find new opportunities.However,service complexity limits the effect of customer participation,and the role of users in enterprise resources reorganization will decrease with the increase of service complexity.In other words,there exists a boundary of customer participation in the value creation of manufacturing enterprises.Therefore,user-oriented service innovation should not only respond to market demand,but also guide market demand.At the same time,the upgrading of consumer demand and the intensification of competition have forced the thinking model of manufacturing enterprises to change from products to the integration of products and services.So,for manufacturing companies,resources bricolage is a subversive psychological transformation.This requires enterprises to change their concepts,reshape resources in a patchwork way,and skillfully integrate customer resources and enterprise resources to meet the service needs of the market.Enterprises need to establish the interactive mechanism between enterprises and users,reform the user-oriented service innovation process,and do not rely too much on users in the process of value co-creation.This is because,on the one hand,markets are not always rational,and on the other hand,user resources are not always efficient.The existence of the knowledge gap will hinder users to directly participate in the integration of enterprise resources.