新创企业双元营销能力驱动市场效能的路径研究

Research on the paths of new ventures’ambidextrous marketing capabilities driving market effectiveness

双元营销能力在新创企业跨越“成长悖论”中扮演着关键角色,但其发挥效用的机制还缺乏整合框架。营销创新是新创企业实现生存和发展的重要手段,依据“能力-行为-绩效”分析框架,在考察营销创新中介效应和竞争强度调节效应基础上,探究新创企业双元营销能力与市场效能的关系。实证分析发现,双元营销能力对市场效能有直接影响,同时还通过“开发主导型双元营销能力-市场驱动型营销创新-市场效能”及“探索主导型双元营销能力-技术驱动型营销创新-市场效能”两条路径发挥作用。此外,竞争强度正向调节开发主导型双元营销能力与市场效能积极关系,负向调节探索主导型双元营销能力与市场效能正向关系,正向调节技术驱动型营销创新与市场效能积极关系。

Ambidextrous marketing capability(AMC)plays a key role on the response to growth paradox of new ventures(NVs),but there is a lack of integrated framework on how does it play its effectiveness.Marketing innovation is a critical method to the existence and development of new ventures.Based on the framework of“capability-behavior-performance”,this paper explores the relationship between AMC and market efficiency of new ventures on the basis of investigating the mediating effects of marketing innovation(MI)and the moderating effects of competition intensity(CI).Empirical analysis found that AMC has a direct impact on the market efficiency.It also plays a role through the two paths of“exploitation dominated AMC-market driven MI-market efficiency”and“exploration dominated AMC-technology driven MI-market efficiency”.In addition,the CI positively mediates the positive relationship between exploitation dominated-AMC and market efficiency,negatively mediates the positive relationship between exploration dominated-AMC and market efficiency,and positively mediates the positive relationship between technology driven MI and market efficiency.