他山之石,如何攻玉——小企业拼凑外部资源加快品牌建设机理研究

A Study on the Mechanism of Small Enterprises’Bricolage of External Resources to Accelerate Brand Building

加快品牌建设是企业创新发展的重要目标。现有研究聚焦大企业,对处于资源与能力约束的小企业如何加快品牌建设尚欠研究。本文援引资源拼凑理论,探讨小企业拼凑外部资源加快品牌建设的过程。研究发现:在资源拼凑情境下,小企业加快品牌建设依循“拼凑资源选择—拼凑能力演化—品牌路径变迁”的过程。拼凑资源选择以资源价值为主要特性,包含资源功能、资源关系等多重属性。拼凑能力演化呈现外部到内部、凑合到整合的学习过程。资源选择的多重构建性与能力演化的内外学习性,形成了从回避约束累积共性到应对约束加快差异的动态品牌路径。本文研究发现为小企业从产品制造向品牌创造转变提供了借鉴。

Accelerating brand building is an important goal for enterprise innovation and development.Existing research focuses on large enterprises,lacking of research on how small enterprises with resource and capacity constraints can accelerate brand building.This paper explores the process of accelerating brand building in small firms by bricolage external resources with resource bricolage theory.The study finds that in a resource bricolage context,small enterprises accelerate brand building by following the process of“resource bricolage selection-bricolage capability evolution-branding path change”.The selection of resources is based on the resources value,and also includes multiple attributes such as resource functions and resource relationships.The evolution of the bricolage capability presents a learning process from external to internal,from assemblage to integration.The multiple constructive nature of resource selection,and the internal and external learning nature of capability evolution,form a dynamic branding path from avoiding constraints and accumulating commonalities,to responding to constraints and accelerating differences.Findings provide lessons for small firms in their transformation from product manufacturing to brand building.