多市场接触、相互克制战略与企业绩效——基于企业内部机制视角的研究

Multi-market Contact,Mutual Forbearance Strategy and Firm Performance——Based on the Moderating Effect of Multi-market Synergy and Incentive Mechanism Within an Organization

以往文献对于企业多市场接触进行了深入而广泛的研究,大多数局限于企业外部视角,很少关注企业内部实施机制对其多市场战略的影响。本文主要考察企业内多市场协同与激励机制对企业相互克制战略实施的影响。我们构建了关于多市场接触、相互克制战略、内部协同机制、多市场激励机制等构念的量表,进行了结构方程分析。结果表明:企业间多市场接触促进了相互克制战略的实施,进而会对企业绩效产生积极影响;企业的内部多市场激励机制对多市场战略与企业绩效间关系具有显著的正向调节作用,但是多市场协同机制的调节效果并不显著。本文认为,合理地安排企业内部协同与激励机制,将对企业实施有效的相互克制战略提供重要支持,进而会对企业绩效有较大的提升作用。

Previous literature has conducted in-depth and extensive research on multi-market engagement,but most of them are limited to the external perspective of the firm,and few pay attention to the impact of the internal implementation mechanism on its multi-market strategy.This paper mainly examines the influence of multi-market coordination and incentive mechanism on the implementation of mutual forbearance strategy.We construct a scale of constructs such as multi-market contact,mutual forbearance strategy,internal synergy mechanism and multi-market incentive mechanism,and conduct structural equation analysis.The results show that multi-market contact promotes the implementation of mutual forbearance strategy,and then has a positive impact on firm performance.The internal multi-market incentive mechanism has a significant positive moderating effect on the relationship between multi-market strategy and firm performance,but the moderating effect of multi-market coordination mechanism is not significant.This paper holds that reasonable arrangement of internal coordination and incentive mechanism will provide important support for the implementation of effective mutual forbearance strategy,and will further improve the performance of enterprises.