营销员工投入对企业数字化转型影响研究——基于资源观视角

The Impact of Sales Force Investment on Enterprise Digital Transformation--From a Resource Perspective

尽管数字化转型通常是与技术联系在一起,但其本质上仍属于营销的范畴,然而营销部门在企业数字化转型过程中的作用却鲜有研究。基于此,本文以2011-2020年沪深A股上市的企业数据为研究样本,构建并检验了企业的营销员工投入对企业数字化转型的作用机制以及作用情境。本实证研究有如下结果。(1)企业的营销员工投入与企业数字化转型之间存在倒“U”型关系。(2)对数字化转型的过程分析发现,政府较高的数字关注程度将会进一步强化营销员工投入与企业数字化转型之间的倒“U”型关系;而企业较高的营销吸收能力和财务柔性则会进一步弱化营销员工投入与企业数字化转型之间的倒“U”型关系。(3)进一步的作用机制分析表明,企业的竞争导向和风险承担水平是营销员工投入影响企业数字化转型的重要路径。本文为理解营销部门在促进数字经济发展过程中的重要作用和价值提供了新的启示。

Although digital transformation is usually associated with technology,it is fundamentally a marketing concept.However,the role of marketing departments in enterprise digital transformation has been rarely studied.Based on the data of Chinese Shanghai and Shenzhen A-share listed firms from 2011 to 2020,this study examines the mechanisms underlying the impact of sales force investment on enterprise digital transformation.The empirical study indicates that:firstly,there is an inverted U-shaped relationship between sales force investment and digital transformation;secondly,the process analysis of digital transformation indicates that the inverted U-shaped relationship between sales force investment and digital transformation will be weakened when the government digital attention is low,marketing absorptive capacity is high,financial flexibility is high;thirdly,the impact mechanism reveals that the relationship between sales force investment and digital transformation is partial mediated by corporate competition orientation and risk-taking level.This paper provides new insights for understanding the important role of marketing department in promoting the development of digital economy in the digital era.