企业国际营销能力对管理创新的作用机制研究——以海信为例  

Study on the Functional Mechanism of International Marketing Capabilities for Management Innovation:Taking Hisense as an Example

作　　者：许晖[1] 王睿智[1] 

机构地区：[1]南开大学商学院,天津300071

出　　处：《管理案例研究与评论》2011年第6期432-443,共12页Journal of Management Case Studies

基　　金：国家自然科学基金资助项目"风险环境下中国企业国际营销动态能力:理论模型;构建机制及对绩效影响研究"(71072100)

摘　　要：营销能力是企业创造顾客价值获取竞争优势的重要能力,管理创新亦是企业不断改进企业流程以应对动荡国际环境的有力手段。本研究在回顾营销能力、管理创新和企业国际化相关理论的基础上,构建了企业国际营销能力对管理创新的作用机制模型,并以海信集团国际化经营为典型案例,探讨了在企业国际化经营过程中,不同形式的营销能力对企业管理创新的作用机制。研究发现,在国际化的不同阶段,企业营销能力的表现形式有所不同,不同形式的营销能力对企业管理创新的影响亦不相同,并体现出不同的作用机制。Marketing capability matters very much in creating customer value and winning competitive advantage for enterprises, while management innovation pushes enterprises to improve corporate procedures to confront unstable international environment. Based on the review of relative theories of marketing capability, management innovation and enterprise internationalization, this paper constructs a functional mechanism model of international marketing capabilities for management innovation in enterprises. It also takes the internationalization of Hisense Group as a case study, discussing the functional mechanisms of various marketing capabilities for enterprise management innovation during the process of internationalization of enterprises. The research finds that, in different stages of internationalization, marketing capabilities are present in different forms. So does the influence of marketing capabilities on enterprise management innovation also, different functional mechanisms show out.

关 键 词：国际企业 营销能力 管理创新 销售能力 营销动态能力 

分 类 号：F270[经济管理—企业管理]