前瞻型和反应型顾客导向对创新绩效的影响——分销网络特征的调节作用  

The Effects of Proactive and Responsive Customer Orientation on Innovation Performance: The Empirical Study on Moderating Role of Characteristics of Distribution Network

作　　者：薛佳奇[1] 王永贵[1] 

机构地区：[1]对外经济贸易大学国际商学院,北京100029

出　　处：《经济管理》2013年第12期78-87,共10页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金青年项目"基于服务主导逻辑的供应链导向:维度构建;驱动因素和对绩效的作用机制"(71102079);国家自然科学基金面上项目"基于服务主导逻辑范式的价值共创与分享研究:理论探讨与实证分析"(71072019);国家社科基金重大项目"我国自主创新型技术赶超发展战略与路径研究--基于跨学科协同的多层次整合研究"(12&ZD205)

摘　　要：以往研究对顾客导向与创新绩效间关系一直存有争议。本研究基于社会资本理论,从企业分销网络特征的视角,揭示了不同类型顾客导向(包括反应型和前瞻型)与创新绩效间关系的动态变化。通过对212个样本的实证研究发现,企业的分销网络关系强度强化了反应型顾客导向与创新绩效的正向关系,却削弱了前瞻型顾客导向与创新绩效的正向关系。分销网络连通度过高或过低都会抑制反应型顾客导向对创新绩效的促进作用,只有适度的连通才更加有效。本研究为管理者有效利用分销网络资源,采取匹配的顾客导向策略进行创新,提供了重要依据。Customer orientation has long been recognized as a determinant of firm＇ s performance by academics and practitioners. However, the impact of customer orientation on innovation performance is controversial. Some scholars hold that it is necessary for the effective innovation to continuously meet the customer＇ s need and provide products which can be easily accepted. While others state that it is easy to be imitated and surpassed by competitors if firms are confine themselves to the innovation led by customers. Although prior studies explain the reason why the dispute exists from different perspectives, they neglect an important factor--distribution network, which affects how customer orientation functions in firm＇ s innovation activities. The effect of customer orientation on innovation large- ly depend on timely and accurately acquiring information about customers which firms need. However, it is limited for firms to obtain information resources by their own. A huge number of information actually exists in distribution networks. Distributors not only store much valuable information about customers, but own the right to allocate the resources. According to social network theory, characteristics of the network firms embed into determine the speed and quality of information exchange between actors in the network. Though distribution network is an important way to acquire innovative information for customer-oriented firms, we still don＇ t know how characteristics of distribution network impact the relationship between customer orientation and innovation performance. To fill this gap, this study describes the characteristics of distribution network by using relationship strength and structure, and attempts to look into the role of these two variables in affecting the relationship between different types of customer orientation （ie, responsive customer orientation and proactive customer orientation） and innova- tion performance. Based on social capital theory, we developed the conceptual model and hypothes

关 键 词：顾客导向 创新绩效 分销网络 社会资本理论 

分 类 号：F274[经济管理—企业管理]