市场导向、资源拼凑与商业模式创新的关系研究  

Market orientation,resource bricolage and business model innovation

作　　者：周飞[1,2] 沙振权 孙锐[1,2] Zhou Fei;Sha Zhenquan;Sun Rui(School of Business Administration,Huaqiao University,Quanzhou 362021,Fujian,China;Research Center of East Management,Huaqiao University,Quanzhou 362021 ,Fujian,China;School of Business Administration,South China University of Technology,Guangzhou 510640,Guangdong,China)

机构地区：[1]华侨大学工商管理学院,福建泉州362021 [2]华侨大学东方企业管理研究中心,福建泉州362021 [3]华南理工大学工商管理学院,广东广州510640

出　　处：《科研管理》2019年第1期113-120,共8页Science Research Management

基　　金：国家自然科学基金(71702060;起止时间:2018.01-2020.12)

摘　　要：市场营销导向的概念被认为是战略营销的基石,然而有关市场导向对企业创新的影响效果却一直饱受争议。以资源建构主义为理论基础,本研究将市场导向区分为反应型和先动型两种类型,从资源拼凑的视角研究市场导向与商业模式创新之间的关系。本文得到以下研究结果:(1)先动型市场导向正向影响商业模式创新,而反应型市场导向对商业模式创新的影响是倒U型的;(2)先动型市场导向和反应型市场导向对资源拼凑均存在显著正向影响;(3)资源拼凑分别在反应型市场导向和先动型市场导向与商业模式创新之间充当了部分中介变量。The concept of marketing orientation is considered to be the cornerstone of strategic marketing. However,the effect of market orientation on the enterprise innovation has been controversial,and the extant research on the influence mechanism between market orientation and business model innovation is still lacking. Based on the Resources Constructivism Theory,and from the perspective of resources bricolage,this study explores the relationship between market orientation( responsive market orientation and proactive market orientation) and business model innovation. Through the questionnaire survey of innovative enterprises from Guangdong,our research results show that:(1) the proactive market orientation has a significant positive effect on business model innovation,and responsive market orientation has an inverted U-shaped influence on business model innovation;(2) the proactive market orientation and responsive market orientation both have significant positive influence on resources bricolage;(3)resources bricolage played a partial intermediary role between proactive market orientation and responsive market orientation impact on business model innovation respectively. This research would not only help to understand the relationship between market orientation and business model innovation,but also help enterprises to provide practical guidance for resource allocation in the process of business model innovation.

关 键 词：先动型市场导向 反应型市场导向 资源拼凑 商业模式创新 

分 类 号：F272.3[经济管理—企业管理]