国际化企业营销动态能力形成机制研究:基于知识的视角  

Formation Mechanism of Marketing Dynamic Capabilities of International Firms: From the Perspective of Knowledge

作　　者：张珣[1,2] 彭纪生[3] 

机构地区：[1]河海大学商学院,江苏南京211100 [2]江苏省"世界水谷"与水生态文明协同创新中心,江苏南京211100 [3]南京大学商学院,江苏南京210093

出　　处：《河海大学学报（哲学社会科学版）》2017年第3期28-35,共8页Journal of Hohai University：Philosophy and Social Sciences

基　　金：教育部人文社会科学基金项目(14YJC630198);国家自然科学基金面上项目(71473116;71272097;71672083);河海大学中央高校基本科研业务费项目(2014B15014)

摘　　要：基于知识视角,构建国际化企业营销动态能力形成理论模型,并通过134家中国国际化企业的调查数据,使用PLS方法对模型进行验证。研究发现:市场知识宽度和市场知识深度对营销动态能力具有不同的影响机制,市场知识宽度对营销动态能力的作用被知识整合机制部分中介,市场知识深度与营销动态能力几乎没有直接的影响关系,其对营销动态能力的作用被知识整合机制完全中介;正式化在市场知识宽度和知识整合机制之间起到调节作用;学习文化在市场知识宽度、市场知识深度和知识整合机制之间的调节作用不显著。From the perspective of knowledge, the paper describes the process of forming Marketing Dynamic Capabilities( MDC) of international firms by means of absorbing, transforming and integrating market knowledge. The paper thus forms a conceptual model and tests it through PLS path modeling based on a sample of 134 Chinese companies. It is found that the breadth and depth of market knowledge has different impacts on MDC. The knowledge integration plays a partial mediating role in the relationship between the breadth of market knowledge and MDC.The depth of market knowledge almost has no direct impact on MDC. Its role on MDC is fully mediated byknowledge integration mechanism. It is also found that formalization significantly moderates the relationship between the breadth of market knowledge and knowledge integration and learning culture has little moderating effect on the paths between the breadth and depth of market knowledge and knowledge integration.

关 键 词：营销动态能力 学习文化 正式化 知识整合机制 偏最小二乘法(PLS) 

分 类 号：C93[经济管理—管理学] F272