Effects of entrepreneurial marketing on new ventures' exploitative and exploratory innovation: The moderating role of competitive intensity and firm size

Bachmann Jan-Thomas; Ohlies Isabel; Flatten Tessa

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Effects of entrepreneurial marketing on new ventures' exploitative and exploratory innovation: The moderating role of competitive intensity and firm size

机译：企业家营销对新企业剥削和探索创新的影响：竞争力强度和坚定的调节作用

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EM is a strategic orientation that draws on seven elements: proactiveness, opportunity-focus, risk-taking orientation, innovation orientation, customer satisfaction orientation, value creation and resource leveraging. These elements reinforce each other in a synergistic manner. We investigate how EM affects a new venture's exploitative and exploratory innovation activities. To identify conditions under which EM is more or less effective, we analyze the relationship between EM and exploitative and exploratory innovation under conditions of high and low environmental competitiveness and high and low levels of firm size. Based on survey data from 146 German new ventures up to ten years old in the B2B sector, our results provide evidence of a significant and positive effect of EM on exploitative and exploratory innovation. We find, further, that under conditions of high competitive intensity, the effects of EM on exploratory innovation strengthen, while low levels of competitive intensity do not affect the relationship between EM and exploratory innovation. Our results also show that for larger firms, the positive effects of EM on exploitative innovation are weaker, while for smaller firms, those effects are stronger.

机译：EM是一种战略方向，占据七项要素：招待，机会焦点，风险的方向，创新，客户满意度取向，价值创造和资源利用。这些元素以协同方式互相加强。我们调查EM如何影响新企业的剥削和探索性创新活动。为了确定EM的条件或多或少有效，我们在高低环境竞争力条件下分析了EM和勘探和探索性创新的关系，以及高度和低水平的公司规模。根据B2B部门的146名德国新冒险的调查数据，我们的结果提供了对EM在剥削和探索性创新方面的显着和积极影响的证据。此外，我们发现，在高竞争力的条件下，EM对探索性创新的影响，而低水平的竞争力不影响EM与探索性创新之间的关系。我们的结果还表明，对于更大的公司，EM对剥削创新的积极影响较弱，而对于较小的公司而言，这些效果更强大。

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来源
《Industrial marketing management》 |2021年第1期|87-100|共14页
作者
Bachmann Jan-Thomas; Ohlies Isabel; Flatten Tessa;
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Hsch Trier Fachbereich Wirtschaft D-54293 Trier Germany;

Tech Univ Dortmund Fak Wirtschaftswissensch Technol Management D-44221 Dortmund Germany;

Tech Univ Dortmund Fak Wirtschaftswissensch Technol Management D-44221 Dortmund Germany;

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Effects of entrepreneurial marketing on new ventures' exploitative and exploratory innovation: The moderating role of competitive intensity and firm size

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