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首页> 外文期刊>Journal of business & industrial marketing >Organizational ambidexterity, brand management capability and brand performance
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Organizational ambidexterity, brand management capability and brand performance

机译：组织肢体，品牌管理能力和品牌表现

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摘要

Purpose The purpose of this study is to examine the extent to which an organization's pursuit of radical and disruptive innovations and refinement of existing processes and incremental innovations influence the brand management capability, and subsequently, the brand performance in business-to-business firms. Design/methodology/approach The key informant approach is used for data collection. Panel data are obtained using the services of a reputable research firm. Existing scales are used to measure all the focal constructs. Partial least squares based structural equation modeling is used to test the hypotheses. Findings The results of this study indicate positive associations of both exploitative and exploratory innovation types with brand management processes. These findings signify the need for organizations to balance both these innovation types to maximize their performance. Research limitations/implications This study prescribes an insight into the complex relationship that exists between organizational ambidexterity, brand management processes and brand performance, providing a framework that reconciles the seemingly conflicting goals of relevance and consistency in the development of brand management capability. Practical implications Given that very few firms can achieve ambidexterity, this study provides a means to maximize the potential of this organizational process. Originality/value This study borrows from the existing research on brand management to argue that organizations are required to balance both exploitative and exploratory innovation types to maximize their performance.
机译：目的本研究的目的是研究组织追求激进和破坏性创新和现有流程和增量创新的细化的程度，影响品牌管理能力，随后，商业公司的品牌表现。设计/方法/方法关键信息方法用于数据收集。使用信誉良好的研究公司的服务获得面板数据。现有尺度用于测量所有焦点构造。基于部分最小二乘的结构方程建模用于测试假设。调查结果本研究结果表明利用和探索性创新类型与品牌管理流程的积极协会。这些调查结果表示，需要组织能够平衡这些创新类型，以最大限度地提高其性能。研究限制/含义本研究规定了对组织肢体，品牌管理流程和品牌绩效之间存在的复杂关系的洞察，提供了一个框架，该框架与品牌管理能力的发展中的相关性和一致性的看似相互冲突的目标。本研究提供了鉴于克服很少的公司可以实现赤字的实践意义，提供了最大化该组织过程潜力的手段。原创性/值本研究借鉴了现有的品牌管理研究，争辩说，组织需要平衡剥削和探索性创新类型，以最大限度地提高其性能。

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