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Proactive marketing response to population aging: The roles of capabilities and commitment of firms

机译：积极营销对人口老龄化的反应：能力和企业承诺的作用

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Strategic flexibility, and explorative and exploitative capabilities have been argued as critical capabilities and as fundamental ingredients of entrepreneurial marketing. Most past studies have tested the efficacy of these capabilities for firms' proactive marketing responses in the context of immediate task environments over which a firm has considerable direct influence. Unfortunately, few empirical studies have researched general environments that are not only essentially uncontrollable but also those for which it is difficult to discern their opportunity-threat implications.Utilizing a sample from Japan, we test a model that explains the proactive marketing responses to population aging. We found that: 1) a company's strategic flexibility not only serves as a direct driver to both explorative and exploitative capabilities and proactive marketing response, but also imparts a far-reaching indirect effect on the marketing response; and 2) organizational commitment to the population aging issue is a mediator between exploitative capability and marketing responses.
机译：战略灵活性，探索性和剥削能力被认为是重要的能力和创业营销的基本原料。大多数过去的研究已经测试了这些能力对公司主动营销反应在立即任务环境中的主动营销反应的效果，该公司在该公司具有相当大的影响的任务环境中。遗憾的是，很少有实证研究研究了一般环境，这不仅仅是无法控制的，而且还难以辨别他们的机会威胁影响。从日本测试样本，我们测试了一个模型，解释了对人口老龄化的主动营销反应。我们发现：1）公司的战略灵活性不仅是探索性和剥削能力和主动营销反应的直接驱动程序，而且还赋予营销反应的深远间接影响; 2）对人口老龄化问题的组织承诺是剥削能力与营销反应之间的调解员。

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