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首页> 外文期刊>Journal of Business Research >Facilitating dynamic marketing capabilities development for domestic and foreign firms in an emerging economy
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Facilitating dynamic marketing capabilities development for domestic and foreign firms in an emerging economy

机译：促进新兴经济体中国内外公司动态营销能力的发展

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摘要

While the strategy literature has long advocated the impact of strong firm dynamic capabilities on new product development, scant research has discussed how to build dynamic marketing capabilities (DMCs), a key component of dynamic capabilities, to improve innovation performance. Focusing on emerging economies, this study develops a framework for exploring the mechanisms of building strong DMCs from the perspective of both external (inter-organizational relationships) and internal (entrepreneurial orientation) factors. Using survey data from firms in China, the authors find that both vertical and horizontal relationship can facilitate the development of DMCs. Moreover, the impact of vertical relationship is stronger than that of horizontal relationships for domestic firms but weaker for foreign firms, because foreign and domestic firms have different levels of resource dependence on their partners. Furthermore, entrepreneurial orientation influences firms' willingness and ability to leverage the benefits from relationships, thus strengthening the impact of vertical relationships but weakening that of horizontal relationships. The study extends DMCs research into the area of international business by suggesting different approaches for firms to develop DMCs in domestic versus overseas markets.
机译：尽管长期以来，战略文献一直在倡导强大的公司动态能力对新产品开发的影响，但很少的研究讨论了如何构建动态营销能力（DMC）（动态能力的关键组成部分）来提高创新绩效。本研究针对新兴经济体，从外部（组织间关系）和内部（企业方向）因素的角度，为探索建立强大DMC的机制建立了框架。利用来自中国公司的调查数据，作者发现纵向和横向关系都可以促进DMC的发展。此外，纵向关系对国内公司的影响要强于横向关系，但对外国公司的影响要弱，因为外国和国内公司对合作伙伴的资源依赖程度不同。此外，创业导向会影响企业利用关系收益的意愿和能力，从而增强了纵向关系的影响而削弱了横向关系的影响。该研究通过建议公司在国内和海外市场开发DMC的不同方法，将DMC的研究范围扩展到国际业务领域。

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