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Managing market intelligence: The comparative role of absorptive capacity and market orientation

机译：管理市场情报：吸收能力和市场定位的比较作用

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摘要

Technological knowledge and market knowledge are among the most valuable resources that a firm can utilize for competitive advantage. Absorptive capacity (ACAP) or a firm's ability to acquire, assimilate, transform, and apply knowledge, has long been a central construct in organizational studies. Yet, limited research exists on ACAP in a marketing context. Marketers tend to utilize market orientation (MO) in similar theoretical contexts. This study extends the scope of ACAP beyond a technology-related context and develops a model to compare the performance of both potential and realized ACAP as well as that of MO to assess shared performance in a market-related context. The survey results suggest that ACAP of market knowledge positively influences firm performance by enhancing customer acquisition & retention of the firm. The findings also indicate that market orientation operates through the innovation process to add its effects to that of ACAP. Finally, this study discusses the moderating role of a firm's balance in cost leadership and differentiation strategy, suggesting comparative and distinguishable effects of ACAP of market knowledge and market orientation. (C) 2016 Elsevier Inc. All rights reserved.
机译：技术知识和市场知识是企业可以用来获得竞争优势的最有价值的资源。吸收能力（ACAP）或企业获取，吸收，转化和应用知识的能力，一直是组织研究的核心内容。但是，在市场营销方面对ACAP的研究还很有限。营销人员倾向于在类似的理论背景下利用市场定位（MO）。这项研究将ACAP的范围扩展到了与技术相关的范围之外，并开发了一个模型来比较潜在和已实现的ACAP的绩效以及MO的绩效，以评估市场相关背景下的共享绩效。调查结果表明，市场知识的ACAP通过增强客户获取和保留公司的能力，对公司的业绩产生积极的影响。研究结果还表明，市场导向在创新过程中起作用，以将其影响添加到ACAP中。最后，本研究讨论了企业平衡在成本领导和差异化战略中的调节作用，并提出了市场知识和市场导向的ACAP的比较性和区别性影响。 （C）2016 Elsevier Inc.保留所有权利。

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