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首页> 外文期刊>Journal of product innovation management >In Search of Innovation and Customer-related Performance Superiority: The Role of Market Orientation, Marketing Capability, and Innovation Capability Interactions
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In Search of Innovation and Customer-related Performance Superiority: The Role of Market Orientation, Marketing Capability, and Innovation Capability Interactions

机译：寻找创新和与客户相关的绩效优势：市场导向，营销能力和创新能力互动的作用

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摘要

Understanding the mechanisms through which firms realize the value of their market-based knowledge resources such as market orientation is a central interest of innovation scholars and practitioners. The current study contends that realizing the performance impact of market orientation depends on know-how deployment processes and their complementarities in functional areas such as marketing and innovation that co-align with market orientation. More specifically, this study addresses two research questions: (1) to what extent can market orientation be transformed into customer- and innovation-related performance outcomes via marketing and innovation capabilities; and (2) does the complementarity between marketing capability and innovation capability enhance customer- and innovation-related performance outcomes? Drawing upon the resource-based view and capability theory of the firm, a model is developed that integrates market orientation, marketing capability, innovation capability, and customer- and innovation-related performance. The validity of the model is tested based on a sample of 163 manufacturing and services firms. In answer to the first research question, the findings show that market orientation significantly contributes to customer- and innovation-related performance outcomes via marketing and innovation capabilities. This finding is important in that market-based knowledge resources should be configured with the deployment of marketing and innovation capabilities to ensure better performance. In answer to the second research question, the findings indicate that market orientation works through the complementarity between marketing and innovation capabilities to influence customer-related performance but not innovation-related performance. Managers are advised to have a balanced approach to managing the deployment of capabilities. If they seek to achieve superiority in customer-related performance, marketing capability, innovation capability, and their complementarity are essential for attracting, satisfying, building relationships with, and retaining customers. On the other hand, this complementarity would be considerably less important if firms placed greater emphasis on achieving superiority in innovation-related performance. In contrast to many existing studies, this study is the first to model the roles of both innovation capability and marketing capability in mediating the relationship between market orientation and specific performance outcomes (i.e., innovation- and customer-related outcomes).
机译：了解企业通过其实现基于市场的知识资源（如市场导向）价值的机制是创新学者和实践者的主要兴趣。当前的研究认为，实现市场导向的绩效影响取决于专有技术的部署过程及其在功能领域（例如与市场导向一致的营销和创新）的互补性。更具体地说，本研究解决了两个研究问题：（1）通过市场营销和创新能力，市场定位可以在多大程度上转化为与客户和创新相关的绩效结果； （2）营销能力和创新能力之间的互补是否增强了与客户和创新相关的绩效结果？借鉴公司基于资源的观点和能力理论，开发了一个模型，该模型整合了市场定位，营销能力，创新能力以及与客户和创新相关的绩效。该模型的有效性基于163家制造和服务公司的样本进行了测试。在回答第一个研究问题时，研究结果表明，市场导向通过营销和创新能力极大地促进了与客户和创新相关的绩效结果。这一发现很重要，因为基于市场的知识资源应配置有营销和创新功能，以确保更好的性能。在回答第二个研究问题时，研究结果表明，市场导向通过营销和创新能力之间的互补来起作用，从而影响与客户相关的绩效，而不影响与创新相关的绩效。建议管理人员采用平衡的方法来管理功能的部署。如果他们寻求在与客户相关的绩效方面取得优势，则营销能力，创新能力及其互补性对于吸引，满足，与客户建立关系并留住客户至关重要。另一方面，如果企业更加重视实现与创新相关的绩效方面的优势，那么这种互补性就显得不那么重要了。与许多现有研究相反，该研究是第一个模型化创新能力和营销能力在调解市场导向和特定绩效成果（即与创新和客户相关的成果）之间的关系的角色的研究。

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  • 来源
    《Journal of product innovation management》 |2012年第5期|p.861-877|共17页
  • 作者

    Liem Viet Ngo; Aron OCass;

  • 作者单位

    The University of New South Wales, Australian School of Business, UNSW Kensington Campus, Sydney, NSW 2052, Australia;

    The University of New South Wales, Australian School of Business, UNSW Kensington Campus, Sydney, NSW 2052, Australia;

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