摘要：
突破式创新能为企业带来超额的未来收益,是企业成长的重要引擎.作为一种资源密集型活动,突破式创新需要大量营销资源作为保障,有学者证实了营销资源能促进突破式创新,也有学者却发现具有很强营销资源的企业倾向于回避突破式创新.针对营销资源与突破式创新的关系,已有研究尚没有得到统一结论,需要进一步梳理两者关系.以注意力基础观为视角,探讨声誉资源和关系资源对企业突破式创新的影响,并考察企业社会认知能力在其中的调节作用.采用问卷调查方法,对广东、浙江、江苏、山东和天津的制造企业进行调研,获得231份有效样本,采用多元回归分析方法对研究假设进行检验.研究结果表明,企业声誉资源和关系资源对突破式创新均具有负向影响;愿景领导和柔性组织弱化声誉资源对突破式创新的负向影响,远程搜索对声誉资源与突破式创新之间关系的负向调节作用并不显著;愿景领导和远程搜索弱化了关系资源对突破式创新的负向影响,柔性组织对关系资源与突破式创新之间关系的负向调节作用并不显著.通过理论分析和实证检验,进一步明晰了营销资源与突破式创新的关系,拓展了营销资源在注意力基础观中的应用,为突破式创新研究提供了更为完善的注意力基础观分析视角.在一定程度上回答了为什么一些拥有优质资源的企业具备较强的突破式创新能力,而另一些企业却不具备,从社会过程视角为企业的技术创新提供理论指导和实践指南.%Radical innovation is an important engine and could offer unprecedented customer benefits for the enterprise′s growth. As a resource-intensive activity, radical innovation requires a lot of marketing resources as a guarantee, and some scholars have confirmed that marketing resources can promote radical innovation.But at the same time, other scholars have found that enterpri-ses with strong marketing resources tend to avoid radical innovation.In view of the relationship between marketing resources and radical innovation, the existing research has not yet formed a unified conclusion, and need to further research. In the attention view, this study explores the impact of reputation resources and relational resources on the enterprise′s radi-cal innovation, and examines the moderating effect of corporate social cognitive ability between them.A survey was conducted on the manufacturing enterprises in Guangdong, Zhejiang, Jiangsu, Shandong and Tianjin by using the questionnaire survey meth-od.231 valid samples were obtained and the hypothesis was tested by multiple regression analysis. The results show that enterprise′s reputation resources and relational resources have negative effects on its radical innova-tion.Vision leadership and flexible organization weaken the negative relationship between reputation resources and radical inno-vation.Remote search weakens the negative relationship between reputation resources and radical innovation, but not significant. Vision leadership and remote search weaken the negative relationship between relational resources and radical innovation.Flexi-ble organization weakens the negative relationship between reputation resources and radical innovation, yet not significant. Through the theoretical analysis and empirical test, this paper further clarifies the relationship between marketing resources and radical innovation, expands the application of marketing resources in the view of attention.At the same time, this paper pro-vides a more perfect view of attention-base for the radical innovation research.To a certain extent, this paper explains why some enterprises with high-quality resources have a strong radical innovation, while others do not have.From the perspective of social processes, this paper provides theoretical and practical guidance for the enterprise technology innovation.
