國際化企業(yè)營銷動態(tài)能力形成機制研究:基于知識的視角
發(fā)布時間：2018-10-25 10:20
【摘要】：基于知識視角,構(gòu)建國際化企業(yè)營銷動態(tài)能力形成理論模型,并通過134家中國國際化企業(yè)的調(diào)查數(shù)據(jù),使用PLS方法對模型進行驗證。研究發(fā)現(xiàn):市場知識寬度和市場知識深度對營銷動態(tài)能力具有不同的影響機制,市場知識寬度對營銷動態(tài)能力的作用被知識整合機制部分中介,市場知識深度與營銷動態(tài)能力幾乎沒有直接的影響關(guān)系,其對營銷動態(tài)能力的作用被知識整合機制完全中介;正式化在市場知識寬度和知識整合機制之間起到調(diào)節(jié)作用;學習文化在市場知識寬度、市場知識深度和知識整合機制之間的調(diào)節(jié)作用不顯著。
[Abstract]:Based on the knowledge perspective, this paper constructs a theoretical model of the dynamic marketing capability of international enterprises, and verifies the model by using PLS method through the survey data of 134 Chinese international enterprises. It is found that the width of market knowledge and the depth of market knowledge have different influence mechanisms on marketing dynamic ability, and the effect of market knowledge width on marketing dynamic ability is partly mediated by the mechanism of knowledge integration. The relationship between the depth of market knowledge and the dynamic ability of marketing has almost no direct influence, and its effect on the dynamic competence of marketing is completely mediated by the mechanism of knowledge integration, and formalization plays a regulating role between the width of market knowledge and the mechanism of knowledge integration. The effect of learning culture on the width of market knowledge, the depth of market knowledge and the mechanism of knowledge integration is not significant.
【作者單位】： 河海大學商學院;江蘇省"世界水谷"與水生態(tài)文明協(xié)同創(chuàng)新中心;南京大學商學院;
【基金】：教育部人文社會科學基金項目(14YJC630198) 國家自然科學基金面上項目(71473116,71272097,71672083) 河海大學中央高�；究蒲袠I(yè)務(wù)費項目(2014B15014)
【分類號】：F274
[Abstract]:Based on the knowledge perspective, this paper constructs a theoretical model of the dynamic marketing capability of international enterprises, and verifies the model by using PLS method through the survey data of 134 Chinese international enterprises. It is found that the width of market knowledge and the depth of market knowledge have different influence mechanisms on marketing dynamic ability, and the effect of market knowledge width on marketing dynamic ability is partly mediated by the mechanism of knowledge integration. The relationship between the depth of market knowledge and the dynamic ability of marketing has almost no direct influence, and its effect on the dynamic competence of marketing is completely mediated by the mechanism of knowledge integration, and formalization plays a regulating role between the width of market knowledge and the mechanism of knowledge integration. The effect of learning culture on the width of market knowledge, the depth of market knowledge and the mechanism of knowledge integration is not significant.
【作者單位】： 河海大學商學院;江蘇省"世界水谷"與水生態(tài)文明協(xié)同創(chuàng)新中心;南京大學商學院;
【基金】：教育部人文社會科學基金項目(14YJC630198) 國家自然科學基金面上項目(71473116,71272097,71672083) 河海大學中央高�；究蒲袠I(yè)務(wù)費項目(2014B15014)
【分類號】：F274
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