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以往研究对顾客导向与创新绩效间关系一直存有争议。本研究基于社会资本理论,从企业分销网络特征的视角,揭示了不同类型顾客导向(包括反应型和前瞻型)与创新绩效间关系的动态变化。通过对212个样本的实证研究发现,企业的分销网络关系强度强化了反应型顾客导向与创新绩效的正向关系,却削弱了前瞻型顾客导向与创新绩效的正向关系。分销网络连通度过高或过低都会抑制反应型顾客导向对创新绩效的促进作用,只有适度的连通才更加有效。本研究为管理者有效利用分销网络资源,采取匹配的顾客导向策略进行创新,提供了重要依据。
In the past, the relationship between customer orientation and innovation performance has been controversial. Based on the social capital theory, this study reveals the dynamic changes in the relationship between different types of customer orientation (including reactive and forward-looking) and innovation performance from the perspective of the distribution network characteristics of enterprises. Through the empirical study of 212 samples, it is found that the strength of the distribution network of enterprises strengthens the positive relationship between responsive customer orientation and innovative performance, but weakens the positive relationship between forward-looking customer orientation and innovation performance. Distribution network connectivity is too high or too low will inhibit the reactive role of customer-oriented innovation to promote the role of only modest connectivity is more effective. This study provides an important basis for managers to make effective use of distribution network resources and adopt matching customer-oriented strategies for innovation.