营销能力与创新绩效关系研究的综述与启示

The Reviews and Enlightenment on the Relevance of Marketing Capabilities with Innovation Performance

摘要:

随着技术变革与市场竞争的加剧,企业为维护市场优势地位必须在营销管理等核心职能领域培育差异化能力；但营销能力与创新绩效逻辑关系的研究结论还存在诸多不一致。本文以资产观、知识观和流程观为分析基础,从营销能力内涵界定与测量模型概念剖析切入,梳理营销能力与创新绩效关系研究的基本观点与结论,着力讨论营销能力与创新绩效关系有效性的理论边界与作用条件。最后对文献分析结论进行讨论,并就营销能力与创新绩效未来研究进行展望,以期对后续研究有所启发。

关键词:营销能力;创新绩效;资源基础观;研究综述

Abstract:

With the intensification of technological change and market competition, to maintain superior market position, firms must develop differentiated capabilities on key functional field, such as marketing management. But, the conclusions of relations between marketing capabilities (MC) with innovation performance still have some inconsistencies. This paper taking the assets-based views, knowledge-based views and process-based views as analytical foundation, starting with the definition and measurement of MC, reviews the basic points and conclusions of the research on relationship of MC and innovation performance, then discusses particularly the theoretical boundary and impacts conditions of the relevance on MC with innovation performance. Finally, discusses the literature analysis finds and the directions of further research, in order to inspire the follow-up study.

Key words:Marketing capabilities; Innovation performance; RBV; Literature reviews