营销创新视野下营销动态能力的效用机制——基于“冷酸灵”的案例研究

发布时间：2018-04-05 23:11

本文选题：营销动态能力　切入点：效用机制　出处：《管理案例研究与评论》2017年02期

【摘要】：营销动态能力是动态能力在企业营销领域的特定形式,其效用已经得到充分的理论阐释,但相关大样本检验或案例验证仍比较缺乏。本研究基于营销创新的视角,运用单案例研究方法对营销动态能力的效用机制进行探究。案例分析结论表明:营销动态能力对技术驱动型营销创新与市场驱动型营销创新均有显著作用;技术驱动型营销创新能有效提升企业竞争优势,而市场驱动型营销创新对顾客资产增值具有积极作用。研究结论可为企业培育营销动态能力、实施差异化营销创新活动、提升市场效能提供管理启示。
[Abstract]:Marketing dynamic capability is a specific form of dynamic capability in the field of enterprise marketing, its utility has been fully explained in theory, but the relevant large sample test or case verification is still lacking.Based on the perspective of marketing innovation, this study uses a single case study to explore the utility mechanism of marketing dynamic ability.The conclusion of case study shows that the dynamic ability of marketing plays a significant role in both technology-driven marketing innovation and market-driven marketing innovation, and that technology-driven marketing innovation can effectively enhance the competitive advantage of enterprises.Market-driven marketing innovation has a positive effect on customer asset appreciation.The conclusion can provide management inspiration for enterprises to cultivate marketing dynamic ability, implement differentiated marketing innovation activities and improve market efficiency.
【作者单位】：重庆理工大学管理学院;重庆理工大学管理案例研究中心;
【基金】：教育部人文社会科学研究项目“动荡环境下企业营销动态能力:模型、机制与开发应用策略研究”(13XJC630010) 重庆市社会科学规划项目“重庆互联网金融企业商业模式创新研究”(2014QNGL46) 重庆理工大学专业学位研究生教育改革试点项目“MBA案例库建设路径下的课程教学改革模式探析”(zssd218)
【分类号】：F274;F426.72

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