客户导向和竞争者导向的整合与企业绩效被引量：12

The Integration of Customer Orientation and Competitor Orientation and Firm Performance

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摘要结合市场导向和组织双元理论,讨论如何整合客户导向和竞争者导向的问题。识别出客户导向和竞争者导向的两种整合方式,即组合和平衡,探讨两种整合方式对企业绩效的直接效应及企业资源对两种整合方式与企业绩效关系的调节作用。以209家中国制造企业为对象进行问卷调查,运用多元回归分析等方法对以上直接效应和调节作用进行统计检验。研究结果表明,组合客户导向和竞争者导向会提升企业绩效,平衡客户导向和竞争者导向不能提升企业绩效。企业的营销能力和规模显著调节不同整合方式对企业绩效的作用,企业营销能力负向调节平衡方式对绩效的影响,正向调节组合方式对绩效的影响;企业规模会正向调节平衡方式对绩效的影响,但不能显著改变组合方式对绩效的影响。最后,提出企业根据营销能力和企业规模的特点对客户导向与竞争者导向进行整合的相关建议。 Drawing on market orientation and organizational ambidexterity theories, this study explores how to integrate the cus- tomer and competitor orientation. First, two integration patterns are identified, including combination and balance. Then, the study explores the direct effect of two integration pattems on firm performance and the moderating effect of organizational re- sources between integration patterns and firm performance. The empirical analyses were based on survey data of 209 Chinese manufacturing enterprises, and multiple regression analyses were used to test the above-mentioned direct effect and moderating effect. Results show that combination of customer and competitor orientation enhances firm performance, while the balance between customer and competitor orientation could not improve performance. In addition, firms＇ marketing capabilities and size sig- nificantly moderate the effects of integration patterns on firm performance. Specifically, marketing capabilities negatively modera- ted the balance-performance linkage, but positively moderated the combination-performance linkage. Moreover, firm size posi- tively moderated the effect of balance pattern on firm performance, while the impact of combination on firm performance did not depend on firm size. Finally, finding-oriented recommendations that finns should integrate these two orientations according to firm-specific marketing capabilities and firm size are provided.

作者李瑜谢恩

机构地区西安交通大学管理学院

出处《管理科学》 CSSCI 北大核心 2014年第3期14-23,共10页 Journal of Management Science

基金国家自然科学基金(71172185 71222202)~~

关键词客户导向竞争者导向企业绩效营销能力企业规模 customer orientation competitor orientation finn performance marketing capabilities finn size

分类号 F272.3 [经济管理—企业管理]

作者简介李瑜（1990-），女，重庆人，西安交通大学管理学院博士研究生，研究方向：企业战略和创新管理等。E-mail：yurbb01@stu．xjtu．edu．cn

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