企业市场知识能力对组织绩效的影响作用研究
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摘要
知识经济时代的到来在给企业带来大量商业机会的同时,也为它们带来了激烈的竞争和巨大的挑战。如何获得与保持竞争优势,并在此基础上追求卓越的组织绩效是企业的管理者思考的核心问题。无论是在传统的市场环境还是现代的市场环境中,争取和维系顾客的关键在于为顾客创造价值。因此,企业必须充分关注顾客需求,同时又不断地与竞争对手进行比较,从而发现进行顾客价值创造的机会,为自己的产品或服务制造出有价值的差异性。并在此基础上通过内部协作,迅速地把这些具有企业特色的顾客价值送达顾客,从而取得竟争优势。为此,企业必须有效对来源于市场的知识进行管理,使得企业能够高效地对来自于顾客、竞争对手的知识进行学习,并集成企业的内部知识,从而创造和向顾客传递有价值的知识。
本文研究以装备制造企业为研究样本,在现有文献回顾的基础上,对市场知识能力及其对组织绩效的影响作用进行了研究。为求本文研究更加全面和具有创新性,全文围绕市场知识能力这一核心概念,开展了三个阶段的研究工作。
首先,本文在现有文献和企业经理人定性访谈的基础上,将企业市场知识能力定义为企业通过各种手段来对市场知识进行学习,通过集成、转化等流程来产生新的知识,最终将市场知识转化为企业竞争优势的过程。在此基础上,将这一概念进一步细化为三个维度:顾客知识能力、竞争对手知识能力和集成知识能力。本文利用装备制造行业企业样本数据开发了包括上述3个维度的企业市场知识能力与组织绩效的测量量表,检验结果表明该量表具有很好的信度和效度。
随后,本文根据知识管理与战略管理理论,构建了3个市场知识能力维度通过营销能力和知识管理实践影响组织绩效的理论模型,并对模型进行了实证检验。分析结果表明营销能力和知识管理实践是组织绩效最直接的前因,它们对组织绩效都具有很强的直接影响,同时知识管理实践也会通过营销能力间接影响组织绩效。市场知识能力的3个维度只会通过营销能力和知识管理实践间接影响组织绩效,他们对组织绩效没有显著的直接影响。市场知识能力的3个维度对营销能力都有显著影响,同时其中的顾客知识能力与竞争对手知识能力对知识管理实践有显著影响,集成知识能力受到知识管理实践的显著影响。此外,顾客知识能力与竞争对手知识能力对集成知识能力存在显著影响。
最后,本文对企业所处市场环境的稳定性进行了划分,并实证检验了市场环境的稳定性对市场知识能力与组织绩效之间关系的调节作用。通过在不同市场环境样本中检验本文提出的理论模型,我们得出市场知识能力营销组织绩效的理论模型在不同市场环境下具有普适性。通过对不同市场稳定程度下理论模型中路径系数的差异及其显著性的分析,我们得出随着市场稳定程度的降低,营销能力对于组织绩效的影响以及知识管理实践对于营销能力的影响会逐渐增强,而知识管理实践对于组织绩效的影响作用则没有明显的变化和差异。同时顾客知识能力和集成知识能力对营销能力的正向影响会伴随着市场市场稳定程度的降低而增强,而竞争对手知识能力对营销能力的正向影响会伴随着市场市场稳定程度的降低而减弱。此外,顾客知识能力对知识管理实践的正向影响会伴随着市场稳定程度的降低而增强,竞争对手知识能力对知识管理实践的正向影响会伴随着市场稳定程度的降低而减弱,而知识管理实践对集成知识能力的正向影响则未体现出显著变化。
综上,本文研究的创新点为:(1)本文在现有文献研究和企业定性访谈的基础上,明确定义了企业市场知识能力的概念,并对其进行了维度划分,将其细分为3个维度9个构面。研究开发了具有良好信度与效度的多维度测量量表,并基于装备制造行业企业样本进行了实证检验。(2)本文基于知识管理和战略管理理论构建了市场知识能力通过营销能力和知识管理实践影响组织绩效的理论模型,揭示了市场知识能力同组织绩效间的路径关系,并对该模型进行了实证检验。(3)本文分析了市场环境稳定性对于市场知识能力同组织绩效间关系的调节作用,设计了相应的调节作用模型并加以实证检验,从而以动态视角更加透彻的揭示了市场知识能力对组织绩效的影响作用。
The arrival of the era of knowledge economy provides not only great chances for enterprises, but also furious competition as well. How to gain and maintain sustainable competitive advantages, and pursue superior organizational performance are the most important questions the enterprisers care about. No matter in traditional environments or in modern environments, creating customer value is the key issue for enterprises to develop and keep customers. Therefore, enterprises must fully concern about customer needs and constantly compare with competitors so as to find opportunities to create customer value and create valuable differences of their products and services. Based on these activities, enterprises deliver these specific valuable characteristics promptly to customers to gain competitive advantages. So enterprises must manage the market knowledge effectively in order to learn from customers and competitors efficiently, integrate internal knowledge with market knowledge, and create and deliver valuable knowledge to customers.
This dissertation made a thorough literature review about market knowledge, analyzed the relationship between market knowledge and organizational performance, and put forward a theorical model. In order to make the research more comprehensive and innovative, three stages of research work are conducted.
Firstly, on the basis of literature review and depth interview, the dissertation defines the concept of Market Knowledge Competence as a series of processes through which an enterprise can acquire market knowledge by various means and create new knowledge through integration and conversion processes, thus market knowledge can create sustainable competitive advantages for an enterprise. Based on this, the dissertation further specifies three dimensions: customer knowledge management capability, competitor knowledge management capability, interior knowledge integration capability. The dissertation develops a three-demension scale, and tests its reliablility and validity by the samples from equipment manufacturing industry.
Secondly, based on Knowledge Management Theory and Strategic Management Theory, the dissertation builds up a theoretical model, in which the three dimensions of Market Knowledge Competence influence Organizational Performance with the mediate effect of Marketing Capabilities and Knowledge Management Practice. Then the model is tested empirically. The results indicate that Marketing Capabilities and Knowledge Management Practice are the most immediate antecedents of Organizational Performance. Both of them influence Organizational Performance directly, while Knowledge Management also influences Organizational Performance via Marketing Capabilities. The three dimensions of Market Knowledge Competence influence Organizational Performance via Marketing Capabilities and Knowledge Management. They have significant effects on Marketing Capabilities, while customer knowledge management capability and competitor knowledge management capability have significant effects on Knowledge Management. Interior knowledge integration capability is influenced by Knowledge Management significantly. Further more, customer knowledge management capability and competitor knowledge management capability have significant effects on interior knowledge integration capability.
Finally, the dissertation specifies Market Stability, and examines the moderate effects of Market Stability to the relationship between Market Knowledge Competence and Organizational Performance. After testing the theoretical model with the different samples specified by Market Stability, the results show that the model is valid and reliable in different market enviorments. By testing the differences of covariances in different market enviorment samples, we find that from high market stability to low market stability, Marketing Capabilities has more and more effect on Organizational Performance, as well as the relationship between Knowledge Management Practice with Marketing Capabilities, while the influence of Knowledge Management Practice on Organizational Perofrmance has no significant change. As Market Stability gets lower, customer knowledge management capability and interior knowledge integration capability have more and more positive effect on Marketing Capabilities, while the effect of competitor knowledge management on Marketing Capabilities gets lower. Besides, as Market Stability gets lower, customer knowledge management capability has more and more positive effect on Knowledge Management Practice, Competitor knowledge management capability has less and less positive effect on Knowledge Management, and the effect of Knowledge Management Practice has no significant change on interior knowledge integration capability.
The innovations of this dissertation are: (1) Based on the literature review and depth interview, the dissertation defines the concept of Market Knowledge Competence and specifies the concept with three dimensions and nine components. The dissertation develops a reliable and valid multi-dimension scale with the data of equipment manufacturing industry. (2) Based on Knowledge Management Theory and Strategic Management Theory, the dissertation builds up and tests a theoretical model, in which the three dimensions of Market Knowledge Competence influence Organizational Performance via Marketing Capabilities and Knowledge Management Practice. (3) Based on the former research, the dissertation specifies the Market Stability and exams the moderating effects of Market Stability to the relationship between Market Knowledge Competence and Organizational Performance. As a result, the dissertation proves the validity of the theoretical model in dynamic market enviorments.
本文研究以装备制造企业为研究样本,在现有文献回顾的基础上,对市场知识能力及其对组织绩效的影响作用进行了研究。为求本文研究更加全面和具有创新性,全文围绕市场知识能力这一核心概念,开展了三个阶段的研究工作。
首先,本文在现有文献和企业经理人定性访谈的基础上,将企业市场知识能力定义为企业通过各种手段来对市场知识进行学习,通过集成、转化等流程来产生新的知识,最终将市场知识转化为企业竞争优势的过程。在此基础上,将这一概念进一步细化为三个维度:顾客知识能力、竞争对手知识能力和集成知识能力。本文利用装备制造行业企业样本数据开发了包括上述3个维度的企业市场知识能力与组织绩效的测量量表,检验结果表明该量表具有很好的信度和效度。
随后,本文根据知识管理与战略管理理论,构建了3个市场知识能力维度通过营销能力和知识管理实践影响组织绩效的理论模型,并对模型进行了实证检验。分析结果表明营销能力和知识管理实践是组织绩效最直接的前因,它们对组织绩效都具有很强的直接影响,同时知识管理实践也会通过营销能力间接影响组织绩效。市场知识能力的3个维度只会通过营销能力和知识管理实践间接影响组织绩效,他们对组织绩效没有显著的直接影响。市场知识能力的3个维度对营销能力都有显著影响,同时其中的顾客知识能力与竞争对手知识能力对知识管理实践有显著影响,集成知识能力受到知识管理实践的显著影响。此外,顾客知识能力与竞争对手知识能力对集成知识能力存在显著影响。
最后,本文对企业所处市场环境的稳定性进行了划分,并实证检验了市场环境的稳定性对市场知识能力与组织绩效之间关系的调节作用。通过在不同市场环境样本中检验本文提出的理论模型,我们得出市场知识能力营销组织绩效的理论模型在不同市场环境下具有普适性。通过对不同市场稳定程度下理论模型中路径系数的差异及其显著性的分析,我们得出随着市场稳定程度的降低,营销能力对于组织绩效的影响以及知识管理实践对于营销能力的影响会逐渐增强,而知识管理实践对于组织绩效的影响作用则没有明显的变化和差异。同时顾客知识能力和集成知识能力对营销能力的正向影响会伴随着市场市场稳定程度的降低而增强,而竞争对手知识能力对营销能力的正向影响会伴随着市场市场稳定程度的降低而减弱。此外,顾客知识能力对知识管理实践的正向影响会伴随着市场稳定程度的降低而增强,竞争对手知识能力对知识管理实践的正向影响会伴随着市场稳定程度的降低而减弱,而知识管理实践对集成知识能力的正向影响则未体现出显著变化。
综上,本文研究的创新点为:(1)本文在现有文献研究和企业定性访谈的基础上,明确定义了企业市场知识能力的概念,并对其进行了维度划分,将其细分为3个维度9个构面。研究开发了具有良好信度与效度的多维度测量量表,并基于装备制造行业企业样本进行了实证检验。(2)本文基于知识管理和战略管理理论构建了市场知识能力通过营销能力和知识管理实践影响组织绩效的理论模型,揭示了市场知识能力同组织绩效间的路径关系,并对该模型进行了实证检验。(3)本文分析了市场环境稳定性对于市场知识能力同组织绩效间关系的调节作用,设计了相应的调节作用模型并加以实证检验,从而以动态视角更加透彻的揭示了市场知识能力对组织绩效的影响作用。
The arrival of the era of knowledge economy provides not only great chances for enterprises, but also furious competition as well. How to gain and maintain sustainable competitive advantages, and pursue superior organizational performance are the most important questions the enterprisers care about. No matter in traditional environments or in modern environments, creating customer value is the key issue for enterprises to develop and keep customers. Therefore, enterprises must fully concern about customer needs and constantly compare with competitors so as to find opportunities to create customer value and create valuable differences of their products and services. Based on these activities, enterprises deliver these specific valuable characteristics promptly to customers to gain competitive advantages. So enterprises must manage the market knowledge effectively in order to learn from customers and competitors efficiently, integrate internal knowledge with market knowledge, and create and deliver valuable knowledge to customers.
This dissertation made a thorough literature review about market knowledge, analyzed the relationship between market knowledge and organizational performance, and put forward a theorical model. In order to make the research more comprehensive and innovative, three stages of research work are conducted.
Firstly, on the basis of literature review and depth interview, the dissertation defines the concept of Market Knowledge Competence as a series of processes through which an enterprise can acquire market knowledge by various means and create new knowledge through integration and conversion processes, thus market knowledge can create sustainable competitive advantages for an enterprise. Based on this, the dissertation further specifies three dimensions: customer knowledge management capability, competitor knowledge management capability, interior knowledge integration capability. The dissertation develops a three-demension scale, and tests its reliablility and validity by the samples from equipment manufacturing industry.
Secondly, based on Knowledge Management Theory and Strategic Management Theory, the dissertation builds up a theoretical model, in which the three dimensions of Market Knowledge Competence influence Organizational Performance with the mediate effect of Marketing Capabilities and Knowledge Management Practice. Then the model is tested empirically. The results indicate that Marketing Capabilities and Knowledge Management Practice are the most immediate antecedents of Organizational Performance. Both of them influence Organizational Performance directly, while Knowledge Management also influences Organizational Performance via Marketing Capabilities. The three dimensions of Market Knowledge Competence influence Organizational Performance via Marketing Capabilities and Knowledge Management. They have significant effects on Marketing Capabilities, while customer knowledge management capability and competitor knowledge management capability have significant effects on Knowledge Management. Interior knowledge integration capability is influenced by Knowledge Management significantly. Further more, customer knowledge management capability and competitor knowledge management capability have significant effects on interior knowledge integration capability.
Finally, the dissertation specifies Market Stability, and examines the moderate effects of Market Stability to the relationship between Market Knowledge Competence and Organizational Performance. After testing the theoretical model with the different samples specified by Market Stability, the results show that the model is valid and reliable in different market enviorments. By testing the differences of covariances in different market enviorment samples, we find that from high market stability to low market stability, Marketing Capabilities has more and more effect on Organizational Performance, as well as the relationship between Knowledge Management Practice with Marketing Capabilities, while the influence of Knowledge Management Practice on Organizational Perofrmance has no significant change. As Market Stability gets lower, customer knowledge management capability and interior knowledge integration capability have more and more positive effect on Marketing Capabilities, while the effect of competitor knowledge management on Marketing Capabilities gets lower. Besides, as Market Stability gets lower, customer knowledge management capability has more and more positive effect on Knowledge Management Practice, Competitor knowledge management capability has less and less positive effect on Knowledge Management, and the effect of Knowledge Management Practice has no significant change on interior knowledge integration capability.
The innovations of this dissertation are: (1) Based on the literature review and depth interview, the dissertation defines the concept of Market Knowledge Competence and specifies the concept with three dimensions and nine components. The dissertation develops a reliable and valid multi-dimension scale with the data of equipment manufacturing industry. (2) Based on Knowledge Management Theory and Strategic Management Theory, the dissertation builds up and tests a theoretical model, in which the three dimensions of Market Knowledge Competence influence Organizational Performance via Marketing Capabilities and Knowledge Management Practice. (3) Based on the former research, the dissertation specifies the Market Stability and exams the moderating effects of Market Stability to the relationship between Market Knowledge Competence and Organizational Performance. As a result, the dissertation proves the validity of the theoretical model in dynamic market enviorments.
引文
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