用户-企业共享价值诉求与企业创新能力关系研究——以顾客授权为中介
|
摘要
企业吸纳用户参与创新过程,是构建并提升创新能力的重要途径。但作为外部创新源,用户参与创新虽然将价值创造与价值消费形成闭环,却以企业开放创新过程为条件,这加剧了创新过程的复杂性,也使用户参与提升企业创新能力的内在机理难以洞悉。基于价值共创理论、用户创新理论与创新能力理论,本文从企业方面探索如何吸纳用户参与创新过程进而提升创新能力的内在规律。基于202份国内企业样本,首先探索了用—企共享的价值诉求构念内涵与结构。在此基础上,以"动机构建→授权导引→能力发展"为脉络研究价值共创视角下企业创新能力提升机理。发现:(1)用户参与的社会性价值预期能够有效提升企业二元性创新能力;(2)用—企共享的独异价值预期(功能性价值)能够有效提升企业渐进性创新能力;(3)顾客授权在"用—企"共享的社会性价值诉求与渐进性创新能力之间起到局部中介的作用。
Coming the era of time-based competition,since the term of"gaining the users,gaining the markets"has been recognized as a consensus,more and more firms tend to employ users to participate into their innovation processes to help them to gain competitive advantage.While users' participation in a firm's innovation will make the loop of value creation and consumption closed which does facilitate a firm to create value more effectively and efficiently,it also makes firms' innovating process much more complex to be handled for the reason that a firm has to open its innovation processes to outside.Then,what on earth is the effect of users' participation in a firm's innovation processes on a firm's innovation?Theoretically,by taking users as external source of innovation,scholars of user innovation pay more attention to incentives that drive users to innovate or participate in a firm's innovation processes,with ignorance of the effect of user's participation in a firm's innovation processes on a firm's innovation capabilities.Literature of marketing on users or customers' participation in the processes of new product development focuses more on customers' satisfaction or a firm's financial performance or market share than innovation capabilities influenced by user's participation.However,the mechanism of how a firm attracts its users to involve into the processes of innovating and translates the efforts of both the firm and their users make in the processes of innovating into the firm's innovation capabilities has not been explored systematically.Based on the theories of value co-creation,user innovation and firms' innovation capabilities,using data collected from 202 domestic enterprises,the mechanism of how users' participation in a firm's innovation influences a firm's innovation capabilities is explored.The construction of user-enterprise shared value propositions is explored firstly.Following the logic of "incentives construction empowerment introduction capabilities' development",the mechanism of a firm's innovation capabilities' leveraging is explored from perspective of value co-creation by the user and the enterprise.Findings are got as follows:(1)Social value expectation holding both by user and enterprise facilitates a firm to leverage its innovation capabilities,including incremental and radical innovation capabilities,namely,ambidextrous innovation capabilities.(2)Functional value expectation of uniqueness holding both by user and enterprise could improve a firm's incremental innovation capabilities.(3)Customer empowerment plays a role of mediator between social value expectation and incremental innovation capabilities.Our findings contribute theory of user innovation by identifying conditions of application of theory of user innovation.They also contribute to the theory of value co-creation by operationalizing the construct of shared value proposition in context of firms' innovation.Finally,our findings may provide firms guidance to design their organizing process and incentives to attract users to take part in innovation processes to leverage their innovation capabilities effectively.Meanwhile,a firm has to be warned not to keep in too close touch with their usual users,because too close relationship between a firm and its users may produce lock-in effect,which may drop a firm in success-trap,especially when the environment changes radically.
Coming the era of time-based competition,since the term of"gaining the users,gaining the markets"has been recognized as a consensus,more and more firms tend to employ users to participate into their innovation processes to help them to gain competitive advantage.While users' participation in a firm's innovation will make the loop of value creation and consumption closed which does facilitate a firm to create value more effectively and efficiently,it also makes firms' innovating process much more complex to be handled for the reason that a firm has to open its innovation processes to outside.Then,what on earth is the effect of users' participation in a firm's innovation processes on a firm's innovation?Theoretically,by taking users as external source of innovation,scholars of user innovation pay more attention to incentives that drive users to innovate or participate in a firm's innovation processes,with ignorance of the effect of user's participation in a firm's innovation processes on a firm's innovation capabilities.Literature of marketing on users or customers' participation in the processes of new product development focuses more on customers' satisfaction or a firm's financial performance or market share than innovation capabilities influenced by user's participation.However,the mechanism of how a firm attracts its users to involve into the processes of innovating and translates the efforts of both the firm and their users make in the processes of innovating into the firm's innovation capabilities has not been explored systematically.Based on the theories of value co-creation,user innovation and firms' innovation capabilities,using data collected from 202 domestic enterprises,the mechanism of how users' participation in a firm's innovation influences a firm's innovation capabilities is explored.The construction of user-enterprise shared value propositions is explored firstly.Following the logic of "incentives construction empowerment introduction capabilities' development",the mechanism of a firm's innovation capabilities' leveraging is explored from perspective of value co-creation by the user and the enterprise.Findings are got as follows:(1)Social value expectation holding both by user and enterprise facilitates a firm to leverage its innovation capabilities,including incremental and radical innovation capabilities,namely,ambidextrous innovation capabilities.(2)Functional value expectation of uniqueness holding both by user and enterprise could improve a firm's incremental innovation capabilities.(3)Customer empowerment plays a role of mediator between social value expectation and incremental innovation capabilities.Our findings contribute theory of user innovation by identifying conditions of application of theory of user innovation.They also contribute to the theory of value co-creation by operationalizing the construct of shared value proposition in context of firms' innovation.Finally,our findings may provide firms guidance to design their organizing process and incentives to attract users to take part in innovation processes to leverage their innovation capabilities effectively.Meanwhile,a firm has to be warned not to keep in too close touch with their usual users,because too close relationship between a firm and its users may produce lock-in effect,which may drop a firm in success-trap,especially when the environment changes radically.
引文
[1]Hambrick D C,Mason P A.Upper echelons:The organization as a reflection of its top managers[J].Academy of Management Review,1984,9(2):193-206.
[2]Cohen W M,Levinthal D A.Absorptive capacity:A new perspective on learning and innovation[J].Administrative Science Quarterly,1990,35(1):128-152.
[3]Argyres N S,Silverman B S.R&D,organization structure and the development of corporate technological knowledge[J].Strategic Management Journal,2004,25(8):929-958.
[4]张军,金露.企业动态能力形成路径研究——基于创新要素及创新层次迁移视角的案例研究[J].科学学研究,2011,29(06):939-948.
[5]Schilling M A,Phelps C C.Inter-firm collaboration networks:The impact of large-scale network structure on firm innovation[J].Management Science,2007,53(7):1113-1126.
[6]Vanhaverbeke W,Gilsing V,Beerkens B,et al.The role of alliance network redundancy in the creation of core and non-core technologies[J].Journal of Management Studies,2009,46(2):215-244.
[7]Von Hippel E,The sources of innovation[M].New York:Oxford University Press,1988.
[8]Lüthje C,Herstatt C,Von Hippel E.User-innovators and “local”information:The case of mountain biking[J].Research Policy,2005,34(6):951-965.
[9]Nambisan S,Baron R A.Virtual customer environments:Testing a model of voluntary participation in value co-creation activities[J].Journal of Product Innovation Management,2009,26(4):388-406.
[10]Kumar V,Reinartz W.Creating enduring customer value[J].Journal of Marketing:AMA/MSI Special Issue,2016,80(November):36-68.
[11]Nishikawa H,Schreier M,Fuchs C,et al.The value of marketing crowdsourced new products as such:Evidence from two randomized field experiments[J].Journal of Marketing Research,2017,54(4):52-539.
[12]Chang W,Taylor S A.The effectiveness of customer participation in new productdevelopment:A meta-analysis[J].Journal of Marketing,2016,80(1):47-64.
[13]Albrecht K.The only thing that matters[J].Executive Excellence,1992,9(November),7.
[14]Prahalad C K,Ramaswamy V.The future of competition:Co-creatingunique value with customers[M].Harvard Business School Press,2004.
[15]Van Doorn J,Lemon K E,Mittal V,et al.Customer engagement behavior:theoretical foundations and research directions[J].Journal of Service Research,2010,13(3):253-266.
[16]Kalaignanam K,Varadarajan R.Customers as coproducers:Implications for marketing strategy effectiveness and marketing operations efficiency[M]//Lusch R F,Vargo S L.Theservice-dominant logic of marketing:Dialog,debate,and directions.Armonk,NY:ME Sharpe,2006.
[17]Ogawa S.Does sticky information affect the locus of innovation?Evidence from the Japanese conveniencestore industry[J].Research Policy,1998,26(7/8):777-790.
[18]姜骞,刘强,唐震.物流集群共享性资源对物流企业动态能力的影响机理——价值共创的中介作用和齐美尔连接的调节作用[J].技术经济,2016,35(9):50-58.
[19]孙璐,李力,陶福平.信息交互能力、价值共创与竞争优势——小米公司案例研究[J].研究与发展管理,2016,(6):101-113.
[20]Von Hippel E.Perspective:User toolkits for innovation[J].The Journal of Product Innovation Management,2001,18(4):247-257.
[21]Thomke S,Von Hippel E.Customers as innovators:A new way to create value[J].Harvard Business Review,2002,80(4):74-85.
[22]Von Hippel E,Katz R.Shifting innovation to users via toolkits[J].Management Science,2002,48(7):821-833.
[23]Franke N,Piller F.Value creation by toolkits for user innovation and design:The case of the watch market[J].Journal of Product Innovation Management,2004,21(6):401-415.
[24]Ramani G,Kumar V.Interaction orientation and firm performance[J].Journal of Marketing,2008,72(1):27-45.
[25]袁平,刘艳彬,李兴森.互动导向、顾客参与创新与创新绩效的关系研究[J].科研管理,2015,36(8):52-59.
[26]吴兆春,于洪彦,田阳.互动导向、创新方式与公司绩效——基于珠三角的实证研究[J].中国科技论坛,2013,(6):39-44.
[27]Hienerth C,Von Hippel E,Jensen M B.User community vs.producer innovation development efficiency:A first empirical study[J].Research Policy,2014,43:190-201.
[28]Sweeney J C,Soutar G N.Consumer perceived value:The development of a multiple item scale[J].Journal of Retailing,2001,77(2):203-220.
[29]Harhoff D,Henkel J,Von Hippel E.Profitingfrom voluntary information spillovers:How users benefit from freely revealing their innovations[J].Research Policy,2003,32(10):1753-1769.
[30]Subramaniam M,Youndt M A.The influence of intellectual capital on the types of innovative capabilities[J].Academy Management Journal,2005,48(3):450-463.
[31]Damanpour F.Organizational innovation:A meta-analysis of effects of determinants and moderators[J].Academy of Management Journal,1991,34(3):555-590.
[32]Lüthje C.Characteristics of innovating users in a consumer goods field[R].MIT Sloan School of Management,Working Paper,2000.
[2]Cohen W M,Levinthal D A.Absorptive capacity:A new perspective on learning and innovation[J].Administrative Science Quarterly,1990,35(1):128-152.
[3]Argyres N S,Silverman B S.R&D,organization structure and the development of corporate technological knowledge[J].Strategic Management Journal,2004,25(8):929-958.
[4]张军,金露.企业动态能力形成路径研究——基于创新要素及创新层次迁移视角的案例研究[J].科学学研究,2011,29(06):939-948.
[5]Schilling M A,Phelps C C.Inter-firm collaboration networks:The impact of large-scale network structure on firm innovation[J].Management Science,2007,53(7):1113-1126.
[6]Vanhaverbeke W,Gilsing V,Beerkens B,et al.The role of alliance network redundancy in the creation of core and non-core technologies[J].Journal of Management Studies,2009,46(2):215-244.
[7]Von Hippel E,The sources of innovation[M].New York:Oxford University Press,1988.
[8]Lüthje C,Herstatt C,Von Hippel E.User-innovators and “local”information:The case of mountain biking[J].Research Policy,2005,34(6):951-965.
[9]Nambisan S,Baron R A.Virtual customer environments:Testing a model of voluntary participation in value co-creation activities[J].Journal of Product Innovation Management,2009,26(4):388-406.
[10]Kumar V,Reinartz W.Creating enduring customer value[J].Journal of Marketing:AMA/MSI Special Issue,2016,80(November):36-68.
[11]Nishikawa H,Schreier M,Fuchs C,et al.The value of marketing crowdsourced new products as such:Evidence from two randomized field experiments[J].Journal of Marketing Research,2017,54(4):52-539.
[12]Chang W,Taylor S A.The effectiveness of customer participation in new productdevelopment:A meta-analysis[J].Journal of Marketing,2016,80(1):47-64.
[13]Albrecht K.The only thing that matters[J].Executive Excellence,1992,9(November),7.
[14]Prahalad C K,Ramaswamy V.The future of competition:Co-creatingunique value with customers[M].Harvard Business School Press,2004.
[15]Van Doorn J,Lemon K E,Mittal V,et al.Customer engagement behavior:theoretical foundations and research directions[J].Journal of Service Research,2010,13(3):253-266.
[16]Kalaignanam K,Varadarajan R.Customers as coproducers:Implications for marketing strategy effectiveness and marketing operations efficiency[M]//Lusch R F,Vargo S L.Theservice-dominant logic of marketing:Dialog,debate,and directions.Armonk,NY:ME Sharpe,2006.
[17]Ogawa S.Does sticky information affect the locus of innovation?Evidence from the Japanese conveniencestore industry[J].Research Policy,1998,26(7/8):777-790.
[18]姜骞,刘强,唐震.物流集群共享性资源对物流企业动态能力的影响机理——价值共创的中介作用和齐美尔连接的调节作用[J].技术经济,2016,35(9):50-58.
[19]孙璐,李力,陶福平.信息交互能力、价值共创与竞争优势——小米公司案例研究[J].研究与发展管理,2016,(6):101-113.
[20]Von Hippel E.Perspective:User toolkits for innovation[J].The Journal of Product Innovation Management,2001,18(4):247-257.
[21]Thomke S,Von Hippel E.Customers as innovators:A new way to create value[J].Harvard Business Review,2002,80(4):74-85.
[22]Von Hippel E,Katz R.Shifting innovation to users via toolkits[J].Management Science,2002,48(7):821-833.
[23]Franke N,Piller F.Value creation by toolkits for user innovation and design:The case of the watch market[J].Journal of Product Innovation Management,2004,21(6):401-415.
[24]Ramani G,Kumar V.Interaction orientation and firm performance[J].Journal of Marketing,2008,72(1):27-45.
[25]袁平,刘艳彬,李兴森.互动导向、顾客参与创新与创新绩效的关系研究[J].科研管理,2015,36(8):52-59.
[26]吴兆春,于洪彦,田阳.互动导向、创新方式与公司绩效——基于珠三角的实证研究[J].中国科技论坛,2013,(6):39-44.
[27]Hienerth C,Von Hippel E,Jensen M B.User community vs.producer innovation development efficiency:A first empirical study[J].Research Policy,2014,43:190-201.
[28]Sweeney J C,Soutar G N.Consumer perceived value:The development of a multiple item scale[J].Journal of Retailing,2001,77(2):203-220.
[29]Harhoff D,Henkel J,Von Hippel E.Profitingfrom voluntary information spillovers:How users benefit from freely revealing their innovations[J].Research Policy,2003,32(10):1753-1769.
[30]Subramaniam M,Youndt M A.The influence of intellectual capital on the types of innovative capabilities[J].Academy Management Journal,2005,48(3):450-463.
[31]Damanpour F.Organizational innovation:A meta-analysis of effects of determinants and moderators[J].Academy of Management Journal,1991,34(3):555-590.
[32]Lüthje C.Characteristics of innovating users in a consumer goods field[R].MIT Sloan School of Management,Working Paper,2000.