Disruptive innovation has gradually become an important strategic choice for latecomer enterprises. Based on dynamic capability theory, this study explores the influence mechanism of marketing ability, from outside-in and inside-out strategic orientations, on disruptive innovation, and constructs a research model of marketing ability that influences disruptive innovation through organizational agility as an intermediary, and further analyzes the moderating role of cognitive legitimacy in latecomer enterprises. Empirical test data derived from 191 SMEs in science and technology innovation. The results show that outside-in marketing ability has a significant positive impact on organizational agility, while inside-out marketing ability has an inverted U-shaped effect. Organizational Agility plays a partial mediating role between outside-in, inside-out marketing ability and disruptive innovation. Cognitive legitimacy positively moderates the relationship between outside-in marketing ability and organizational agility.
[1] ADNER R. When are technologies disruptive a demand-based view of the emergence of competition[J]. 2002, 23(8):667-688.
[2] KUMARASWAMY A, MUDAMBI R, SARANGA H, et al. Catch-up strategies in the Indian auto components industry: domestic firms' responses to market liberalization[J]. Journal of International Business Studies, 2012, 43(4):368-395.
[3] DAY G S. The capabilities of market-driven organizations[J]. Journal of Marketing, 1994, 58(4):37-52.
[4] SAEED S, YOUSAFZAI S, PALADINO A, et al. Inside-out and outside-in orientations: a meta-analysis of orientation's effects on innovation and firm performance[J]. Industrial Marketing Management, 2015, 47:121-133.
[5] KAMBOJ S, RAHMAN Z. Market orientation, marketing capabilities and sustainable innovation: the mediating role of sustainable consumption and competitive advantage[J]. Management Research Review, 2017, 40(6): 698-724.
[6] 李清政, 白戈, 于建原. 营销能力与创新关系实证研究[J]. 中国软科学, 2011(1): 135-141.
[7] DAY G S. Closing the marketing capabilities gap[J]. Journal of Marketing, 2011, 75(4):183-195.
[8] DAY G S. An outside-in approach to resource-based theories[J]. Journal of the Academy of Marketing Science, 2014, 42(1):27-28.
[9] 李桂华,申媛婷.要素品牌策略、营销能力与品牌绩效关系研究[J].管理评论,2019,31(1):113-125.
[10] MU J. Marketing capability, organizational adaptation and new product development performance[J]. Industrial Marketing Management, 2015, 49:151-166.
[11] WINTER S G. Understanding dynamic capabilities[J]. Strategic Management Journal, 2003, 24(10):991-995.
[12] COLLIS D J. Research note: how valuable are organizational capabilities[J]. Strategic Management Journal, 1994, 15(S1):143-152.
[13] 王铁骊. 基于敏捷性的制造企业组织变革研究[D]. 长沙：中南大学, 2007.
[14] PANDA S, RATH S K. The effect of human IT capability on organizational agility: an empirical analysis[J]. Management Research Review, 2017, 40(4):800-820.
[15] SUCHMAN M C. Managing legitimacy: strategic and institutional approaches[J]. Academy of Management Review, 1995, 20(3):571-610.
[16] 赵文红, 薛朝阳. 创业团队异质性、认知合法性与资源获取关系研究[J]. 管理学报, 2017, 14(4):537-544.
[17] CERTO S T, HODGE F. Top management team prestige and organizational legitimacy: an examination of investor perceptions[J]. Journal of Managerial Issues, 2007, 19(4):461-477.
[18] POLLACK J M, RUTHERFORD M W, NAGY B G. Preparedness and cognitive legitimacy as antecedents of new venture funding in televised business pitches[J]. Entrepreneurship Theory & Practice, 2012, 36(5):915-939.
[19] CHRISTENSEN C M．What is disruptive innovation[J]．Harvard Business Review，2015(11):45-56．
[20] 张枢盛, 陈继祥. 颠覆性创新的框架分析及技术的角色[J]. 科技进步与对策, 2013, 30(2)：1-4.
[21] ROY R. Role of relevant lead users of mainstream product in the emergence of disruptive innovation[J]. Technological Forecasting and Social Change, 2018, 129:314-322.
[22] JULIANA NOSCHANG DA C, CAMARGO S, et al. The role of marketing capabilities, absorptive capacity, and innovation performance[J]. Marketing Intelligence & Planning, 2018, 36: 410-24.
[23] 王永贵, 邢金刚, 李元. 战略柔性与竞争绩效:环境动荡性的调节效应[J]. 管理科学学报, 2004, 7(6):70-78.
[24] 吴晓云,陈鹏飞.信息技术对服务企业组织敏捷性影响的实证研究[J].外国经济与管理,2015,37(9):80-96.
[25] LU Y, RAMAMURTHY K. Understanding the link between information technology capability and organizational agility: an empirical examination[J]. Mis Quarterly, 2011, 35(4):931-954.
[26] 罗珉,刘永俊.企业动态能力的理论架构与构成要素[J].中国工业经济,2009(1):75-86.
[27] 王斌.知识网络中知识存量离散性演化机理研究[J].科学学与科学技术管理,2014,35(11):57-68.
[28] ZANG J, LI Y. Technology capabilities, marketing capabilities and innovation ambidexterity[J]. Technology Analysis & Strategic Management, 2017:1-15.
[29] 徐萌,蔡莉.新企业组织学习对惯例的影响研究——组织结构的调节作用[J].管理科学,2016,29(6):93-105.
[30] MU J, BAO Y K, SEKHON T, et al. Outside-in marketing capability and firm performance[J]. Industrial Marketing Management, 2018:1-18.
[31] HOPP C, ANTONS D, KAMINSKI J, et al. Disruptive innovation: conceptual foundations, empirical evidence, and research opportunities in the digital age[J]. Journal of Product Innovation Management, 2018, 35(3):446-457.
[32] 林家宝,李蕾,李婷.农产品电子商务能力对企业绩效的影响研究[J].管理学报,2018,15(4):608-615.
[33] 卑立新,焦高乐,马涛.创新实施过程中技术能力与营销能力的影响研究[J].华东经济管理,2018,32(5):128-133.
[34] ZIMMERMAN M A, ZEITZ G J. Beyond survival: achieving new venture growth by building legitimacy[J]. Academy of Management Review, 2002, 27(3):414-431.
[35] 宋晶,陈劲.创业者社会网络、组织合法性与创业企业资源拼凑[J].科学学研究,2019,37(1):86-94.
[36] 皮建才，赵润之.我国企业在全球价值链中不同攀升路径的比较分析[J]. 国际经贸探索，2017（12）37-51.
[37] HITE J M. Patterns of multidimensionality among embedded network ties: a typology of relational embeddedness in emerging entrepreneurial firms[J]. Strategic Organization, 2003, 1(1):9-49.
[38] LIN C, LI B, WU Y J. Existing knowledge assets and disruptive innovation: the role of knowledge embeddedness and specificity[J]. Sustainability, 2018, 10(2):342.
[39] 孙永风, 李垣, 廖貅武. 基于不同战略导向的创新选择与控制方式研究[J]. 管理工程学报, 2007, 21(4):24-30.
[40] KOHLI B J J, AJAY K. Market orientation: antecedents and consequences[J]. Journal of Marketing, 1993, 57(3):53-71.
WeChat Service Account
WeChat Official Account
WeCom Customer Service