Pure or ambidextrous strategy? A study of responsive and proactive market orientations in industrial firms
Pure or ambidextrous strategy? A study of responsive and proactive market orientations in industrial firms
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纯粹的策略还是双元策略？
DOI：
10.1108/jbim-04-2019-0152
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发表时间：
2020-02
影响因子：
3.1
通讯作者：
Michael Song
中科院分区：
文献类型：
--
作者：
Yejing Wang;Haili Zhang;Michael Song
本研究的目的是考察在什么环境条件下(即竞争强度)，实施响应性市场导向(RMO)和/或主动市场导向(PMO)的纯战略或双灵巧战略对企业绩效更有利。在借鉴市场导向(MO)和战略文献的基础上，作者以308家 美国工业市场企业为样本，对该模型进行了实证检验。所有测量项目均取自已被文献确认的广泛使用的成熟度标尺，实证结果表明，在竞争强度较高的情况下，追求RMO的纯洁性策略，同时降低PMO是最好的做法。另一方面，在低竞争强度环境下平衡RMO和PMO可以提高企业绩效，本研究旨在从以下几个方面对现有的MO文献做出贡献：第一，本研究通过强调竞争强度对不同MO策略(纯粹性或双灵性MO策略)的影响的调节作用来推进MO文献；第二，本研究以工业市场中的企业为研究对象，向管理者提供在不同竞争强度下如何采用RMO和PMO的信息；第三，本研究是对先前(Wang等人，2013)研究的扩展，该研究考察了采用RMO和PMO的环境因素。首先，在竞争激烈的环境中，在工业市场运营的企业应该增加RMO，同时减少PMO。第二，在低竞争强度的环境下，企业应该同时追求RMO和PMO。RMO和PMO之间的平衡可以在低竞争强度的环境中改善企业绩效。本研究通过加深对RMO和PMO对企业绩效影响的理论理解，为工业商业和市场营销文献做出贡献。它还为工业企业的管理者提供了关于在不同竞争强度下何时采用RMO和/或PMO的实用见解。
The purpose of this study is to investigate the environmental conditions (i.e. competitive intensity) under which a pure strategy or an ambidextrous strategy of implementing responsive market orientations (RMOs) and/or proactive market orientations (PMOs) is more advantageous for firm’s performance.,Drawing upon the market orientation (MO) and strategy literatures, the authors test the study’s model empirically using a sample of 308 US-based firms operating in industrial markets. All measurement items are taken from the widely used maturity scale which has been confirmed in the literature.,The empirical results suggest that when the competitive intensity is high, pursuing a purity strategy of RMO while decreasing PMO is the best course of action. On the other hand, balancing between RMO and PMO (implementing a strategy of ambidexterity) can increase firm’s performance in a low competitive intensity environment.,This study aims to contribute to the existing MO literature in several ways: first, this study advances the MO literature by emphasizing the moderating role of competitive intensity on the effects of different MO strategies (purity or ambidextrous MO strategy); second, this study focuses on the firms operating in industrial markets and informs managers on how to adopt RMO and PMO under different level of competitive intensity; third, this study is the extended research of the prior study published in this journal (Wang et al., 2013), which examined the environmental antecedents of adopting RMO and PMO.,First, firms operating in industrial markets should increase RMO, while at the same time decrease PMO, in a highly competitive intensity environment. Second, companies should pursue both RMO and PMO at the same time in a low competitive intensity environment. Balancing between RMO and PMO can improve firms’ performance in a low competitive intensity environment.,This study contributes to the industrial business and marketing literature by sharpening the theoretical understanding of the impact of RMOs and PMOs on firm’s performance. It also offers practical insights to managers of industrial firms on when to adopt RMOs and/or PMOs under different levels of competitive intensity.
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影响因子：
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作者：
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通讯作者：
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影响因子：
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