| 新创企业资产和顾客导向对小微企业营销绩效的影响 |
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| 引用本文： | 杨艳,景奉杰.新创企业资产和顾客导向对小微企业营销绩效的影响[J].科研管理,2019,40(10):250-258. |
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| 作者姓名： | 杨艳 景奉杰 |
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| 作者单位： | 1华东理工大学体育科学与工程学院,上海200237;
2华东理工大学商学院,上海200237 |
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| 基金项目： | 国家自然科学基金项目 “基于工具象征框架的小微企业营销绩效研究：顾客合法性感知视角”（71302160, 2014.01-2016.12）。 |
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| 摘 要： | 小微企业对于我国经济和民生的发展具有重要意义,但总体存活率较低,又因其特殊的组织结构和管理方式,导致以大中型企业为研究对象的传统营销理论部分失灵。通过对653家中国新创小微企业的问卷调查数据,本研究从企业最关键的利益相关者──顾客的视角出发,采用结构方程模型和多重线性回归的方法实证检验了一个提升小微企业营销绩效的理论模型。研究发现：利用新创企业资产和实施顾客导向是小微企业增加营销绩效的两种有效途径,且新创企业资产比顾客导向对小微企业营销绩效影响更大。顾客认知合法性感知也对小微企业绩效具有显著积极影响,并在新创企业资产、顾客导向与小微企业营销绩效的关系中起中介作用。竞争强度负向调节了新创企业资产与顾客认知合法性感知的关系。
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| 关 键 词： | 新创企业资产 小微企业 顾客导向 合法性感知 市场竞争强度 |
| 收稿时间： | 2016-09-29 |
| 修稿时间： | 2018-06-07 |
Effect of assets of newness on the marketing performance of small and micro enterprises |
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| Yang Yan,Jing Fengjie.Effect of assets of newness on the marketing performance of small and micro enterprises[J].Science Research Management,2019,40(10):250-258. |
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| Authors: | Yang Yan Jing Fengjie |
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| Institution: | 1. School of Sports Science and Engineering, East China University of Science and Technology, Shanghai 200237, China;;
2. School of Business, East China University of Science and Technology, Shanghai 200237, China |
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| Abstract: | Small and micro enterprises (SMEs) contribute significantly to China’s economic development and people’s livelihood but have high failure rates. This prominent contradiction has aroused great concern in the management field. However, previous related research addressing this issue seems to be cut into two independent fields: entrepreneurship and marketing. Researchers in entrepreneurship field have been overemphasized on the liability of new ventures, neglecting the fact that new ventures can also benefit from their distinct advantages. Marketing scholars have fully studied the strategies to improve the marketing performance of enterprises, but mainly focusing on large and medium-sized enterprises. SMEs possess the characteristics of both small enterprises and start-ups. The feature of SMEs including the organizational structures, management means and market environments they facing is quite different from those of the mature large and medium-sized enterprises, so that the traditional marketing theory is often ineffective for SMEs in some degree. Therefore, it is necessary to integrate the research findings from these two areas above to establish a marketing performance improvement model which fully considering the special characteristics of SMEs.
The previous study usually identified newness of start-ups as various disadvantages. Indeed, new ventures actually have some unique strengths that mature enterprises do not possess. Assets of newness (AoNs) are defined as some positive characteristics that start-ups rather than mature enterprises possess. This kind of asset is only related to the age of the enterprise, and often manifested as a novel appearance. It originates from the short time of the establishment of the enterprise and in turn has been endowed with many positive characteristics by stakeholders. Nagy et al. (2014) first propose that AoNs comprise of seven dimensions, including the technology level, organizational age, reliability, usability, responsibility, organization elasticity and energy.
When start-ups make use ofAoNs, they only need to make use of the external image of the enterprise rather than substantive marketing activities to show all kinds of benefits that only new ventures own. All these characteristics, as well as the related positive associations and perceptions of customers, will contribute to growth of start-ups in their early stages. Meanwhile, unlike other types of legitimacy, cognitive legitimacy can be enhanced through knowledge development based on symbolic language, symbolic action and myth. The majority of SMEs often use symbolic information resources to create legitimacy because of their lack of resources and ability to conduct any substantive marketing actions. AoNs show potential customers a positive "stereotype" of new organizations. These impressions are just fit with the consumers ideal image of corporations. Therefore, they could increase customers’ perception of cognitive legitimacy of new ventures. In light of the characteristics of AoNs and the positive impacts of cognitive legitimacy on the marketing performances, three hypotheses are put forward: H1:AoNs could have positive influence on marketing performance of SMEs ; H2: AoNs could have positive influence on customers’ perception of cognitive legitimacy of SMEs ; H3: Customers’ perception of cognitive legitimacy plays a mediating role on the relationship between AoNs and marketing performance of SMEs.
Customer orientation usually doesn’t have a direct impact on the marketing performance of SMEs, but it can take indirect effects through various mediating mechanisms, such as innovation, product quality, etc. It is urgent for new ventures to gain legitimacy in order to show their stakeholders that they have the qualifications and abilities to participate in the market and ultimately get essential resources from stakeholders. Star-ups can conduct substantive marketing actions to satisfy the requirements of the external environment to achieve cognitive legitimacy. Through the implementation of customer orientation, new ventures can respond quickly and appropriately to customer needs, thus they can quickly obtain customers’ perception of cognitive legitimacy of new ventures, and ultimately lead to the improvement of customer satisfaction and the improvement of enterprise marketing performance. three hypotheses are put forward: H4: Customer orientation has a positive impact on the marketing performance of SMEs; H5:Customer orientation has a positive impact on customers’ perception of cognitive legitimacy; H6: Customers’ perception of cognitive legitimacy plays a mediating role between the relationship between customer orientation and the marketing performance of SMEs.
When competitors in the market are aggressive, they not only draw the attention of the target customers, but also enhance customers’ expectations for the excellent enterprises in the industry. Consequently, it becomes more difficult for start-ups to satisfy the potential customers. We propose two hypotheses: H7:The higher the market competition intensity is, the smaller the impact ofAoNs on customers’ perception of cognitive legitimacy is. H8:The higher the market competition intensity is, the smaller the impact of customer orientation on customers’ perception of cognitive legitimacy is.
Based on legitimacy theory from entrepreneurship research and marketing strategy theory from the marketing field, this study builds up an integrated theoretical framework on how to improve SMEs’ marketing performance from the perspective of the customer. The model is empirical tested by conducting a structural equation model and multi-level regression analysis based on the questionnaire survey data of 653 SMEs from online sample service. The results show that：(1) The marketing performance of SMEs could be improved by utilizing AoNs as well as conducting customer orientation, while AoNs have greater impacts than customer orientation. (2) Customers’ perception of cognitive legitimacy contributes greatly to the marketing performance of SMEs, and also mediates the relationship between AoNs and the marketing performance of SMEs, customer orientation and the marketing performance of SMEs. (3) Competitive intensity exerts a moderating effect on the relationship between AoNs and customers’ perception of cognitive legitimacy. When the competitive intensity is high, the role of AoNs on customers’ perception of cognitive legitimacy will become smaller, and the influences of customer orientation on customers’ perception of cognitive legitimacy will decrease, either.
This study enriches our understanding of the marketing performance of SMEs in China, and sheds light on theAoNs in the marketing research field. It provides a new perspective and direction for the new small and micro enterprises to improve and enhance their marketing performance practice. Chinese entrepreneurs are encouraged to make full use of their own advantages and should pay more attention to the cognitive legitimacy from the perspective of customers. |
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| Keywords: | assets of newness small and micro enterprise (SME) customer orientation legitimacy perception market competitive intensity |
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