出口企业营销动态能力提升出口绩效的机理研究

摘要

本文在动态能力观与权变理论框架下，探讨出口企业营销动态能力提升出口绩效的作用机制，利用我国238家出口企业数据实证分析后发现营销动态能力显著提升出口绩效，关键权变因素影响营销动态能力与出口绩效的作用关系，文化智力和文化距离正向调节营销动态能力与出口绩效的关系，风险倾向和制度距离负向调节营销动态能力与出口绩效的关系。这一结论为出口企业培育营销动态能力，并在不同的内外部环境条件下运用营销动态能力提升出口绩效提供有益的管理启示。%Marketing dynamic capabilities ( MDCs) are critical capabilities for export firms in their reponse to continued environment changes , and are of important value to export firms in achieving and sustaining international market advantage . This paper , under the frameworks of dynamic capabilities views and contingence theory , explores the mechanism of MDCs pro-moting export performance ( EP) in Chinese export enterprises .The empirical analysis based on the data from 328 export firms finds that MDCs positively promote EP .As to the impact of the internal and external contingency factors on the relations of MDCs and EP, the study finds that culture intelligence and culture distance positively modulate while risk propensity and insti -tution distance negatively modulate these relations .These findings provide export enterprises with some managerial implications to develop MDC and promote EP under the diverse inter—and exter-contexts.