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引用次数: 0
摘要
目的以往的研究主要关注营销分析对企业绩效的直接影响，但很少探讨其背后的机制。本研究借鉴承受力理论，探讨通过新产品创新（NPI）实现营销分析对企业绩效影响的途径。NPI 是一个基于市场的创新概念，包括由客户和竞争对手驱动的新产品开发（NPD）和渐进式创新。设计/方法/途径利用从英国 IT 和电信行业的创业公司收集到的调查数据，我们采用了确证因子分析和顺序结构方程模型来检验 NPI 在营销分析对市场绩效和财务绩效的影响中的中介作用。研究结果结果表明，营销分析通过竞争对手驱动的新产品开发（NPD）而非客户驱动的新产品开发（NPD）来提高企业绩效。尽管利用营销分析为现有产品创新提供客户知识可能会提高市场绩效，但当竞争对手驱动的新产品开发是为了改进现有产品创新时，这种积极影响就会变成消极影响。它深入探讨了关于客户参与对企业价值创造的积极贡献的现有观点，揭示了竞争对手知识对通过营销分析提高企业绩效的重要意义，尤其是在 IT 和电信创业公司的背景下。
Entrepreneurial performance and marketing analytics: the role of new product innovation
Purpose
Previous studies focus on the direct effects of marketing analytics on entrepreneurial performance, but few explore the underlying mechanisms. Drawing on affordance theory, this study explores pathways through new product innovation (NPI) for the effects of marketing analytics on business performance. NPI is a market-based innovation concept comprising customer- and competitor-driven NPD and incremental innovation.
Design/methodology/approach
Using survey data collected from UK-based entrepreneurial firms operating in the IT and telecoms industries, we apply confirmatory factor analysis and a sequential structural equation model to test the mediating role of NPI in the effect of marketing analytics on market performance and financial performance.
Findings
The results show that marketing analytics enhances business performance through competitor-driven but not customer-driven NPD. Although using marketing analytics to generate customer knowledge for existing product innovation may enhance market performance, this positive effect becomes negative when competitor-driven NPD is undertaken to improve existing product innovation.
Originality/value
This study makes significant contributions to the innovation and NPD literature. It delves deeper into the existing view on the positive contributions of customer engagement to business value creation, revealing the significance of competitor knowledge to enhance business performance through marketing analytics, particularly in the context of IT and telecoms entrepreneurial firms.
期刊介绍：
■Research in SMEs, entrepreneurship and family-run businesses ■Case studies on real-life small business experiences ■Small Business growth and successful enterprises ■Practical advice from small business advisors ■Recruitment, training and development for SMEs ■Performance measurement and business improvement ■Government initiatives and enterprise policy ■SME financing and venture capital. By encouraging debate on the key issues facing SMEs, the journal offers detailed analysis and critical assessment of current best practice, discusses the implications of latest research findings and explores opportunities to break down the barriers that restrict the growth of SMEs.
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