营销资讯与突破性创新——组织信息处理理论的视角

被引:6
作者
秦剑
王迎军
肖为群
机构
[1] 南开大学商学院
关键词
营销资讯; 突破性创新; 新产品开发; 组织信息处理理论;
D O I
暂无
中图分类号
F274 [企业供销管理];
学科分类号
1201 ;
摘要
基于组织信息处理理论的视角,考察了企业的营销资讯获取对突破性创新绩效的驱动机制。构建了一个四阶段的突破性创新过程模型,分析了创新者如何管理每一阶段的营销资讯获取工作,并发展出有关营销资讯与突破性创新绩效的研究命题。研究发现,营销资讯的收集和获取活动仅在突破性创新的产品设计、产品检测和产品商业化阶段是有效的,而在市场机会分析阶段的营销资讯存量与突破性创新绩效负相关。最后讨论了研究结论、理论和实践贡献以及未来进一步研究的方向。
引用
收藏
页码:89 / 95
页数:7
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