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Innovation and performance outcomes of market information collection efforts: The role of top management team involvement

机译:市场信息收集工作的创新和绩效成果:高层管理团队参与的作用

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Research on organizational market information processing in marketing has not yet examined a key issue associated with information collection: the role of top management team (TMT) involvement. Research in marketing has typically studied market information collection efforts from the perspective of employees and market research companies, overlooking the role that the TMT plays in these efforts. While prior research on top managers suggests that they are often not active participants in the collection of market information, this study examines whether and under what conditions TMT involvement in market information collection efforts can contribute to a firm's innovativeness and performance. The key contribution of the study involves the development and testing of a model that shows (1) the positive effect of TMT involvement in market information collection efforts on firm innovativeness above and beyond employees' market information collection efforts; (2) the moderating effect of firm size and industry context (i.e., high-technology versus low-technology) on model relationships, indicating that the relationship is stronger for smaller firms and high-technology companies; and (3) the mediating effect of firm innovativeness on the relationship between TMT involvement in market information collection efforts and overall business performance. We test our model in a business-to-business context.
机译:关于营销中组织市场信息处理的研究尚未研究与信息收集相关的关键问题:高层管理团队(TMT)的参与。营销研究通常从员工和市场研究公司的角度研究市场信息收集工作,而忽略了TMT在这些工作中所扮演的角色。尽管先前对高层管理人员的研究表明,他们通常不是市场信息收集的积极参与者,但本研究调查了TMT参与市场信息收集工作是否以及在什么条件下可以促进公司的创新和绩效。该研究的主要贡献在于开发和测试了一个模型,该模型显示出:(1)TMT参与市场信息收集工作对超越员工市场信息收集工作的公司创新具有积极作用; (2)公司规模和行业环境(即高科技与低技术)对模型关系的调节作用,表明这种关系对小型公司和高科技公司更强; (3)公司创新对TMT参与市场信息收集工作与整体业务绩效之间关系的中介作用。我们在企业对企业的环境中测试我们的模型。

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