Study on Transformation Mechanism of Marketing Assets into Firm Performance Under 
Mobile Internet Environment

Acta Metallurgica Sinica(English letters) ›› 2014, Vol. 16 ›› Issue (1): 51-59.

Previous Articles Next Articles

Study on Transformation Mechanism of Marketing Assets into Firm Performance Under
Mobile Internet Environment

School of Economics and Management, Beijing University of Posts and Telecommunications,
Beijing 100876, China

Online:2014-02-28

Abstract

Abstract:

e Internet environment,how marketing assets are converted into enterprise performance is not fully illustrated Based on investigation and literature analysis,a mediating effect model of two kinds of marketing assets (knowledge marketing assets and relationship marketing assets) transformed into firm performance is proposed under mobile Internet environment, and the model is empirically tested by using window management analysis data of 31 provincial branches of a telecom company in half a yearThe results show that under the mobile Internet environment,two kinds of marketing assets have a positive effect on enterprise’s performance, and the former is greaterTechnical ability and marketing ability of the enterprise can be a significant intermediation between marketing assets and enterprise performance Finally, the research significance is discussed,with limitations and future research also presented

Key words: mobile Internet, marketing asset, organizational

CLC Number:

WU Huamin，LV Tingjie.
Study on Transformation Mechanism of Marketing Assets into Firm Performance Under
Mobile Internet Environment[J]. Acta Metallurgica Sinica(English letters), 2014, 16(1): 51-59.

References

1］张志杰, 吕廷杰. 移动LBS用户接受模型的实证研究［J］. 北京邮电大学学报（社会科学版）, 2012, 14(1): 5661.
［2］陈德华, 席利宝, 唐守廉, 等. 基于科技接受模型的移动互联网营销策略研究［J］. 移动通信, 2009(10): 7882.
［3］廖卫红. 移动互联网环境下互动营销策略对消费者行为影响实证研究［J］. 企业经济, 2013(3): 6973.
［4］郭志凌. 电信运营商移动互联网业务创新营销模式［J］. 电信科学, 2011(8): 1115.
［5］ Srivastava R K, Shervani T A, Fahey L. Marketbased assets and shareholder value: a framework for analysis［J］. Journal of Marketing, 1998, 62(3): 28.
［6］ Kirpalani V H, Shapiro S S. Financial dimensions of marketing management［J］. Journal of Marketing, 1973, 37(3): 4047.
［7］ Dunne P M, Wolk H I. Marketing cost analysis: a modularized contribution approach［J］. Journal of Marketing, 1977, 41(1): 8394.
［8］ Wilson R M S. Accounting for marketing assets［J］. European Journal of Marketing, 1986, 20(1): 5174.
［9］ Keller K L. Conceptualizing, measuring, and managing customerbased brand equity［J］. Journal of Marketing, 1993, 57(1): 122.
［10］   Grnroos C. From marketing mix to relationship marketing: towards a paradigm shift in marketing［J］. Management Decision, 1994, 32(2): 420.
［11］ Narver J C, Slater S F. The effect of a market ortentatton on business profrtabitity［J］. Journal of Marketing, 1990, 6(1): 2035.
［12］ Hooley G, Broderick A, Moller K. Competitive positioning and the resourcebased view of the firm［J］. Journal of Strategic Marketing, 1998, 6(1): 97115.
［13］ Srivastava R K, Fahey L, Christensen H K. The resourcebased view and marketing: the role of marketbased assets in gaining competitive advantage［J］. Journal of Management, 2001, 27(3): 777802.
［14］ Kyriakopoulos K, Hughes M, Hughes P. The role of marketing resources in radical innovation［Z］.［S.l.］ AMA Winter Educators' Conference Proceedings, 2010.
［15］ Aspara J, Tikkanen H, Pontiskoski E, et al. Exploration and exploitation across three resource classes market/customer intelligence, brands/bonds and technologies/processes［J］. European Journal of Marketing, 2011, 45(4): 596630.
［16］屈雪莲, 李安英, 陆音. 移动互联网用户需求趋势剖析［J］. 移动通信, 2010（21）: 6871.
［17］张廷权. 基于用户体验的移动互联网产品运营评估体系探讨［J］. 电信科学, 2011（8）: 2124.
［18］陈冰. 被移动互联网重新定义的生活［J］. 中国新通信, 2012（3）: 5455.
［19］ Han K, Oh W, Im K S, et al. Value cocreation and wealth spillover in open innovation alliances［J］.   MIS Quarterly, 2012, 36(1): 291315.
［20］ Day G S. Market driven strategy: processes for creating value［M］. New York: Free Press, 1990.
［21］ Raphael A, Schoemaker P J H.   Strategic assets and organizational rent［J］. Strategic Management Journal, 1993, 14（1）: 3346.
［22］ Peteraf M A. The cornerstones of competitive advantage: a resourcebased view［J］. Strategic Management Journal, 1993, 14(3): 179191.
［23］ Makadok R. Toward a synthesis of the resourcebased and dynamiccapability views of rent creation［J］. Strategic Management Journal, 2001, 22(5): 387401.
［24］ Amit R, Schoemaker P. Strategic assets and organizational rent［J］. Strategic Management Journal, 1993, 14(1): 3346.
［25］ Day G S. The capabilities of marketdriven organizations［J］. Journal of Marketing, 1994, 58(4): 3752.
［26］ Grant R M. The resourcebased theory of competitive advantage: implications for strategy formulation［J］. California Management Review, 1991, 33(3): 114135.
［27］ Hooley G, Broderick A, Moller K. Competitive positioning and the resourcebased view of the firm［J］. Journal of Strategic Marketing, 1998, 6(1): 97115.
［28］ Makadok R. Toward a synthesis of the resourcebased and dynamiccapability views of rent creation［J］. Strategic Management Journal, 2001, 22(5): 387401.
［29］ Lu Y, Zhou L, BrutonG, et al. Capabilities as a mediator linking resources and the international performance of entrepreneurial firms in an emerging economy［J］. Journal of International Business Studies, 2010, 41(3): 419436.
［30］ Dutta S, Narasimhan O, Rajiv S. Success in hightechnology markets: Is marketing capability critical ［J］. Marketing Science, 1999, 18(4): 547568.
［31］ Chaudhuri A, Hoibrook M B. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty［J］. Journal of Marketing, 2001, 65(3): 8193.
［32］ Palmatier R W, Jarvis C B, Bechkoff J R, et al. The role of customer gratitude in relationship marketing［J］. Journal of Marketing, 2009, 73(3): 118.
［33］ Chen H, Chen T J. Network linkages and location choice in foreign direct Investment［J］. Journal of International Business Studies, 1998, 29(3): 445467.
［34］ Elango B, Pattnaik C. Building capabilities for international operations through networks: a study of Indian firms［J］. Journal of International Business Studies, 2007, 38(3): 541555.
［35］ Chaudhuri A, Hoibrook M B. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty［J］. Journal of Marketing, 2001, 65(3): 8193.
［36］ Roberts P W, Dowling G R. Corporate reputation and sustained superior financial performance［J］. Strategic Management Journal, 2002, 23(3): 10771093.
［37］ Jaworski B J, Kohli A K. Market orientation: antecedents and consequences［J］. Journal of Marketing, 1993, 57(3): 5370.
［38］ Holm U, Sharma D D. Subsidiary marketing knowledge and strategic development of the multinational corporation［J］. Journal of International Management, 2006, 12(1): 4766.
［39］ Felin T, Hesterly W S. The knowledgebased view, nested heterogeneity, and new value creation: philosophical considerations on the locus of knowledge［J］. Academy of Management Review, 2007, 32(1): 195218.
［40］ Gassmann O, Keupp M M. The competitive advantage of early and rapidly internationalising SMEs in the biotechnology industry: a knowledgebased view［J］. Journal of World Business, 2007, 42(3): 350366.
［41］ Morgan N A, Vorhies D W, Mason C H. Market orientation, marketing capabilities, and firm performance［J］. Strategic Management Journal, 2009, 30(3): 909920.
［42］ Helfat C E. Knowhow and asset complementary and dynamic capability accumulation: the case of R&D［J］. Strategic Management Journal, 1997, 18(5): 339360 .
［43］ Madhavan R, Grover R.   From embedded to embodied knowledge: new product development as knowledge management［J］. Journal of Marketing, 1998, 62(4): 112.
［44］ Kotabe M, Srinivasan S S, Aulakh P S. Multinationality and firm performance: the moderating role of R&D and marketing capabilities［J］. Journal of International Business Studies, 2002, 33(1): 7997.
［45］ Fang E, Zou S. Antecedents and consequences of marketing dynamic capabilities in international joint ventures［J］. Journal of International Business Studies, 2009, 40(5): 742761.
［46］韩顺平, 王永贵. 市场营销能力及其绩效影响研究［J］. 管理世界, 2006(6): 153154.
［47］ Morgan N A, Zou S, Vorhies D W, et al. Experiential and informational knowledge, architectural marketing capabilities, and the adaptive performance of export ventures: a crossnational study［J］. Decision Sciences, 2003, 34(2): 287321.
［48］ DeSarbo W S, Benedetto C A D, Song M, et al. Revisiting the miles and snow strategic framework: uncovering interrelationships between strategic types, capabilities, environmental uncertainty, and firm performance［J］. Strategic Management Journal, 2005, 26(1): 4774.
［49］ Dutta S, Narasimhan O, Rajiv S. Conceptualizing and measuring capabilities: methodology and empirical application［J］. Strategic Management Journal, 2005, 26(3): 277285.
［50］ Song M, Droge C, Hanvanich S, et al.   Marketing and technology resource complement: an analysis of their interaction effect in two environmental contexts［J］. Strategic Management Journal, 2005, 6(3): 259276.
［51］ Srinivasan S, Hanssens D M. Marketing and firm value: metrics, methods, findings, and future directions［J］. Journal of Marketing Research, 2009, 46(6): 293312.
［52］ Greenley G E, Hooley G J, Rudd J M. Market orientation in a multiple stakeholder orientation context: implications for marketing capabilities and assets［J］. Journal of Business Research, 2005, 58(3): 14831494.
［53］ Capron L, Hulland J. Redeployment of brands, sales forces, and general marketing management expertise following horizontal acquisitions: a Resourcebased view［J］. Journal of Marketing, 1999, 63(3): 4154.
［54］ Benedetto C A D, DeSarbo W S, Song M. Strategic capabilities and radical innovation: an empirical study in three countries［J］. Ieee Transactions on Engineering Management, 2008, 55(3): 420433.
［55］ Ramaswami S N, Srivastava R K, Bhargava M. Marketbased capabilities and financial performance of firms: insights into marketing’s contribution to firm value［J］. J of the Acad Mark Sci, 2009, 37(3): 97116.
［56］ Krasnikov A, Jayachandran S. The relative impact of marketing, researchanddevelopment, and operations capabilities on firm performance［J］. Journal of Marketing, 2008, 72(7): 111.
［57］ Lane P J, Salk J E, Lyles M A. Absorptive capacity, learning, and performance in international joint ventures［J］. Strategic Management Journal, 2001, 22(3): 11391161 .
［58］温忠麟, 张雷, 侯杰泰, 等. 中介效应检验程序及其应用［J］. 心理学报, 2004, 36(5): 614620.

[1]	ZHANG Sheng-tai1, ZHANG Yong-yun1,2, YANG Rui3. Impact of Psychological Contract Breach on Organizational Citizenship Behavior [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2016, 18(3): 77-90.
[2]	WAN Jun, GUO Ting-ting, WU Zheng-xiang, ZHANG Hui. User’s Psychological Resistance and Acceptance Intention to Mobile Internet Proactive Recommendation Services [J]. Acta Metallurgica Sinica(English letters), 2015, 17(5): 47-53.
[3]	LIANG Gang. Youth Traditional Moral Education Innovation under Background of Mobile Internet [J]. Acta Metallurgica Sinica(English letters), 2015, 17(4): 21-26.
[4]	LIU Shuai， LI Jian-wei， GOU Xue-rong. Design and Development of Interactive Mobile Learning System [J]. Acta Metallurgica Sinica(English letters), 2014, 16(6): 111-116.
[5]	LI Tie-meng1,2， HOU Wen-jun1, 2, CHEN Dong-qing2, 3. Control Sense in Interaction Design of Mobile Internet Product [J]. Acta Metallurgica Sinica(English letters), 2014, 16(4): 7-11.
[6]	SHEN Meng-ru. Competitiveness Enhancing Approach of Telecom Operators Based on OaaS in the Mobile Internet Era [J]. Acta Metallurgica Sinica(English letters), 2012, 14(6): 55-58.
[7]	XIE Xue-mei，LI Zi-feng. Research on Delivered Value of Mobile Internet Base on Quantitative Method [J]. Acta Metallurgica Sinica(English letters), 2012, 14(5): 50-.
[8]	CHU Cheng-xiang, MAO Hui-qin, JIANG Rui-lan. Relationships among Leadership Behavior, Perceived Organizational Support and Employee Engagement ——Taking telecom enterprises as an example [J]. Acta Metallurgica Sinica(English letters), 2012, 14(5): 105-.
[9]	XIE Xue-mei，LI Zi-feng. Research on Delivered Value of Mobile Internet Base on Quantitative Method [J]. Acta Metallurgica Sinica(English letters), 2012, 14(5): 39-46.
[10]	CHU Cheng-xiang, MAO Hui-qin, JIANG Rui-lan. Relationships among Leadership Behavior, Perceived Organizational Support and Employee Engagement ——Taking telecom enterprises as an example [J]. Acta Metallurgica Sinica(English letters), 2012, 14(5): 91-99.
[11]	WANG Jun-jun， YAN Qiang. Research on College Users’ Behavior on Mobile Internet Based on Fragmented Time [J]. Acta Metallurgica Sinica(English letters), 2012, 14(3): 72-78.
[12]	ZHANG Zhi-jie, LV Ting-jie. [J]. Acta Metallurgica Sinica(English letters), 2012, 14(1): 56-61.
[13]	WANG Jun-jun, YAN Qiang. Analysis of Current Situation and Development Trend of Fragmented Time [J]. Acta Metallurgica Sinica(English letters), 2011, 13(2): 47-52.
[14]	TIAN Yun-xiang. The Comparison of Organizational Commitment of Employees between Public and Private Sectors and Its Managerial Meanings ——Review of empirical studies from China and foreign countries [J]. Acta Metallurgica Sinica(English letters), 2011, 13(2): 90-96.
[15]	WANG Bing. The Impact of Mobile Internet on Large Class Teaching in University [J]. Acta Metallurgica Sinica(English letters), 2010, 12(5): 7-9.

Study on Transformation Mechanism of Marketing Assets into Firm Performance Under
Mobile Internet Environment

Knowledge

Abstract

Cite this article

share this article

References

Related Articles 15

Recommended Articles

Metrics

Comments

Study on Transformation Mechanism of Marketing Assets into Firm Performance Under Mobile Internet Environment

Knowledge

Abstract

Cite this article

share this article

References

Related Articles 15

Recommended Articles

Metrics

Comments

Study on Transformation Mechanism of Marketing Assets into Firm Performance Under
Mobile Internet Environment