Market Orientation, Value Co-creation and Innovation Performance#br#
——Moderating Role of Institutional Environment#br#

JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM ›› 2017, Vol. 19 ›› Issue (4): 51-57.

Market Orientation, Value Co-creation and Innovation Performance#br# ——Moderating Role of Institutional Environment#br#

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

Received:2016-12-19 Online:2017-08-30

Abstract

Abstract: As Service-Dominant Logic has kept evolving, value co-creation is introduced between corporations and customers as a mediator between market orientation and innovation performance Further more, based on the coordination and constraint role of institutions, formal institutions and informal institutions as moderators for the relationship between market orientation and value co-creation is explored Hypotheses are tested through multivariable linear regression model and other testing methods, and it is found that: (1) market orientation has positive effects on innovation performance, and value co-creation plays as the mediator between them; (2) both formal institutions and informal institutions have moderating effects on the relationship between market orientation and value co-creation This research integrated theories of innovation and value co-creation, providing theoretical support for further innovative and marketing activities of China′s corporations

Key words: market orientation, value co-creation, formal institution, informal institution, innovation performance

CLC Number:

LI Ji-yin. Market Orientation, Value Co-creation and Innovation Performance#br# ——Moderating Role of Institutional Environment#br#[J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2017, 19(4): 51-57.

References

［1］ Lusch R F, Vargo S L. Service-dominant logic: premises, perspectives, possibilities［M］. Cambridge: Cambridge University Press： 2014.
［2］ Vargo S L, Lusch R F. Institutions and axioms: an extension and update of service-dominant logic［J］. Journal of Academy of Marketing Science, 2016, 44(1): 5-23.
［3］李瑜,谢恩.客户导向和竞争者导向的整合与企业绩效［J］.管理科学, 2014, 27(3): 14-23.
［4］ Narver J C, Slater S F. The effect of a market orientation on business profitability［J］. Journal of Business Research, 1990, 54(4): 20-35.
［5］ Kohli A K, Jaworski B J. Market orientation: the consturct, research propositions, and managerial implications［J］. Journal of Marketing, 1990, 54(2): 1-18.
［6］ Han J K, Kim N, Srivastva R K. Market orientation and organizational performance: is innovation the missing link?［J］. Journal of Marketing, 1996, 62(4): 30-45.
［7］于洪彦, 银成钺. 市场导向、创新与企业表现的关系——基于中国服务业的实证研究［J］. 南开管理评论, 2006, 9(3): 10-15.
［8］ Ramaswamy V, Ozcan K. The co-creation paradigm［M］. Redwood City: Stanford University Press: 2014.
［9］ Gummesson E, Mele C, Polese F. Key dimensions of service systems in value-creating networks［M］//The Science of Service System. New York: Springer US, 2011: 37-59.
［10］ Edvardsson B, Tronvoll B, Gruber T. Expanding understanding of service exchange and value co-creation: a social construction approach［J］. Journal of the Academy of Marketing Science, 2011, 39(2): 327-339.
［11］ Alderson W, Cox R. Towards a theory of marketing［J］. Journal of Marketing, 2006, 13(2): 137-152.
［12］ Arndt J. The political economy of marketing systems: reviving the institutional approach［J］. Journal of Macromarketing, 1981, 1(2): 36-47.
［13］ Humphreys A. Megamarketing: the Creation of markets as a social process［J］. Journal of Marketing, 2013, 74(2): 1-19.
［14］ Kates S M. The dynamics of brand legitimacy: an Interpretive Study in the gay men's community［J］. Journal of Consumer Research, 2004, 31(2): 455-464.
［15］梁强, 李新春, 郭超. 非正式制度保护与企业创新投入——基于中国民营上市企业的经验研究［J］. 南开经济研究, 2011(3): 97-110.
［16］田园, 王铮. 非正式制度因素对创业的影响作用探讨［J］. 中国软科学, 2016(3): 24-34.
［17］ Kohli A K, Jaworski B J. Market orientation: the construct, research proposition, and managerial implication［J］. Journal of Marketing, 1990, 54(4): 1-18.
［18］ Lovelace K, Shapiro D L, Weingart L R. Maximizing cross-functional new product teams′ innovativeness and constraint adherence: a conflict communications perspective［J］. The Academy of Management Journal, 2001, 44(4): 779-793.
［19］ Ritter T, Gemunden H G. Network competence: its impact on innovation success and its antecedents［J］. Journal of Business Research, 2003, 56(9): 745-755.
［20］ Beers C, Zand F. R&D cooperation, partner diversity, and innovation performance: an empirical analysis［J］. Journal of Product Innovation Management, 2014, 31(2): 292-312.
［21］ Scott W R. Institutions and organizations: ideas and interests［M］. Los Angeles: Sage, 2008.
［22］ Busenitz L, Gomez C, Spencer J. Country institutional profiles: unlocking entrepreneurial phenomena［J］. Academy of Management Journal, 2000, 43(5): 994-1003.
［23］ Zwass V. Co-creation: Toward a taxonomy and an integrated research perspective［J］. International Journal of Electronic Commerce, 2010, 15(1): 11-48.
［24］张祥, 陈荣秋. 顾客参与链：让顾客与企业共同创造竞争优势［J］.管理评论,2006, 18(1): 51-56.
［25］马颖杰, 杨德锋. 服务中的人际互动对体验价值形成的影响——品牌价值观的调节作用［J］. 经济管理, 2014(6): 86-98.
［26］ Grnroos C, Voima P. Critical service logic: making sense of value creation and co-creation［J］. Journal of the Academy of Marketing Science, 2013, 41(2): 133-150.
［27］ Baron R M, Kenny D A. The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations［J］. Journal of Personality & Social Psychology, 1986, 51(6): 1173-1182.

[1]	CAO Bing, JIN Yong-sheng, LI Zhao-hui, BO Qing-juan. isualization Analysis of Intellectual Structures and Frontiers of International Value Co-creation Research#br# [J]. Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition), 2020, 22(4): 71-79.
[2]	WANG Jiang,HUANG Jia-yi. Cross-border M&A Motivation, Absorptive Capacity and Enterprise Innovation Performance#br# [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2019, 21(2): 84-91.
[3]	LU Wen-qi. Innovation Performance of Listed Company M&As: Empirical Research #br# Based on PSM-DID Model [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2018, 20(5): 69-79.
[4]	WANG Xiao-chun1,2, CHEN Rui-bo1, YAN Chen1. Value Co-creation Based on Design Thinking [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2018, 20(4): 93-99.
[5]	WEN Xin, MAO Ying-qian, LIU Ming, ZENG Jian-qiu. #br# Mechanism of Crowdsourcing in Enterprise [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2017, 19(6): 78-83.
[6]	HU Chun，WANG Yan，WU Hong. Value Co-creation of Lead User Based on Virtual Community [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2017, 19(1): 29-36.
[7]	JIN Yong-sheng，JI Huan-yong. Moderating Effects of Network Competence and Network Spillovers [J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2015, 17(6): 64-69.
[8]	ZHAO Bao-guo， WANG Si-yao. Value Co-creation Research Based on Bibliometric Analysis [J]. Acta Metallurgica Sinica(English letters), 2015, 17(3): 42-49.
[9]	LI Jia, XU Da, CHEN Xia, LV Ting-jie. Impacts of Electronic Word-of-Mouth and Value Co-creation on Purchase Intention [J]. Acta Metallurgica Sinica(English letters), 2014, 16(5): 53-62.
[10]	LI Zhao-hui1,2，JIN Yong-sheng1. Research on Value Co-Creation: Literature Review and Future Prospect [J]. Acta Metallurgica Sinica(English letters), 2013, 15(1): 91-96.
[11]	LI Xia，GUO Yao-mei，SONG Wei-wei. An Empirical Study of Influential Factors on Technological Innovation Performance of User Participation in Product Development [J]. Acta Metallurgica Sinica(English letters), 2010, 12(6): 77-83.
[12]	HUANG You-Li, CHEN Ru-Lin. Review on Factors Influencing Enterprise Innovation Performance [J]. Acta Metallurgica Sinica(English letters), 2010, 12(4): 71-77.