【摘要】 长期以来企业战略导向的研究未受到应有的重视,市场导向和服务导向有各自发展的倾向。基于环境-战略-绩效分析框架,文章通过127家旅行社的问卷调查,探讨了市场力量、战略导向、营销能力和企业绩效的结构性关系。研究结果表明,需求不确定性对市场导向、服务导向和营销能力,竞争强度对市场导向和营销能力有显著的正向影响。同时,市场导向、服务导向和营销能力对企业绩效有显著的正向影响。营销能力在服务导向和企业绩效的关系中起正向调节作用,表明旅行社营销能力的提升越大,服务导向对企业绩效的影响越强。文末对研究结果进行了讨论并提出了相应的管理建议。更多还原

【Abstract】 This study aimed to extend the traditional environment–strategy–performance framework by including capability theory for examining when a travel agency can use its marketing capability to buffer demand uncertainty and competitive intensity, and when the travel agency can deploy it to underpin the influence of strategic orientation on firm performance.The traditional environment-strategy-performance framework suggests changes in environment dynamism cause a firm to adopt different strategies for defending its competitive advantage and ultimately its firm performance. The firm views as an information processor that has strong cognitive abilities to scan and interpret threats and opportunities arising from external environments; this then leads to strategic decisions. The resource-based view suggests competitive advantage results from possession of valuable, rare, non-substitutable, and imperfectly imitable resources. The possession of certain resources will lead to superior positional advantage and performance if the firm takes appropriate strategic actions that capitalize on those resources.Collectively, this research addresses the following unanswered questions. First, which strategic orientation strategy can better deal with environment dynamism in the travel industry? Second, when should travel agencies use their marketing capabilities to deal with environment dynamism? Third, to what extent could these travel agencies use their marketing capabilities to reinforce the impact of strategic orientation on firm performance? Using survey data from 127 travel agencies in Yanbian Autonomous Prefecture, we find that both demand uncertainty and competitive intensity positively affect market orientation, which in turn produces positive performance outcomes. However, the results indicate that only demand uncertainty positively influences service orientation. These findings demonstrate the importance of evaluating multiple environmental segments and examining how each of them shapes different strategic orientation, rather than viewing environmental factors as producing identical impacts on strategic initiatives. We also find marketing capability can be a buffer alternative to strategic orientation in dealing with environment dynamism and generating positive performance outcomes. Furthermore, we find marketing capability is an asset for reinforcing the impact of service orientation on firm performance, but there is no moderating effect of market orientation on firm performance. These findings suggest service orientation and market capability play complementary roles in firm performance.This research provides several theoretical insights. First, the findings confirm and extend the traditional environment–strategy–performance framework by showing market orientation and service orientation are two critical marketing strategic postures for dealing with turbulent environments and creating superior firm performance in service industries. Second, this study expands the scope of that framework by including the travel agency’s marketing capability. Third, marketing capability can act as a moderator in influencing the impact of strategy on firm performance.Despite the important findings of this study, some limitations and issues warrant further discussion. First, we conducted our research on only the travel agency service industry. Further research could examine whether the findings of this study hold true in other service industries. Second, the survey did not include at least one theoretically unrelated variable as a marker variable, which was a technique suggested in the literature to assess common method bias. Therefore, further research is encouraged to perform marker variable analysis in addition to other approaches to ensure common method bias is not a concern.更多还原