Research On The Impact Mechanism Of Enterprises Network To Marketing Dynamic Capabilities

As management guru Peter F. Drucker said:" the only purpose of the enterprise is to meet the needs of consumers". With the further development of economic globalization, both multinational free flow of goods, elements, services and nonlinear transformation of the information technology development blurrs the boundaries of enterprise, industry and country, thus the enterprises have to face more dynamic market environment. The competitions among enterprises are turning into the competitions among enterprise networks which consist of suppliers, channel partners, and competitors. Enterprises provide not only products and services to customer, but a fully meet customer requirements of the overall solution. Therefore, the enterprise must through cooperation or alliance to meet the needs of customers, the competition between enterprises has already from the competition between single enterprise comprehensive upgrade to competitions among enterprise network. In addition, the complexity and uncertainty will increase when enterprises facing the international market under the background of economic globalization. Such as affected by the formed by America’s subprime crisis, international financial market turmoil, trade protectionism is arising, governments intervene in the economy development, and the enterprises are short of orders and are on the verge of bankruptcy because of demand shrunk in the foreign market. Therefore, though the economic globalization brings market opportunities and trade barriers reduced, the enterprises have to deal with the negative effects of the economic crisis and the market turmoil. To sum up, the marketing environment which the enterprises facing are unrest:the enterprises have to join in the upgrading competitions for customers’needs are changing, at the same time, the enterprises have to deal with downsized market demand triggered by the economic crisis. Under such dynamic kind of marketing environment, enterprises must have the ability to respond quickly to market changes, which contains the fully understanding of the market dynamics and doing preparation, besides that, adjust actively according to market changes, shorten the respond time in order to adapt to the market changes quickly and to meet customers’demands constantly, so as to survive and development. This study was based on this background.Marketing dynamic capability theory which is come into being under the dynamic marketing environment has become the mutual interest for both marketing scholars and strategic management scholars. The theory of marketing dynamic capability has expounded how to improve enterprise’s response to the market effectively through rapid process responsiveness in a dynamic marketing environment. This research based on the theory of marketing dynamic capability; further excavate the resource basis of the formation of the marketing dynamic capability, and combining the enterprise network theory, organizational learning theory and knowledge management theory in order to explain the theory problem on how to gain marketing dynamic capability through the enterprise network.To better realize the goal of research, this study adopts the combination of quantitative and qualitative research methods, using the empirical research tools including the factor analysis, retrospective analysis and structural equation model, build the theoretical model of "enterprise network-market knowledge management-marketing dynamic capabilities", using data from Chinese manufacturing enterprises to test the theoretical model and combined with case studies of qualitative research methods, the main conclusions are as followed:Firstly, as the most direct source for enterprises to gain resources, enterprise network which includes customers, suppliers and competitors promotes the management of market knowledge. Empirical research conclusions indicate that the strength of network, network density, network scale, and network centricity as key dimensions of enterprise network, have significant positive influence on market knowledge management which contains customer knowledge management, competitor knowledge management and across departments knowledge management.Secondly, Market knowledge management is a key link in the process of forming marketing dynamic capabilities. Empirical study results show that market knowledge management which includes customer, competitor and inter-departmental knowledge management have positive impacts on marketing dynamic capability which expressed as three core business processes:customer relations process, supply chain processes and product development process, so as to promote the formation of marketing dynamic capabilities. In addition, the case study results indicate that, market knowledge management promotes the marketing dynamic capabilities through increasing the efficiency of the three core business processes.Thirdly, organizational learning equilibrium and environmental dynamics have played positive moderation roles in the model of impact mechanism between the enterprise network and marketing dynamic capabilities. Organizational learning equilibrium moderates the relationships between enterprise network and market knowledge management, that is to say, the better the companies balanced between exploration learning and exploitation learning, the more conducive for enterprise to derive market knowledge from the network and to manage the market knowledge; Environment dynamic moderates the relationships between market knowledge management and marketing dynamic capabilities, the environmental dynamics urge the enterprises to strengthen the management of market knowledge, and to promote the efficiency of process in order to shorten the time of reacting to the market changes, thus to promote the marketing dynamic capability.Compared with the previous researches, the innovation of this study lies in: firstly, this study based on the existing researches on marketing dynamic capability, combining the theory of enterprise network, organizational learning theory and knowledge management theory, constructs the model of the mechanism between enterprise network and marketing dynamic capability, which further enriches and expands the existing researches on marketing dynamic capabilities theory. Secondly, from the enterprise external perspective, this study explore the influences of enterprise network (including suppliers, competitors and customers) on marketing dynamic capability, taking market knowledge management as the important intermediary variable in the model, which makes up the external perspective researches on knowledge management theory compared to existing researches which is given priority to internal perspective. Thirdly, taking organizational learning equilibrium as a moderate variable, analyzes the impacts of enterprise in balancing exploration and exploitation learning on knowledge management, which enriches the studies on organizational learning equilibrium, and strengthens the researches of organizational learning and knowledge management.