دانلود رایگان مقاله مدیریت هوش تجاری نقش تطبیقی ظرفیت جذب و جهت گیری بازار

abstract

Technological knowledge and market knowledge are among the most valuable resources that a firm can utilize for competitive advantage. Absorptive capacity (ACAP) or a firm's ability to acquire, assimilate, transform, and apply knowledge, has long been a central construct in organizational studies. Yet, limited research exists on ACAP in a marketing context. Marketers tend to utilize market orientation (MO) in similar theoretical contexts. This study extends the scope of ACAP beyond a technology-related context and develops a model to compare the performance of both potential and realized ACAP as well as that of MO to assess shared performance in a market-related context. The survey results suggest that ACAP of market knowledge positively influences firm performance by enhancing customer acquisition & retention of the firm.The findings also indicate that market orientation operates through the innovation process to add its effects to that of ACAP. Finally, this study discusses the moderating role of a firm's balance in cost leadership and differentiation strategy, suggesting comparative and distinguishable effects of ACAP of market knowledge and market orientation.

6. Limitations and future research directions

This study contains some limitations which highlight several avenues for future research. First, one limitation is rooted in the crosssectional nature of the results, which prevents the establishment of the causal effects of absorptive capacity over time, although the study includes the lagged firm performance as a control variable taking account for the variation in firm performance initially.Second, this study emphasizes the consequences of market knowledge ACAP, its complementary function in addition to market orientation on firm performance, and the intermediary role of customer acquisition & retention, but this study does not address strategic antecedents of absorptive capacity of customer and competitor intelligence.