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论文编号：	2394
作者编号：	1120070728
上传时间：	2010/6/10 9:33:41
中文题目：	竞争与互动导向、组织合法性与新企业成长关系实证研究
英文题目：	An Empirical Research of the Relationship of Competition Orientation and Interaction Orientation, Organizational Legitimacy, and New Venture Growth in Chinese Contexts
指导老师：	张玉利
中文关键字：	竞争导向 互动导向 组织合法性 政治网络 新企业
英文关键字：	Competition Orientation, Interaction Orientation, Organizational Legitimacy, Political Networks, New Venture
中文摘要：	相较于既有企业，新企业存在新进入缺陷，并面临着激烈的竞争、政府支持不够与顾客认可度低等合法化门槛和不利成长障碍，而遭遇很高的死亡率。因此，新企业采取什么样的竞争姿态，如何解决顾客认可度低以及如何处理政府网络关系等对于新企业克服合法化门槛实现成长就至关重要。 本文整合制度理论、市场导向、互动导向、政治网络、种群生态等理论视角开展了新企业合法化成长的实证研究，重点回答三个理论问题：竞争导向如何通过合法化过程促进新企业成长；基于顾客视角的互动导向如何通过合法化中介过程，促进新企业成长；中国情境下，政治网络如何影响新企业合法性获取。基于110份新企业的有效问卷，通过相关分析与多元回归等统计分析方法对相关理论假设进行验证，本文实证研究的主要发现和结论如下： 第一，竞争导向作为一种市场手段通过组织合法化的中介过程影响新企业成长。本文结合制度理论与市场导向视角，验证了组织合法性在竞争导向与新企业绩效间的完全中介效应。这说明新企业需要提升竞争导向，并通过竞争导向行为的合法化来实现稳健的成长。 第二，互动导向型市场行为通过组织合法化的中介过程影响新企业成长。本文整合互动导向与组织合法性视角，提出并验证了互动导向行为经由组织合法化过程进而影响新企业绩效的中介模型假设。这些结果说明在信息技术日益发达的今天，新企业既要利用信息技术平台提升互动导向水平，发挥其与顾客沟通的作用，也要注意通过这些互动平台提升组织合法性，克服新企业合法性门槛，进而实现成长。 第三，本文检验了政治网络对于互动导向与组织合法性的权变影响，发现顾客授权与组织合法性关系受政治网络的负向调节影响，而互动导向整体构念、顾客概念、互动反应能力以及顾客价值管理等与组织合法性关系表现出稳健性。这说明在中国情境下，整体上互动导向与组织合法性关系在不同政治网络关系情境下比较稳健，显示出互动行动对于组织合法化的稳健且重要的作用。同时顾客授权与组织合法性关系受到政治网络的权变影响，说明政治网络对于顾客授权与组织合法性关系产生一定的替代作用，相较于其他企业，具有强政治网络的新企业，可以借助政治网络获得一定的成长资源和缓冲制度压力。他们依赖顾客参与式互动获取合法性的市场动机与行为下降，并表现出顾客授权与组织合法性关系强度上的减弱。 本文的理论价值在于：长期以来，市场导向研究聚焦于市场导向整体构念与既有企业绩效间的直接因果联系、调节关系；或者市场导向先决条件的作用等。对于市场导向的转换过程缺乏了解。一些研究者已经提出应该分别考察市场导向各维度，比如一些学者提出顾客导向维度的主导效应的存在，可能消弱了其它市场导向维度重要性的揭示。新近提出的互动导向研究也局限于战略营销领域探讨顾客互动与企业绩效的关系。这些市场导向与互动导向研究局限于经济理性，而忽略了合法性等规范理性对于新企业成长的解释作用。通过整合市场导向、互动导向、政治网络与制度理论的合法性视角等，本文的创新之处在于：第一，检验了竞争导向对于组织合法性具有正向影响，并通过合法化中介过程影响新企业绩效，补充解释了种群生态等视角。与传统种群生态理论将竞争与组织合法性视为构成种群生态的两个起相反作用要素的认识不同，本文研究说明竞争与合法性并非一把“双刃剑的两面”，新企业可以利用竞争导向，提升合法性，并进而促进新企业成长。第二，检验了组织合法性在互动导向及其维度与新企业绩效关系间的中介作用，揭示了互动导向向新企业绩效转化的合法化过程机理。第三，检验了政治网络在互动导向及其维度与组织合法性关系间的调节作用。结果仅支持了政治网络在顾客授权与组织合法性关系间的负向调节作用。这说明在制度不断健全的转型过程中，互动导向的市场作用可能日益重要，政治网络对于新企业合法化成长的影响只是局部的反应在以互动导向为特征的市场活动中。 本文结构安排如下：第一章为绪论。主要阐述研究背景、研究意义与研究问题，并介绍研究内容与方法，以及论文研究过程与整体架构安排。第二章为文献述评。主要对相关理论基础进行归纳分析，阐述合法化视角对于解释新企业成长过程的重要理论意义，以及整合多种视角解释新企业成长的必要性。第三章为理论与假设。围绕研究问题与内容，基于严谨的理论推导，提出研究假设和概念模型。第四章为研究设计。着重介绍本研究的样本选择与回收过程，变量测量，信度、效度以及共同方法偏差检验，并简要说明主要统计分析方法原理。第五章为数据分析与结果。进行变量均值、标准差、相关分析以及层级回归分析，检验理论假设，并汇报结果。第六章为讨论与结论。重点讨论研究的理论与实践启示，指出研究不足和未来研究展望，并得出一般结论。
英文摘要：	Compared to existing businesses, new ventures suffer with liability of newness, intense competition, and lacking government support, which cause the "legitimacy threshold" and barriers of new ventures' growth, thus a high mortality rate. So, what level of competitive posture, how to address low customer acceptance and how to handle government relationships are vital for new ventures to overcome the legitimacy threshold and achieve growth. Based on the integration of institutional theory, market orientation(MO), interaction orientation(IO), political networks, population ecology etc. , this study implements empirical research, trying to answer three questions: whether and how do MO through the legitimization process, promote new venture growth?, whether and how do IO via legitimizing mediation process, promote new ventures growth? , in Chinese context, how do political network affect the legitimacy acquisition of new ventures? Based on 110 valid respondents of new ventures, through correlation analysis and multiple regression statistical analysis, the study tests the relevant theoretical hypotheses, the major findings and conclusions are as follows: Firstly, competition orientation as a kind of market action impacts new ventures growth through the process of legitimization. This study, combining institutional theory and MO perspective, examines full mediating effect of organizational legitimacy between competition orientation and new ventures growth. This implies that new ventures need to enhance their competition orientation, and through legitimizing competition-oriented behavior to achieve new venture growth. Secondly, interaction-oriented market behavior impact new ventures growth through the process of legitimization. This study, combining institutional theory and IO perspective, examines the mediating effect of organizational legitimacy between IO and new ventures growth. These results imply that with the development of information technology, new ventures should both enhance interaction-oriented level by establishing of information technology platform, and enhance organizational legitimacy by communicating with customers through theses interactive platform, to achieve growth. Thirdly, this study examines the contingent effect of political network on the relationship between IO and organizational legitimacy, and finds the negative moderating effect on the relationship between customer empowerment and organizational legitimacy, but the relationship between IO as a construct and organizational legitimacy, between customer concept and organizational legitimacy, between interaction response capacity and organizational legitimacy, between customer value management and organizational legitimacy is not moderated by political network. This shows that in China's context, overall effect of IO on organizational legitimacy under different-level political network contexts is fairly stable, implying the robust and important role of IO on organizational legitimacy. At the same time, the negatively moderating effect of political network on the relationship between customer empowerment and organizational legitimacy, implies political network plays some substitution role on the effect of customer empowerment on organizational legitimacy. This may imply, in comparison to other enterprises, new ventures with a strong political network, can buffer institutional pressure and obtain some growth resources by making use of political network. So, the motivation and behavior of relying on customer interactions to obtain the legitimacy will decline, thus the relationship intensity between customer empowerment and organizational legitimacy is weakening. The existing market orientation (MO) researches focused on the direct or contingent relationship between MO and performance, and the antecedent elements of MO. But the existing MO is lack of understanding of the mediating process between MO and performance. Some researchers have advocated the various dimensions of market orientation were investigated, such as, some scholars proposed the existence of the dominant effect of customer orientation, may conceal the importance of the other dimensions of market orientation. Latest interaction orientation studies have focused on direct relationship between customer interaction and business performance limited to strategic marketing field. But the MO and IO research confined to economic rationality, while ignoring the normative rationality of legitimacy for the interpretation of new ventures growth. By integrating MO, IO, network perspective, and legitimacy perspective, etc, the theoretical contributions of this study are reflected as follows: Firstly, the study tests the positive role of competition orientation on organizational legitimacy, and organizational legitimacy' mediating effect between competition orientation and new venture performance, thus supplement the explanation of population ecology perspective. Different with the classical population ecology theory, which considers competition and legitimacy as the two counterproductive elements of population ecology, this study shows that competition and legitimacy are not "double-edge of sword" and new ventures can take advantage of competition orientation, to enhance legitimacy, and thus to promote new ventures growth. Secondly, the study tests organizational legitimacy' mediating role between interaction orientation and new venture performance, thus reveals the legitimizing process between interaction and new ventures growth. Thirdly, the study tests the moderating role of political networks between interaction orientation with its dimensions and organizational legitimacy. The results only support the negative moderating effect of political network between customer empowerment and organizational legitimacy. This shows that with the continuous improvement and transition of institution, the interaction may play increasingly important role in market, political network only play a limited role on new venture' legitimization process. This study is organized as follows: Chapter I is introduction. It expounds the research background, research significance and research question, and introduces research content and methods, and the research process and the overall structural arrangements. Chapter II is literature review. It reviews the related theories, expounds the important role and theoretical significance of legitimacy view to explain the new ventures growth process, and the importance of integration of a variety of perspectives to explain new ventures growth process. Chapter III is theory and hypotheses. They around the research questions and content, based on rigorous theoretical derivation, propose research hypotheses and conceptual models. Chapter IV is research design. It focuses on the sample selection and collection process, measurement, the test of reliability, validity and common method bias, and a brief description of the main principles of statistical analysis methods. Chapter V is data analysis and results. They do the mean, standard deviation, correlation analysis and hierarchical regression analysis to test the theoretical hypotheses, and report the analysis results. Chapter VI is discussion and conclusions. They focus on the discussion of theoretical and practical contribution, research limitations and future research directions, and draw general conclusions.
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