知识产权保护影响企业绩效的机理和边界——对市场环境和营销导向调节效应的实证分析

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摘要知识产权保护是企业保护专有知识和技术的重要机制,对企业价值的创造具有举足轻重的作用。然而,现有文献对于知识产权保护与企业绩效之间的直接关系,尤其是影响两者之间关系的情境因素的探究却相当匮乏。基于172份来自服务外包企业的配对问卷,采用层次回归技术,从市场环境和营销导向两个视角出发,以竞争强度、技术动荡性、反应型市场导向和先动型市场导向为调节变量,就知识产权保护对企业绩效的影响机理进行了研究。结果表明:知识产权保护对企业绩效具有显著的促进作用,竞争强度和反应型市场导向均显著地强化了知识产权保护与企业绩效之间的关系,但先动型市场导向对知识产权保护与企业绩效之间的关系起到显著的负向调节作用,技术动荡性的调节作用则未得到数据支持。

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	王永贵

关键词 ：知识产权保护, 企业绩效, 竞争强度, 技术动荡性, 反应型市场导向, 先动型市场导向

Abstract：Intellectual property protection is an important mechanism for enterprises to protect their knowledge and technology, and plays a decisive role in the creation of corporate values. However, in available literature there are few researches on the direct relationship between intellectual property protection and enterprise performance, especially the situational factors affecting the relationship between the two. Based on 172 paired questionnaires from service outsourcing enterprises, this paper studies the influence mechanism of intellectual property protection on corporate performance from the perspectives of market environment and marketing orientation by using hierarchical regression technique and taking intensity of competition, technology volatility, responsive market orientation and proactive market orientation as regulatory variables. The results show that the protection of intellectual property rights significantly contributes to corporate performance, the intensity of competition and responsive market orientation both significantly strengthened the relationship between the protection of intellectual property rights and corporate performance, but proactive market orientation has significant negative regulatory effect on the relationship between the protection of intellectual property rights and corporate performance, and the regulatory effect of technology volatility is not supported by the data.

Key words： intellectual property protection corporate performance intensity of competition technology volatility responsive market orientation proactive market orientation

收稿日期: 2019-07-01

中图分类号:

F273.1

基金资助:北京市社科规划基金研究基地重点项目“全球化背景下北京市企业协同创新绩效评价与提升机制研究”（15JDJGA044）

作者简介: 王永贵,首都经济贸易大学副校长,工商管理学院教授、博士生导师,主要从事市场营销与服务营销、顾客关系与顾客创新、国际商务与战略管理研究。

引用本文:

王永贵. 知识产权保护影响企业绩效的机理和边界——对市场环境和营销导向调节效应的实证分析[J]. 《深圳大学学报》（人文社科版）, 2020, 37(1): 69-77. WANG Yong-gui. The Mechanism and Boundary of Intellectual Property Protection affecting Enterprise Performance: Empirical Analysis of the Regulatory Effect of Market Environment and Marketing Orientation. , 2020, 37(1): 69-77.

链接本文:

https://xb.szu.edu.cn/CN/ 或 https://xb.szu.edu.cn/CN/Y2020/V37/I1/69

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