Enterprise Adaptive Marketing Capabilities and Sustainable Innovation Performance: An Opportunity–Resource Integration Perspective

Abstract

As innovative entrepreneurship in China has increased, the transformation and upgrade of mature enterprises through secondary innovation has become a pressing issue. Using the concept of opportunity–resource integration as the research framework, this study examines the relationships between adaptive marketing capabilities (AMCs), opportunity exploitation, and sustainable innovation performance (SIP). The potential moderating effect of organizational legitimacy on these relationships is also investigated. Based on collected data from 163 high tech enterprises based in the Pearl River Delta region of China, the current study confirms that, first, both enterprise AMCs and opportunity exploitation significantly and positively affect sustainable innovation performance, and, second, that interaction between AMCs and opportunity exploitation significantly and positively affect SIP. The results also demonstrated that organizational legitimacy positively moderates not only the direct effects on SIP from both AMC and opportunity exploitation, but also the effect on SIP from the interaction between AMCs and opportunity exploitation.

Does Entrepreneurial Orientation Lead to Successful Sustainable Innovation? The Evidence from Chinese Environmentally Friendly Companies

“…In fact, due to organizational inertia, exploration is strongly resisted in organizations with deep-rooted experience [62]. A company with strong capabilities in its current field may rationally reduce its exploratory behavior due to complacency, incompatible technological paths, and cost considerations [63,64]. Even if an enterprise has an entrepreneurial orientation, its innovative, active risk-taking behavior may be ineffective unless it does have the absorptive capacity to integrate diverse knowledge.…”

The Influence of Dynamic and Adaptive Marketing Capabilities on the Performance of Portuguese SMEs in the B2B International Market

“…Although the impact of DMC and AMC on marketing performance found in the literature [24,25], several questions remain unanswered. More precisely, marketing literature gives relatively less attention to the impact of both marketing capabilities on the internationalization process, especially for SMEs in the B2B sector [4,11,26].…”

Research on Innovation Catering Behavior and Its Economic Consequences—An Empirical Analysis Based on Threshold Regression Model

“…Both R&D investment and R&D subsidies have a critical impact, that is, the tested coefficient is also significant; subsequently, Equations (5) and (6) also verify that the R&D investment and R&D subsidies of high-tech enterprises have a vital influence on the innovation efficiency of enterprises, that is, the tested coefficient is also significant. Finally, the coefficient of the independent variable ingratiatory in Equations (7) and (8)is significantly positive at the 1% level. In other words, the tested coefficient is significant, and the coefficients of the intermediate variables RD and RDS are also significantly positive at the level of 10% and 5%, respectively.…”

“…According to the theory of information asymmetry and the theory of signal transmission, in the case of information asymmetry between the two sides, the enterprise transmits the information that reaches the recognition threshold to the government department, so as to obtain the recognition of the government department. Secondly, from the perspective of enterprises and the external market, enterprises will obtain the recognition of high-tech enterprises as a good investment signal to the investors in the external market, as well as the enterprise's innovation capabilities and industry prospects (Shen, Sha & Wu, 2020) [8], and then help companies obtain the required innovation resources to improve corporate performance (Kleer, 2010) [9]. An enterprise can only be recognized as a high-tech enterprise and enjoy a series of tax incentives and government subsidies if it releases "innovation signals" that comply with the "Recognition Measures".…”