1.创新型中小企业的数字化转型与企业绩效:商业模式创新的中介作用

原标题：Digital transformation and firm performance in innovative SMEs: The mediating role of business model innovation

期刊：Technovation

作者：Joan Merín-Rodrigáñez, Àngels Dasí, Joaquín Alegre

出版时间：2024-05-07

DOI：10.1016/j.technovation.2024.103027

摘要：本研究探讨了数字化转型(DT)对创新型中小企业(SMEs)绩效的影响。中小企业在能力方面代表了一种异质类型的公司。通过关注他们的创新特征作为边界条件，我们增加了对这种关系的理解。我们进一步研究了商业模式创新(BMI)在DT与绩效关系中的中介作用。以434家创新型西班牙中小企业为样本，通过偏最小二乘结构方程模型(PLS-SEM)对研究模型进行检验。我们发现BMI部分中介了DT与绩效之间的正相关关系。这一发现扩展了我们对BMI作为一种调整工具和创新型中小企业的蓝图的理解，这些中小企业将其在DT方面的投资引导到改善绩效。最后，我们提出了管理启示，并提出了未来的研究方向。

Abstract：This study investigates the consequences of digital transformation (DT) over performance in the case of innovative Small and Medium-sized Enterprises (SMEs). SMEs represent a heterogeneous kind of company in terms of capabilities. By focusing on their innovative character as a boundary condition, we increase our understanding of this relationship. We further research the mediating role of business model innovation (BMI) in the relationship between DT and performance. A sample of 434 innovative Spanish SMEs is used to test the research model through Partial Least Squares Structural Equation Modelling (PLS-SEM). We find that BMI partially mediates the positive relationship between DT and performance. This finding extends our understanding of BMI as an alignment tool and a blueprint for innovative SMEs channeling their investments in DT towards the improvement of performance. Finally, we put forward managerial implications and propose future avenues of research.

2.利用大数据进行战略营销:现有企业的动态能力模型

原标题：Leveraging big data for strategic marketing: A dynamic capabilities model for incumbent firms

期刊：Technological Forecasting & Social Change

作者：Claire Brewis, Sally Dibb , Maureen Meadows

出版时间：2023-02-24

DOI：10.1016/j.techfore.2023.122402

摘要：大数据可以通过扩展市场知识和战略营销洞察力来提高组织的盈利能力和竞争力。然而，现有的机会与现有公司参与大数据的程度之间存在脱节，这对他们从中受益的能力产生了影响。随着许多组织被如何管理和使用大数据所淹没，本文确定了利用大数据进行战略营销和提高市场响应能力所需的动态能力。通过对来自四个案例研究组织的高级管理人员进行深入的半结构化访谈，收集到的数据揭示了利用大数据价值所需的五种相互关联的动态能力。这些能力被证明是一个连续的“感知-重构-捕获”过程的一部分，在这个过程中，重构能力起着至关重要的作用。这些发现通过识别和映射支持战略营销计划所需的大数据能力配置，为动态能力理论做出了贡献。一个新的大数据能力模型被开发出来，它可以被组织用来指导他们如何利用大数据的价值。

Abstract：Big data can improve the profitability and competitiveness of organisations by extending market knowledge and strategic marketing insight. However, there is a disconnect between the opportunities presented and the read­ iness of incumbent firms to engage with big data, with consequences for their ability to benefit from it. With many organisations overwhelmed by how to manage and use big data, the paper identifies the dynamic capa­ bilities required to exploit big data for strategic marketing and to improve market responsiveness. Data gathered from in-depth, semi-structured interviews with senior managers from four case study organisations, reveals the five interconnected dynamic capabilities required to leverage value from big data. These capabilities are shown to be part of a sequential ‘sensing-reconfiguring-seizing’ process, in which the reconfiguring capabilities play a vital role. The findings contribute to dynamic capabilities theory by identifying and mapping the configuration of big data capabilities required to support strategic marketing initiatives. A new Big Data Capabilities Model is developed, which can be used by organisations to guide how they can leverage value from big data.

3.基于平台的市场将消费者从免费转向收费:多人在线竞技游戏的实证研究

原标题：Moving Consumers from Free to Fee in Platform-Based Markets: An Empirical Study of Multiplayer Online Battle Arena Games

期刊：INFORMATION SYSTEMS RESEARCH

作者：Le Wang, Paul Benjamin Lowry, Xin (Robert) Luo, Han Lic

出版时间：2023-02-24

DOI：10.1287/isre.2022.1127

摘要：在基于平台的商业市场中，公司普遍采用免费增值商业模式，这种模式的利润主要依赖于少数付费用户。然而，这些模式的关键挑战是将参与者从免费用户转变为付费消费者。为了鼓励付费消费，公司通常依靠产品差异化，比如为购买产品或服务的消费者提供增强功能。然而，有限的研究已经解决了这种产品差异化如何将消费者从“免费”转变为“收费”。我们的研究将多人在线竞技游戏(MOBA)作为基于免费增值平台的商业模式的典型例子。我们通过介绍三种新的moba特有的差异化——角色能力、角色多样性和角色外观差异化，为免费增值模式做出贡献。我们还将消费价值理论扩展为一个双路径模型，以揭示产品差异化影响游戏内购买的潜在机制。我们利用两波纵向实验和三个横断面实验的数据对我们的双路径模型进行了实证验证。我们的研究结果支持角色能力和多样性对产品差异化的相反中介路径，并表明这两种类型的差异化确实会破坏感知的游戏公平性。相反地，角色外观差异只会对玩家购买游戏道具产生积极影响。因此，这项研究的发现对利用免费商业模式的平台型公司具有重要的潜在意义，这些公司试图增加付费用户的份额。

Abstract: Companies in platform-based business markets have widely embraced freemium business models where profit primarily depends on a minority of paying customers. However, the key challenge of these models is transitioning participants from free users to paying consumers. To encourage paid consumption, companies often rely on product differentiation such as providing consumers who pay for products or services with enhanced features. However, limited research has addressed how such product differentiation may convert consumers from “free” to “fee.” Our research examines the multiplayer online battle arena (MOBA) game as a compelling example of a freemium platform-based business model. We contribute to the freemium literature by introducing three newMOBA-specific differentiations—character competency, character variety, and character-appearance differentiation. We also extend consumption values theory into a dual-path model to unveil the underlying mechanisms through which product differentiation influences in-game purchase. We empirically validate our dual-pathmodel using data from a two-wave longitudinal experiment and three cross-sectional experiments. Our findings support opposing mediating paths for product differentiation in character competency and variety and indicate that these two types of differentiation can indeed undermine perceived game fairness. Conversely, character-appearance differentiation exerts only a positive influence on players’ purchasing of in-game items. Consequently, the findings of this study have important potential implications for platform-based companies leveraging freemiumbusiness models that seek to increase their share of paying customers.

4.The Platformization of Brands

期刊：Journal of Marketing

作者：Julian Wichmann, Nico Wiegand, Werner J. Reinartz

出版时间：2021-10-07

DOI：10.1177/00222429211054073

摘要：整合产品和服务的数字平台，如谷歌Shopping或亚马逊(Amazon)，已成为品牌产品的强大中介，对传统产品品牌构成挑战，这些品牌在很大程度上失去了直接接触消费者的渠道。作为对策，一些老牌品牌建立了自己的旗舰平台，以恢复控制权并培养消费者忠诚度。例如，耐克、阿迪达斯或亚瑟士等运动品牌推出了跟踪和培训平台，允许参与者在购买产品之外进行持续的多种互动。作者分析了这些新兴的平台产品，这些潜在的品牌很难利用，并为那些旨在将其业务平台化的品牌提供了指导。该指南包括将数字平台概念化为消费者众包(即消费者从品牌、其他消费者或第三方企业等平台参与者那里获取价值)和众送(即消费者向平台参与者提供价值)产品、服务的场所。内容以及一个定义良好的框架，品牌可以应用于组装不同类型的旗舰平台。通过评估众包和众送对消费者平台关系的影响，作者得出了典型关系状态的类型学，并提出了一系列建议，以帮助线下产品品牌通过平台化茁壮成长。

Abstract: Digital platforms that aggregate products and services, such as Google Shopping or Amazon, have emerged as powerful intermediaries to brand offerings, challenging traditional product brands that have largely lost direct access to consumers. As a countermeasure, several long-established brands have built their own flagship platforms to resume control and foster consumer loyalty. For example, sports brands such as Nike, Adidas, or Asics launched tracking and training platforms that allow for ongoing versatile interactions among participants beyond product purchase. The authors analyze these emerging platform offerings, whose potential brands struggle to exploit, and provide guidance for brands that aim to platformize their business. This guidance comprises the conceptualization of digital platforms as places of consumer crowdsourcing (i.e., consumers drawing value from platform participants such as the brand, other consumers, or third-party businesses) and crowdsending (i.e., consumers providing value to platform participants) of products, services, and content along with a well-defined framework that brands can apply to assemble different types of flagship platforms. Evaluating the consequences of crowdsourcing and crowdsending for consumer–platform relationships, the authors derive a typology of archetypical relationship states and develop a set of propositions to help offline-born product brands thrive through platformization.