Abstract
With the increasing impact of the Internet, the transformation of traditional retailers through Internet innovation has become a pressing issue. Based on the theory of innovation and marketing capability, this study investigated the relationships among adaptive marketing capability (AMC), Internet market newness, and innovation performance. The mediation effect of compromise on these relationships was also investigated. Through data analysis of 205 questionnaires in China, the current study confirmed that interaction between AMC and Internet market newness significantly affected innovation performance, and Internet market newness positively affected performance only when AMC was high. The results also demonstrated that compromise mediated the interaction with performance. AMC moderated not only the direct effects on performance by Internet market newness, but the effects on compromise by Internet market newness.
Highlights
With the rapid development of the Internet market, the innovation and transformation of enterprises have been accelerated
Against the background of the era in which the Internet has a huge impact on traditional industries, this paper took the “going online” of the offline retail industry as the research object
From the perspective of facilitating the implementation of Internet market projects from within enterprises, it examined the impact of compromise and adaptive marketing capability (AMC) on the process of the transformation from offline retail companies to online retail companies
Summary
With the rapid development of the Internet market, the innovation and transformation of enterprises have been accelerated. The business model of Chinese retail enterprises presents four characteristics of transformation: deep online, socialization and fragmentation, being unmanned, and being platform-oriented [9]. In the era of mobile Internet, the typical new retail business model in China is that enterprises and customers are directly connected through products or community platforms. Chinese retail enterprises are building a new retail business model based on the Internet. Species reached 150,000 yuan/year, which is 10 times that of traditional supermarkets (15,000 yuan/year), and the unit price of customers reached about 200 yuan [12] These new business models have encountered some problems in the iterative process, such as market risk and the improvement of enterprise resource capabilities [9]. Under the background of the digital economy, can Internet market innovation really be profitable? What capabilities do retail enterprises need to improve to enhance their innovation performance?
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