Abstract: Compared with incremental innovation, disruptive innovation is increasingly becoming an important strategic action for the newcomers to participate in the market competition. Based on the RBV theory, this study explores the impact mechanism of the newcomers' inside-out and outside-in marketing capacities on disruptive innovation and the synergy effect of the IT capacity (including the IT technology capacity and the IT staff capacity) in the context of the emerging economic market. The results of the empirical test based on the data from 207 small and medium-sized innovation enterprises in science and technology are as follows: the outside-in marketing capacity actuates disruptive innovation of newcomers in the emerging economic market actively; the inside-out marketing capacity has an inverted U-shaped relationship with the disruptive innovation; the relationship between the outside-in marketing capacity and the disruptive innovation is positively moderated by the IT technology and the IT staff capacity; the IT technology aggravates the inverted U-shaped relationship between the inside-out marketing capacity and the disruptive innovation, but the moderating effect of the IT staff capacity is not significant.

Key words: Outside-in Marketing Capacity, Inside-out Marketing Capacity, Disruptive Innovation, IT Capacity

摘要： 相较于渐进性创新,颠覆性创新正日益成为后发企业参与市场竞争时的重要战略行动。基于资源基础理论,本研究探讨新兴经济市场情景下,后发企业“由内而外”和“由外而内”战略导向下的营销能力和IT能力(IT技术能力与IT人员能力)对颠覆性创新的影响机理及协同作用。以中小型科技创新企业为调研对象并获取207份有效问卷进行实证检验,研究发现:后发企业“由外而内”的营销能力对颠覆性创新有显著正向影响,“由内而外”的营销能力对颠覆性创新存在倒U型影响;“由外而内”的营销能力与颠覆性创新的关系受到IT技术能力与IT人员能力的显著正向调节,而“由内而外”的营销能力与颠覆性创新的关系只受到IT技术能力的显著正向调节,IT人员能力的调节作用并不显著。

关键词: 由外而内营销能力, 由内而外营销能力, 颠覆性创新, IT能力