Responsive Market Orientation,Routine Renewing And Service Capability Of Manufacturing Enterprises

At present,the transformation and upgrading of manufacturing enterprises is an important starting point to promote supply-side reforms and drive China's high-quality economic development.Manufacturing enterprises rely on Servitization Strategy to upgrade from product manufacturing to service provision,change the previous production processes,organizational mechanisms and organizational capabilities to better meet customer needs and realize the value creation with customers,so as to reshape competitive advantages and obtain good enterprise performance.However,the service transformation often faces multiple challenges,and the "Service Paradox"cannot be ignored.Successful service transformation requires enterprises to build service systems and service capabilities to adapt to the challenges of dynamic environment.Therefore,this paper attempts to provide reference for enterprises to avoid the phenomenon of "Service Paradox" by taking service capability as the breakthrough point.During the implementation of service transformation,whether there is an effective generation path and evolution mechanism for service capability,how responsive market orientation affects organizational practices and capability evolution,and what kind of contextual factors will affect the transformation decision-making and change measures.Based on the above problems,from the perspective of capability evolution,this paper constructs a logical framework from market orientation to routine renewing,and then to service capability,also introduces the adjustment mechanism of peer effects.Based on the empirical test of the survey data from 300 manufacturing enterprises,the research finds that:(1)revising organizational routines and creating organizational routines play mediating roles between market orientation and service capability,and routine renewing enables the service capability to evolve continuously to better match the market demand;(2)peer effect from the same industry positively regulate the relationship between market orientation and routine renewing,and the greater the peer effect,the more significant the impact of market orientation on service capability through routine renewing;but peer effect from the same region has no significant influence.In this paper,the service transformation is taken as the research main line,and the function model of "Market Orientation-Routine Renewing-Service Capability " is constructed.The results show that service capability is an important support for the successful implementation of service transformation,and helps enterprises to complete the transition from products to services.Market orientation enables manufacturing enterprises to effectively response users' needs,provide direction guidance and resource base for organizational change and service capability;Enterprises should form a mechanism for routine renewing,realize dynamic evolution of capabilities,provide organizational guarantee for service transformation,and improve the matching of capabilities with customer needs.Finally,Enterprises should pay attention to the influence of peers,especially in the same industry,and make peer reference during the transformation decision-making and organizational change,so as to reduce the risks and costs of service transformation.