| With the introduction of "Entrepreneurship by the masses,innovation by all",the field of innovation and entrepreneurship has gradually attracted widespread attention from the society.With the strong support of relevant national policies,a large number of new ventures(NVs)have begun to emerge,and entrepreneurial enterprises have become a new force in promoting the country’s economic transformation.However,due to the "inherent disadvantages" of lack of resources and insufficient capabilities,NVs often face the "growth paradox" dilemma in the development process.At this time,how to balance the useing existing market and the cultivating potential market has become an urgent need to solve problem.Ambidextrous marketing capabilities(AMCs)is an important organizational ability for promoting the income generation and growth of enterprises,but the traditional analytical thinking of discussing the balance and interactive relationship between marketing exploration and exploitation capabilities does not match the research scenarios of NVs.At the same time,existing studies have also shown that the effectiveness mechanism of a company’s AMCs differs depending on the internal and external environment in which it is located.Based on the above analysis,this study interprets the AMCs of NVs with a new idea of "trade-off but not balance",which is different from traditional analytical thinking,and regards it as a continuum between marketing exploration and exploitation capabilities.In addition,it is divided into two types: exploitation-oriented and exploration-oriented AMCs.At the same time,based on the configuration theory and the perspective of stakeholders,this research introduces two important contingency factors: entrepreneurial orientation(EO:innovation,initiative,risk-taking)and competition intensity(CI: technical competition intensity,market competition intensity).Therefore,this research aims to explore the effectiveness mechanism of AMCs of NVs driving entrepreneurial performance under the influence of internal and external environmental factors.First of all,this research defines the core concepts of the research on the basis of systematically combing the domestic and foreign literature on ambidexterity capability,marketing capability,AMCs and entrepreneurial performance.This study constructs a effectiveness mechanism model that influences entrepreneurial performance under the contingency of internal and external environmental factors for the AMCs of NVs.Subsequently,the study defined the companies established for more than one year but less than eight years as new ventures and used them as the research object.The questionnaire survey method was used and the effective data of 257 new ventures were used for empirical analysis.The results found that:(1)Regardless of the influence of internal and external environmental factors,both the exploration-oriented and exploitation-oriented AMCs can promote the entrepreneurial performance of new ventures.(2)The contingency effect of EO will weaken the positive relationship between the exploitation-oriented AMCs and entrepreneurial performance,but it can promote the positive relationship between the exploration-oriented AMCs and entrepreneurial performance.(3)The contingency effect of CI promotes the positive relationship between the exploitation-oriented AMCs and entrepreneurial performance,but it has a negative impact on the positive relationship between exploration-oriented AMCs and entrepreneurial performance.Secondly,this research has certain theoretical value and contributions,which are mainly reflected in:(1)The research is different from the traditional analysis perspective,choosing the new idea of "trade-off but not balance" to deconstruct the AMCs,breaking the existing boundary of AMCs research,and expanding the research scope of the organizational ambidexterity theory.(2)The research puts AMCs in the entrepreneurial research scenarios,and is closely integrated with the "growth paradox" faced by NVs in the development process,realizing the organic combination of marketing and entrepreneurship management,broadening the scope of application of ambidexterity theory.(3)Based on the configuration theory and the perspective of stakeholders,the research clarifies the inherent logical relationship between AMCs and entrepreneurial performance,and enriches the research on the pre-factors of entrepreneurial performance.Finally,the research conclusions provide some management enlightenment for new ventures to effectively deal with the "growth paradox" problem,which is mainly reflected in the following aspects:(1)Regardless of the influence of internal and external environmental factors,both exploitation-oriented and exploration-oriented AMCs are important organizational capabilities for NVs to achieve the dual goals of survival and development.(2)High-level EO has laid the foundation for development of exploration-oriented AMCs.At this time,new ventures dedicated to improving customer performance and growth performance can "look to the future" more.(3)A high level of CI is helpful for the development of the exploitation-oriented AMCs.At this time,new ventures aiming to create customer performance should be lived in the present,and should not be too aggressive.In summary,to explore the effectiveness mechanism of the AMCs of NVs,it is necessary not only to analyze the mechanism of AMCs from the perspective of "trade-off",but also to consider the contingent effects of internal and external environmental conditions.We should scientifically weigh "live in the present" and "look to the future" to provide effective management reference for new ventures seeking new development and achieving inverse growth. |
