Effects of Customer and Innovation Asset Configuration Strategies on Firm Performance
作者研究了客户资产和创新资产的配置策略如何影响企业绩效。以往研究多关注资产总量，未区分相对于竞争对手的资产深度和跨不同细分市场的资产广度。基于配置理论和资源基础观，作者提出资产深度和广度共同决定其创造和获取价值的能力。通过两项研究，一项使用二手数据，另一项对高管进行问卷调查，发现绩效最高的情况是：企业采用深度客户资产搭配广度创新资产，或深度创新资产搭配广度客户资产。相反，深度-深度和广度-广度的配置会降低绩效变异性。此外，配置策略对绩效的影响在动态环境中通常大于稳定环境。
Both customer and innovation assets are important to firm performance. Prior research has mostly examined these assets at the firm level and has not distinguished between the effects of asset depth relative to competitors and asset breadth across different segments. Using configuration theory and the resource-based view of the firm, the authors propose that how these assets interact to influence performance depends on both depth and breadth because these features reflect whether the assets are likely to create and/or appropriate value when deployed. Empirical results from two studies—one using secondary data and another using primary data from a survey of senior managers—indicate that performance is highest when firms employ configurations using deep customer and broad innovation assets or deep innovation and broad customer assets. In contrast, firm performance variability decreases in the presence of deep–deep and broad–broad asset configurations. The effect of configuration strategies on firm performance also is typically greater in dynamic than in stable environments.