Abstract
The influencing way of agribusiness dynamic capability on brand marketing strategy is discussed with concept of absorptive capability. Literature investigation and brain-storm are adopted in theoretical model construction and proposition of nine hypotheses that proved by empirical analysis. The result shows agribusiness dynamic capability influences brand marketing strategy with absorptive capability as mediation to some degrees. The absorptive capability of agribusiness could be improved by enhancing knowledge recognition ability, knowledge assessment ability, knowledge digestion ability and knowledge application ability so as to improve the level of brand marketing strategy.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Amit R, Schoemaker P (1993) Strategic assets and organizational rent. Strat Manage J 14:33–46
Barney J (1986) Strategic factor markets: expectations, luck, and business strategy. Manage Sci 32:1231–1241
Barney J (1991) Firm resources and sustained competitive advantage. J Manage 17:99–120
Cohen W, Levinthal D (1990) Absorptive capacity: a new perspective on learning and innovation. Admin Sci Q 35(1):128–152
Danneels E (2008) Organizational antecedents of second-order competences. Strat Manage J 29:519–543
Ding Y, Xu Y, Peng Y (2013) Influence factors theoretical model of agribusiness brand marketing strategy. In: Proceedings of the sixth international conference on management science and engineering management 2012. Springer-verlag London Limited, London
Eisenhardt K, Martin J (2000) Dynamic capabilities: What are they? Strat Manage J 22:1105–1121
Fosfuri A, Tribo J (2008) Exploring the antecedents of potential absorptive capacity and its impact on innovation performance. Int J Manage Sci 36(1):173–187
Helfat C, Finkelstein S et al (2007) Dynamic capabilities: understanding strategic change in organization’s. Blackwell, London
Jansen J, Bosch FVD, Volberda H (2005) Managing potential and realized absorptive capacity: how to organizational antecedents matter. Acad Manage Rev 48(6):999–1015
King A, Tucci C (2002) Incumbent entry into new market niches: the role of experience and managerial choice in the creation of dynamic capabilities. Manage Sci 48:171–186
Lane P, Koka B, Pathak S (2006) The reification of absorptive capacity: a critical review and rejuvenation of the construct. Acad Manage Rev 31(4):833–863
Priem R, Butler J (2001) Is the resource-based “view” a useful perspective for strategic management research? Acad Manage Rev 26:22–40
Shen P, Hu Z (2008) Brand marketing theory: retrospect and explore. Henan Commercial College 21
Song M, Droge C et al (2005) Marketing and technology resource complementarity: an analysis of their interaction effect in two environmental contexts. Strat Manage J 26:259–276
Teece D (2000) Strategics for managing knowledge assets: the role of firm structure and industrial context. Long Range Plann 33:35–54
Teece D (2007) Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance. Strat Manage J 28:1319–1350
Teece D, Pisano G (1994) The dynamic capabilities of firms: an introduction. Ind Corp Change 3:537–556
Teece D, Pisano G, Shuen A (1997) Dynamic capabilities and strategic management. Strat Manage J 18:509–533
Winter S (2003) Understanding dynamic capabilities. Strat Manage J 24:991–995
Yeoh P (2009) Realized and potential absorptive capacity: understanding their antecedents and performance in the sourcing context. J Market Theory Pract 17(1):21–36
Zahra S, George G (2002) Absorptive capacity: a review, re-conceptualization and extension. Acad Manage Rev 27(2):185–203
Zahra S, Sapienza H, Davidsson P (2006) Entrepreneurship and dynamic capabilities: a review, model and research agenda. J Manage Stud 43:917–955
Zollo M, Winter S (2002) Deliberate learning and the evolution of dynamic capabilities. Organ Sci 13:339–351
Zott C (2003) Dynamic capabilities and the emergence of intraindustry differential firm performance: insights from a simulation study. Strat Manage J 24:97–125
Acknowledgments
This study was supported by the Natural Science Foundation of Zhejiang province “research on organizational innovation and Performance improvement of private capital’s involving in agricultural industrialization in Zhejiang Province” (No.: Y6090628) and Surface project of China Post-doctoral Science Foundation “theory and empirical research on private capital’s involving in agricultural industrialization” (No.: 20100471731).
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2014 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Ding, Y., Li, W., Peng, Y. (2014). A Relationship Model of Brand Marketing Strategy and Agribusiness Dynamic Capability. In: Xu, J., Cruz-Machado, V., Lev, B., Nickel, S. (eds) Proceedings of the Eighth International Conference on Management Science and Engineering Management. Advances in Intelligent Systems and Computing, vol 280. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-55182-6_34
Download citation
DOI: https://doi.org/10.1007/978-3-642-55182-6_34
Published:
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-55181-9
Online ISBN: 978-3-642-55182-6
eBook Packages: EngineeringEngineering (R0)