Research on the influence of marginal market orientation on disruptive innovation of start-ups
The sustainable growth of start-ups has become an important driving force for economic development.Disruptive innovation is the key to sustainable growth of start-ups and marginal market is an important path choice for start-ups to achieve disruptive innovation.Therefore,based on the resource-based view,this paper takes cross-border search as an important mechanism to effectively connect the heterogeneous knowledge gap caused by margin-al market orientation and disruptive innovation of start-ups,and constructs a mechanism model of'marginal market orientation-cross-border search-disruptive innovation',and following the paradigm of'strategy-behavior-outcome',this paper explores the influence mechanism of marginal market orientation on disruptive innovation of start-ups.Based on empirical data from 219 surveys of Chinese start-ups,the paper uses the method of multiple regression a-nalysis to test the hypotheses.the results show that responsive marginal market orientation has a positive impact on the low-end market disruptive innovation of start-ups,while preemptive marginal market orientation has a positive effect on the new market disruptive innovation of start-ups,and the use of preemptive marginal market orientation to develop new market disruptive innovation is more obvious.Breadth cross-border search plays an important media-ting role between preemptive marginal market orientation and new market disruptive innovation,while depth cross-border search plays an important mediating role between responsive marginal market orientation and low-end market disruptive innovation.Compared with low-end market disruptive innovation,the institutional environment more pos-itively strengthens the role of preemptive marginal market orientation on the new market disruptive innovation of start-ups,and the institutional environment negatively significantly regulates the relationship between responsive marginal market orientation and new market disruptive innovation of start-ups.The institutional environment nega-tively moderates the relationship between responsive marginal market orientation and low-end market disruptive innovation of start-ups,but it is not significant.The research shows that when implementing different disruptive innovation,start-ups should adopt different marginal market orientation.Marginal market orientation will encourage start-ups to carry out cross-border search to obtain various heterogeneous knowledge and information,enhance inno-vation ability through internalization and absorption,and realize disruptive innovation of start-ups.In high institu-tional environment,it is suitable for start-ups to adopt a preemptive marginal market-oriented strategy to develop new market disruptive innovation,and start-ups can also adopt a responsive marginal market-oriented strategy to de-velop low-end market disruptive innovation.This paper explores the differential influence mechanism of different marginal market orientations on the low-end market disruptive innovation and the new market disruptive innovation of start-ups,and reveals the action mechanism of different cross-border search,explores how the marginal market o-rientation influences the disruptive innovation of start-ups through cross-border search,further enriches and expands the theoretical research on disruptive innovation,and provides a new theoretical framework for the research on dis-ruptive innovation of start-ups.At the same time,the research also integrates the institutional theory,deeply exam-ines the moderating mechanism of the institutional environment,and clarifies the boundary conditions for the disrup-tive innovation of start-ups based on the marginal market orientation,providing a relatively complete theoretical sys-tem for the disruptive innovation practice of start-ups,which has important theoretical significance and practical val-ue for start-ups to carry out disruptive innovation effectively.
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