驱动企业参与区域品牌化——资源与制度视角

摘要/Abstract

摘要：

区域品牌的资产公共性和累积性使驱动区域内的企业参与区域品牌化至关重要，但现有研究尚未对该领域展开深入考察。本研究提出并检验了一个基于资源环境形成的制度压力正向驱动企业参与区域品牌化的预测模型。结果显示，构建与社会期待相一致的资源环境可以形成区域内相应的制度趋同压力，对企业参与区域品牌化具有正向驱动效应。其中，感知竞争者的参与和成功可以形成模仿压力；政府和消费者的资源优势可以形成强制压力；感知区域品牌化的有用性和参与价值则可以形成规范压力。这些模仿的、强制的和规范的制度压力对企业参与区域品牌化具有程度不同的正向驱动作用。

关键词: 区域品牌化, 企业参与, 资源理论, 制度理论

Abstract:

The public ownership and cumulativity of place brand equity would make it crucial to drive firms within a region to involve in place branding. Nonetheless, this area has not been investigated deeply so far in the existing literature. In our study, a predictive model for the resource environment resulting in institutional pressures to drive firm's involvement in place branding is proposed and tested. It is found that developing a resource environment consistent with social expectations can form an institutional environment of a region, which contributes to driving firm's involvement in place branding. Amongst them, perceived competitor's involvement and success can form an imitative pressure, and the resource advantages of the government and consumers can form a coercive pressure. Perceived usefulness and involvement value of place branding can form a normative pressure. These institutional pressures have different driving effects on firm's involvement in place branding.

Key words: place branding, firm involvement, resource-based theory, institutional theory

赵卫宏, 孙茹. 驱动企业参与区域品牌化——资源与制度视角[J]. , 2018, 30(12): 154-163.

Zhao Weihong, Sun Ru. Driving Firm's Involvement in Place Branding:Perspectives of Resource-based and Institutional Theory[J]. , 2018, 30(12): 154-163.

参考文献

[1] Hanna S., Rowley J. A Practitioner-led Strategic Place Brand-management Model[J]. Journal of Marketing Management, 2013,29(15-16):1782-1815
[2] Oliver C. Sustainable Competitive Advantage:Combing Institutional and Resourcebased Views[J]. Strategic Management Journal, 1997,18(9):697-767
[3] Oliver C. Institutional Linkages and Organizational Mortality[J]. Administrative Science Quarterly, 1991,36(2):187-218
[4] Kavaratzis M., Ashworth G. J. City Branding:An Effective Assertionof Identityor a Transitory Marketing Trick?[J]. Place Branding, 2005,96(5):183-194
[5] Kavaratzis M., Hatch M. J. The Dynamics of Place Brands:An Identity-based Approach to Place Branding Theory[J]. Marketing Theory, 2013,13(1):69-86
[6] Rainisto S. Success Factors of Place Branding[J]. Regions Magazine, 2007,268(1):20-22
[7] Kotler P., Gertner D. Country as Brand, Product, and Beyond:A Place Marketing and Brand Management Perspective[J]. Journal of Brand Management, 2002,9(4):249-261
[8] Anholt, S. Definitions of Place Branding-Working Towards a Resolution[J]. Place Branding & Public Diplomacy, 2010,6(1):1-10
[9] Pike A. Brands and Branding Geographies[J]. Geography Compass, 2010,3(1):190-213
[10] Rosenfeld S. A. Creating Smart Systems A Guide to Cluster Strategies in Less Favoured Regions[J]. Regional Technology Strategies, 2002,14(1):51-62
[11] 徐明,盛亚军. 产业集群区域品牌培育研究[J]. 经济纵横, 2015,(5):102-105
[12] 孙丽辉,盛亚军,许天舒. 区域品牌形成中的簇群效应——以温州为例的研究[J]. 经济管理, 2010,(12):96-103
[13] Lee A. H. J., Wall G., Kovacs J. F. Creative Food Clusters and Rural Development through Place Branding:Culinary Tourism Initiatives in Stratford and Muskoka, Ontario, Canada[J]. Journal of Rural Studies, 2015,39(June):133-144
[14] Kasabov E. Managing the Unmanageable:Stakeholder Involvement in Creating and Managing Places and Their Brands[M]. In:Go F.M., Lemmetyinen A., Hakala U. (eds) Harnessing Place Branding through Cultural Entrepreneurship. Palgrave Macmillan, London, 2015
[15] Jørgensen O. H. Place and City Branding in Danish Municipalities with Focus on Political Involvement and leadership[J]. Place Branding & Public Diplomacy, 2016,12(1):68-77
[16] 孙丽辉,毕楠,李阳,等. 国外区域品牌化理论研究进展探析[J]. 外国经济与管理, 2009,31(2):40-49
[17] 雷亮. 地方政府行为影响区域品牌发展的实证研究[J]. 兰州大学学报(社会科学版), 2015,43(1):112-119
[18] Cleave E., Arku G., Sadler R., et al. The Role of Place Branding in Local and Regional Economic Development:Bridging the Gap between Policy and Practicality[J]. Regional Studies Regional Science, 2016,3(1):207-228
[19] Cermak D. S. P., File K. M, Prince R. A. Customer Participation in Service Specification and Delivery[J]. Journal of Applied Business Research, 1994,10(2):90-97
[20] Liang H., Saraf N., Hu Q., et al. Assimilation of Enterprise Systems:The Effect of Institutional Pressures and the Mediating Role of Top Management[J]. MIS Quarterly, 2007,31(1):59-87
[21] Lee J., Elbashir M. Z., Mahama H., et al. Enablers of Top Management Team Support for Integrated Management Control Systems Innovations[J]. International Journal of Accounting Information Systems, 2014,15(1):1-25
[22] Yang Y., Konrad A. M. Understanding Diversity Management Practices:Implications of Institutional Theory and Resource-based Theory[J]. Group & Organization Management, 2011,36(1):6-38
[23] Barney J. B. Strategic Factor Markets:Expectations, Luck, and Business Strategy[J]. Management Science, 2009,32(10):1231-1241
[24] Fensterseifer J. E., Rastoin J. L. Cluster Resources and Competitive Advantage:A Typology of Potentially Strategic Wine Cluster Resources[J]. International Journal of Wine Business Research, 2017,25(4):267-284
[25] Mloina-Morales F. X., Martínez-Fernaández M. T. The Impact of Industrial District Affiliation on Firm Value Creation[J]. European Planning Studies, 2003,11(2):155-170
[26] Wu X., Geng S., Li J., et al. Shared Resources and Competitive Advantage in Clustered Firms:The Missing Link[J]. European Planning Studies, 2010,18(9):1391-1410
[27] Heugens P. P. M. A. R., Lander M. W. Structure! Agency! (and other quarrels):A Meta-analysis of Institutional Theories of Organization[J]. Academy of Management Journal, 2009,52(1):61-85
[28] DiMaggio P. J., Powell W. W. The Iron Cage Revisited:Institutional Isomorphism and Collective Rationality in Organizational Fields[J]. American Sociological Review, 1983,48(2):147-160
[29] Chen A. J., Watson R. T., Boudreau M. C., et al., An Institutional Perspective on the Adoption of Green Is and It[J]. Australasian Journal of Information Systems, 2010,17(1):125-134
[30] Honig B., Karlsson T. An Institutional Perspective on Business Planning Activities for Nascent Entrepreneurs in Sweden and the US[J]. Administrative Sciences, 2013,3(4):266-289
[31] Haunschild P. R., Miner A. S. Modes of Interorganizational Imitation:The Effects of Outcome Salience and Uncertainty[J]. Administrative Science Quarterly, 1997,42(3):472-500
[32] Guler I., Guillén M. F., Macpherson J. M. Global Competition, Institutions, and the Diffusion of Organizational Practices:The International Spread of ISO 9000 Quality Certificates[J]. Administrative Science Quarterly, 2002,47(2):207-232
[33] Staw B. M., Epstein L. D. What Bandwagons Bring:Effects of Popular Management Techniques on Corporate Performance, Reputation, and CEO Pay[J]. Administrative Science Quarterly, 2000,45(3):523-556
[34] Henriques I., Sadorsky P. The Determinants of an Environmentally Responsive Firm:An Empirical Approach[J]. Journal of Environmental Economics & Management, 1996,30(3):381-395
[35] Powell W. W., DiMaggio P. J. The New Institutionalism in Organizational Analysis[M]. Chicago, USA:University of Chicago Press Economics Books, 1991
[36] Davis G. F. Agents without Principles? The Spread of the Poison Pill through the Intercorporate Network[J]. Administrative Science Quarterly, 1991,36(4):583-613
[37] Palmer D. A., Jennings P. D., Zhou X. Late Adoption of the Multidivisional Form by Large U.S. Corporations:Institutional, Political, and Economic Accounts[J]. Administrative Science Quarterly, 1993,38(1):100-131
[38] Jöreskog K. G., Wold H. The ML and PLS Techniques for Modeling with Latent Variables:Historical and Comparative Aspects[M]. In Systems Under Indirect Observation:Causality Structure and Prediction, K. G. Jöreskog and H. Wold (eds.), North Holland, Amsterdam, 1982
[39] 马向阳,辛荣. 政府视角下以区域联想为核心的区域品牌伞构建研究[J]. 科技进步与对策, 2013,(15):46-51