中文摘要：

如何从创新包容性中获益已成为学者和企业家们共同关注的问题。在创新扩散理论和制度理论的基础上,研究分析了营销资源对创新包容性与企业绩效关系的调节作用,以及市场环境对营销资源作用的影响。238家中国企业的实证结果表明,创新包容性能促进企业绩效。企业的顾客教育能力增强了创新包容性对企业绩效的促进作用,而品牌价值却削弱了两者之间的关系。重要的是,研究发现恶性竞争和市场异质性这两种市场环境对品牌价值和顾客教育能力的作用起着不同的影响,从而揭示了市场环境对创新包容性与绩效关系的高阶调节作用。

英文摘要：

How to benefit from innovation inclusiveness has become an urgent issue that concerns many scholars and entrepreneurs. Based on innovation diffusion theory and institutional theory, this study explores the moderating effect of marketing resources on the relationship between innovation inclusiveness and firm performance, and also how market environment shapes the moderating role of marketing resources. The empirical results from 238 chi- nese firms show that innovation inclusiveness has a positive effect on firm performance. Customer education capa- bility enhances the positive effect of innovation inclusiveness, whereas brand value weakens these effects. More importantly, our study finds that dysfunctional competition and market heterogeneity play distinct roles on the moderating effects of brand value and customer education capability, revealing a complex re-moderating role on the linkages between innovation inclusiveness and firm performance.