2026年第30期(总第1174期)
演讲主题：From Legitimacy to Profitability: Translating Institutional Capital into Market Outcomes under Institutional Uncertainty
主讲人：杨志林 香港城市大学教授
主持人：常亚平 市场营销系主任、教授
活动时间：2026年5月13日（周三）09:00-10:00
活动地址：管院大楼215教室
主讲人简介：
杨志林现任香港城市大学市场营销学教授，在Journal of Marketing, Journal of Marketing Research, MIS Quarterly，Organization Science, Journal of International Business Studies等国际顶尖期刊发表学术论文 140 余篇。其研究成果被广泛引用，自 2020 年起，连续入选斯坦福大学发布的全球前 2% 顶尖科学家榜单，获得香港城市大学杰出研究奖和Emerald卓越引用奖。现任Journal of Business-to-Business Marketing主编，European Journal of Marketing副主编，同时也是《Asian Journal of Business Research》创刊编辑之一。此外，他于 2013 年发起创办中国市场营销国际学术年会，并创立华人学者营销协会。
活动简介：
How do firms transform institutional resources into market success? Answering this question is crucial for marketing strategies in dynamic environments, where regulatory shifts and cultural trends directly shape customer relationships and competitive advantage. Integrating institutional theory with the resource management process perspective, we explore how firms leverage institutional capital—unique resources embedded within their institutional context—to enhance capabilities and improve performance. Specifically, we propose two types of resource management capabilities: (1) institutional literacy, which enables firms to understand and interpret the changing institutional environment, and (2) adaptive capability, which equips firms to adapt to their uncertain market environment. We argue that institutional uncertainty moderates the effectiveness of these capabilities. Evidence from in-depth interviews in China confirms the presence of institutional uncertainty in China’s business environment and highlights the different forms of institutional capital in such contexts. The empirical results of the two-stage questionnaire survey indicate that institutional capital positively influences institutional literacy and adaptive capability, thereby benefiting customer value delivery and financial performance. Notably, institutional uncertainty amplifies the positive impact of these capabilities on firm outcomes. Our study contributes by formalizing institutional literacy as a novel marketing capability and clarifying how firms can systematically manage institutional resources to secure market legitimacy and performance.
