| 营销能力与创新关系实证研究 |
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| 引用本文： | 李清政,白戈,于建原,李永强.营销能力与创新关系实证研究[J].中国软科学,2011(1). |
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| 作者姓名： | 李清政 白戈 于建原 李永强 |
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| 作者单位： | 1. 西南财经大学高级工商管理教育中心,四川成都,610074
2. 西南财经大学工商管理学院,四川成都,610074 |
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| 基金项目： | 国家自然科学基金项目(70772117) |
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| 摘 要： | 利用来自国内890个企业的样本,用结构方程模型对营销能力、创新投入、创新产出的关系进行了分析。结果表明:营销能力对创新投入有正向影响,并且营销能力对投入强度的影响大于对投入总量的影响。创新活动投入对技术产出有显著的正影响,并且投入总量的对技术产出的影响远远强于投入强度的影响。技术产出对创新的市场绩效有显著的正影响。营销能力对技术产出和创新市场绩效有截然不同的影响。营销能力对技术产出有显著的负影响,对市场显著的正影响。
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| 关 键 词： | 营销能力 创新投入 技术产出 市场绩效 |
An Empirical Analysis of the Relationship between Marketing Capability and Innovation |
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| LI Qing-zheng,BAI Ge,YU Jian-yuan,LI Yong-qiang.An Empirical Analysis of the Relationship between Marketing Capability and Innovation[J].China Soft Science,2011(1). |
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| Authors: | LI Qing-zheng BAI Ge YU Jian-yuan LI Yong-qiang |
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| Institution: | LI Qing-zheng1,BAI Ge2,YU Jian-yuan2,LI Yong-qiang2(1.MBA graduate School of Business Administration,Southwestern University of Finance and Economics,Chengdu 610074,China,2.School of Business Administration,China) |
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| Abstract: | In this paper,the interaction between marketing capability,input and outcome of innovation are studied with a sample of 890 Chinese enterprises using structural equation model.The results show that: marketing capability has a significantly positive relation with innovation input;these inputs significantly enhance the technical outcome which sequentially gives rise to the market performance.Marketing capability has totally different direct effects on technical and market performance;it enhances the latter,wh... |
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| Keywords: | marketing capability innovation input technical outcome market performance |
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