营销能力对企业自主创新影响研究

中国企业普遍缺乏自主创新是否与营销能力低下有关,国内外已有研究没有能够很好回答该问题。本文提出了将企业的自主创新分为自主创新欲望、自主创新预期和自主创新绩效相互关联的行为逻辑过程,并建立了营销能力对这三个基本构面影响的理论假说和研究框架。通过企业实际数据验证表明:营销能力对企业自主创新过程存在正向显著影响。这一关系的证实将从营销能力视角,为提高中国企业自主创新的积极性、主动性和持续性提供新的对策研究思路与理论依据。

Impact of Marketing Capabilities on Enterprise Self-innovation

The lack of initiative and implementation of Chinese enterprise self-innovation may be attributed to weak marketing capabilities and extant literature did very limited research about this issue.The article divides enterprise self-innovation into innovation initiative,innovation expectancy,and innovation performance,and establishes the hypothesis about influence mechanism of marketing capabilities on enterprise self-innovation.Based on Chinese enterprise's empirical data,the research conclusion of this article is that marketing capabilities have a very substantial impact on Chinese enterprise self-innovation process.The major contribution of the article is to improve the initiative and endurance of Chinese enterprise self-innovation from the point of marketing capabilities.