技术创新、营销能力对企业绩效的影响研究

The Impact of Technological Innovation and Marketing Capabilities on Firm Performance

摘要:

本文以在中小企业板上市的110家广东省企业为样本,将技术创新分为技术创新投入和技术创新产出,对技术创新、营销能力、技术创新和营销能力的匹配与企业绩效的关系进行研究。研究结果表明,企业除了通过对技术创新投入和营销费用投入提升绩效外,同时应该考虑技术创新投入与销售人员比的交互作用对企业绩效的促进,在理论层面通过了实证的检验更具有说服力,在实践中为企业提供了实际的指导。

Abstract:

In this paper, we use 110 Guangdong enterprises which listed in the SME board as samples and divide technical innovation into input and output dimensions, to study the effect of technical innovation, marketing capabilities and their interactions on corporate performance. Results indicate that not only investments in technical innovation and marketing expenses improve the corporate performance, but also the interactions between technical innovation inputs and sales personnel proportion. Our research provides both empirical tests which makes theories more convincing and practical guidance for companies.