Empirical study on marketing investment and business innovation-A case analysis based on small and medium enterprises

被引：0
|
作者：
Che, Jiayi [1 ,2 ]
Chen, Jinsong [1 ]
机构：
[1] Guizhou Univ Finance & Econ, Sch Business Adm, Guiyang 550025, Guizhou, Peoples R China
[2] Guizhou Univ Commerce, Sch Management, Guiyang 550014, Guizhou, Peoples R China
来源：
FINANCE RESEARCH LETTERS | 2024年 / 69卷
关键词：
Marketing investment; Corporate innovation; Customer concentration; Small and medium enterprises;
D O I：
10.1016/j.frl.2024.106023
中图分类号：
F8 [财政、金融];
学科分类号：
0202 ;
摘要：
Marketing investment and innovation capacity are crucial strategic choices for companies. This paper uses data from small and medium-sized companies from 2015 to 2022 to explore the impact of marketing investment on corporate innovation in depth. The study finds a positive correlation between marketing investment and corporate innovation, market competition intensity moderates the relationship between marketing investment and corporate innovation. This research has practical significance for enhancing the marketing capabilities and innovation resource allocation of small and medium-sized enterprises in China.
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页数：9
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