Research on Marketing Capabilities on Innovation Performance - Based on the KBV

Based on knowledge-based view, we integrate the organizational learning theory, knowledge integration theory to construct a theoretical model of the relationship between marketing capability and innovation performance. High-tech enterprises in China are taken for the empirical samples. We use multiple regression analysis to test the model. Empirical studies confirm that marketing capabilities play an intermediary role in the relationship across marketing learning, marketing integration and marketing management. The field of marketing theory and knowledge management theory are enriched.