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

被引：0
|
作者：
Chang, Yu [1 ]
Kang, Huiwen [1 ]
Wang, Huixian [1 ]
机构：
[1] Northwestern Polytech Univ, Sch Management, Xian 710072, Peoples R China
来源：
PROCEEDINGS OF 2015 CHINA MARKETING INTERNATIONAL CONFERENCE: BIG DATA, CULTURAL DIFFERENCE AND MARKETING | 2015年
关键词：
Knowledge-based View (KBV); Marketing Capabilities; Innovation Performance; KNOWLEDGE MANAGEMENT;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
引用
收藏
页码：582 / 593
页数：12
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