产品创新市场导向与R&D——市场营销界面管理关系实证研究  

The relationship between product innovation marketing orientation and R&D marketing interface management: An empirical research

作　　者：陈琪[1] 张永胜[2] 

机构地区：[1]浙江师范大学行知学院商学分院,浙江金华321004 [2]浙江师范大学经济与管理学院,浙江金华321004

出　　处：《科研管理》2013年第1期79-84,93,共7页Science Research Management

基　　金：国家自然科学基金资助项目<集群情景下企业知识网络复杂系统的演化机制:理论与实证研究>(71002008);浙江省教育厅科研资助项目<基于市场导向的R&D/市场营销界面管理与产品创新绩效关系研究>(Y201018681)

摘　　要：本文在理论研究的基础上,结合我国制造业企业的实地调研数据,对企业产品创新市场导向与R&D-市场营销界面管理水平之间的关系进行了实证研究。研究结果表明,产品创新市场导向对于产品创新前期的R&D-市场营销界面管理水平具有较显著的正向促进作用,而在产品创新后期这种正向作用却并不明显。文章最后对实证结果进行了讨论,并针对我国企业实际提出了相应的建议。Based on the theoretical researches and the data collected from China＇ s manufacturing enterprises, the relationship between product innovation marketing orientation and the management level of R＆D marketing interface is studied. The empirical results suggest that the product innovation marketing orientation positively affects R＆D marketing interface management in the early stages of a product innovation project, however the positive effects of product innovation marketing orientation on R＆D mar- keting interface management in the late stages of product innovation project is insignificant. Finally, theoretical and managerial implications are also discussed.

关 键 词：产品创新 市场导向 R&D-市场营销界面管理 

分 类 号：F204[经济管理—国民经济]