高科技企业的营销能力对创新的影响——创新过程的视角  

The Influences of the Marketing Abilities of High-tech Companies on Innovation—— From the Perspective of the Innovation Process

作　　者：郭立新 陈传明[2] GUO Li-xin;CHEN Chuan-ming(School of Business,Huaiyin Institute of Technology,Huai′an Jiangsu 223001,China;Nanjing University,Nanjing Jiangsu 210093,China)

机构地区：[1]淮阴工学院商学院,江苏淮安223001 [2]南京大学,江苏南京210093

出　　处：《技术经济与管理研究》2020年第2期47-54,共8页Journal of Technical Economics & Management

基　　金：国家自然科学基金项目（71172058）;教育部人文社会科学研究一般规划基金项目（13YJA630022）;江苏省社会科学基金项目研究成果（17SHB006）

摘　　要：基于创新过程的视角,同时整合注意力基础观和资源基础观,本研究分析了高科技公司的营销能力对创新决策阶段和成果转化阶段的差异影响。首先,营销能力可能会影响到公司注意力从而影响公司创新投入决策;其次,由于营销能力会影响到公司创新产品的商业化效率,从而影响创新投入与绩效的关系。以2012-2017年A股高科技上市公司为样本,本文实证检验了所有的理论假设。结果显示:在创新决策阶段,营销能力对创新投入具有显著的抑制作用和“挤出”效应;在成果转化阶段,营销能力促进了创新投入对公司绩效的正向影响,前期创新投入对当期创新投入存在显著的积极影响。本文的研究拓展了以往营销能力如何影响公司创新的理论框架,丰富了创新投入和公司绩效动态变化的研究,对理解中国情境下高科技制造企业的营销、创新资源分配问题,具有现实的指导和启发意义。From the perspective of the innovative process,with integration of the attention-base and resource-base view,the influences of the high-tech companies’marketing ability on decision-making stage and output stage of innovation are analyzed in the research.First,the marketing ability may influence the attention of firms,and thus affect the companies’innovation investment decisions.Secondly,because marketing ability could impact the commercialization efficiency of companies’new products,the efficiency will affect the relationship between innovation investment and performance.This study empirically tests all of the hypotheses by using the sample of 2012-2017 A-share high-tech listed companies.The results show that during the decision stage,the marketing ability has the significant inhibition and“extrusion”effect on the innovation investment;during the output stage,the marketing ability promotes the positive influence of the innovation investment on companies’performance,and there is a self-reinforcing feedback mechanism for innovation investment and company performance.This study expands the theoretical framework of how the marketing ability influences the companies’innovation,enriches the research on the dynamic change of innovation input and companies’performance,and has realistic guidance and enlightening significance for high-tech manufacturing enterprises in dealing with the resource allocation to the marketing and innovation activities.

关 键 词：公司创新 公司绩效 营销能力 研发投入 

分 类 号：F271[经济管理—企业管理]