| 突破性营销创新对创新导向和企业绩效间关系的中介效应研究——基于湖北省企业的实证研究 |
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| 引用本文： | 李先江. 突破性营销创新对创新导向和企业绩效间关系的中介效应研究——基于湖北省企业的实证研究[J]. 管理评论, 2011, 0(11) |
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| 作者姓名： | 李先江 |
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| 作者单位： | 武汉工程大学管理学院; |
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| 基金项目： | 湖北省教育厅人文社会科学研究重点项目(2011jyte100) |
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| 摘 要： | 学术界在研究创新导向和企业绩效间关系时结论出现了分歧,有学者认为创新导向对企业绩效有正向积极影响,有学者认为创新导向对企业绩效有负面影响。本研究在文献综述的基础上将突破性营销创新作为创新导向和企业绩效间关系的中介变量,将突破性营销创新划分为以技术为基础的突破性产品创新、以市场为基础的突破性产品创新和突破性价值网创新,构建了创新导向-突破性营销创新-企业绩效的连锁关系模型,并以湖北省236家企业为样本,对模型进行实证检验。研究发现:创新导向对以技术为基础的突破性产品创新、以市场为基础的突破性产品创新和突破性价值网创新有正向的积极影响,创新导向对企业绩效的正向影响不显著,但可以通过突破性营销创新间接对企业绩效施加正向积极影响。
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| 关 键 词： | 创新导向 突破性营销创新 企业绩效 中介效应 |
Medi-Effect Study of Breakthrough Marketing Innovation between Innovation Orientation and Enterprise Performance: An Empirical Research on Enterprises of Hubei Province of China |
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| Li Xianjiang. Medi-Effect Study of Breakthrough Marketing Innovation between Innovation Orientation and Enterprise Performance: An Empirical Research on Enterprises of Hubei Province of China[J]. Management Review, 2011, 0(11) |
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| Authors: | Li Xianjiang |
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| Affiliation: | Li Xianjiang(School of Management,Wuhan Institute of Technology,Wuhan 430074) |
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| Abstract: | There exists a disagreement on the study of the relationship between innovation orientation and enterprise performance.Some scholars think that innovation orientation has a positive effect on enterprise performance,but others think innovation orientation has a negative effect on enterprise performance.This paper considers breakthrough marketing innovation as mediating variable between innovation orientation and enterprise performance,divides breakthrough marketing innovation into three types: technology-bas... |
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| Keywords: | innovation orientation breakthrough marketing innovation enterprise performance medi-effect |
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