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

陈琪; 张永胜

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科研管理 ›› 2013, Vol. 34 ›› Issue (1) : 79-84,93.

论文

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

陈琪^1,2, 张永胜^1,2

作者信息 +

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

Chen Qi^1,2, Zhang Yongsheng^1,2

Author information +

文章历史 +

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。

Abstract

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 marketing interface management in the late stages of product innovation project is insignificant. Finally, theoretical and managerial implications are also discussed.

导出引用

陈琪, 张永胜. 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[J]. 科研管理. 2013, 34(1): 79-84,93

Chen Qi, Zhang Yongsheng. The relationship between product innovation marketing orientation and R&D marketinginterface management: An empirical research[J]. Science Research Management. 2013, 34(1): 79-84,93

中图分类号： F204

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