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

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

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

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

收稿日期:2011-06-10 修回日期:2012-04-19 出版日期:2013-01-27 发布日期:2013-01-19
基金资助:
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)。

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

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

1. Xingzhi School of Business, Zhejiang Normal University, Jinhua 321004, China;
2. School of Economics and Management, Zhejiang Normal University, Jinhua 321004, China

Received:2011-06-10 Revised:2012-04-19 Online:2013-01-27 Published:2013-01-19

摘要/Abstract

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。

关键词: 产品创新, 市场导向, R&D-市场营销界面管理

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.

Key words: product innovation, marketing orientation, R&D marketing interface management

中图分类号:

F204

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.

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