| 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 |
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| 引用本文： | 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. |
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| 作者姓名： | 陈琪 张永胜 |
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| 作者单位： | 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 |
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| 基金项目： | 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) |
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| 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。
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| 关 键 词： | 产品创新 市场导向 R&D-市场营销界面管理 |
| 收稿时间： | 2011-06-10 |
The relationship between product innovation marketing orientation and R&D marketing interface management: An empirical research |
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| Chen Qi,Zhang Yongsheng.The relationship between product innovation marketing orientation and R&D marketing interface management: An empirical research[J].Science Research Management,2013,34(1):79-84,93. |
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| Authors: | Chen Qi Zhang Yongsheng |
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| Institution: | 1. Xingzhi School of Business, Zhejiang Normal University, Jinhua 321004, China;2. School of Economics and Management, Zhejiang Normal University, Jinhua 321004, China |
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| 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. |
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| Keywords: | product innovation marketing orientation R&D marketing interface management |
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