新常态背景下社会责任、营销能力与企业创新

Social Responsibility,Marketing Capabilities and Enterprise Innovation in Context of New Normal

本文基于社会交换与营销能力理论,以2011-2015年沪深两市4405个A股上市公司数据为样本,深入研究了营销能力在社会责任与企业创新之间的中介作用,并论证了环境不确定性的调节作用。研究发现:社会责任与企业创新、社会责任与营销能力之间均存在显著的倒U型关系,营销能力对企业创新具有显著的正向促进作用,营销能力在社会责任与企业创新之间起中介作用;环境不确定性在社会责任与企业创新的倒U型关系之间起着显著的负向调节作用。

Based on social exchange and marketing capability theories, with 4,405 A-share listed companies in Shanghai and Shenzhen stock markets from 2011 to 2015 as research sample, this article deeply investigates the intermediary role of marketing capabilities between social responsibility and enterprise innovation and demonstrates the regulating role of environmental uncertainty. It finds that there is an obvious inverted U-shaped relationship between social responsibility and enterprise innovation and between social responsibility and marketing capabilities; marketing capabilities plays an obvious positive role in enterprise innovation; marketing capabilities plays an intermediary role between social responsibility and enterprise innovation; environmental uncertainty plays an obvious negative regulating role in the inverted U-shaped relationship between social responsibility and enterprise innovation.