营销能力对中小企业创新的影响研究——基于制度环境视角

Research on the Influence of Marketing Capabilities on Innovation of SMEs: Based on the Perspective of Institutional Environment

基于资源基础理论和技术创新理论,从制度环境视角出发,研究营销能力对中小企业创新的影响;引入政府干预和法制水平作为调节变量,探讨其对主效应的调节作用;利用三项交互方法,探讨营销能力、政府干预、法制水平三者交互对中小企业创新的影响。以2008-2018年我国中小板上市的制造业和信息技术企业为样本,结果发现:营销能力对中小企业创新有显著的正向影响;政府干预在主效应关系间起倒U型调节作用,法制水平起正向调节作用;此外,营销能力、政府干预和法制水平的三项交互对中小企业创新有显著的正向促进作用,进一步研究发现,低政府干预与高法制水平组合对营销能力与中小企业创新关系的正向调节作用最强,其他三种类型组合的正向调节作用相对较弱,说明现阶段应对中小企业保持较低的政府干预,同时不断提升法制水平。

Based on resource-based theory and the technological innovation theory,this study researches on the impact of the marketing capabilities on innovation of small and medium-sized enterprises(SMEs)from the perspective of the institutional environment.The government intervention and the legal system are introduced as moderate variables to explore their moderating effects on the main effect;and three interactive methods are used to explore the interaction of the marketing capabilities,the government intervention and the legal system on SMEs’innovation.Results of the study with the manufacturing and the information technology enterprises listed on China’s SME from 2008 to 2018 as samples are as follows:the marketing capabilities have a significant positive impact on the technological innovation of SMEs;there is a significant inverted U-shaped moderating effect between the marketing capabilities and the technological innovation of SMEs;the legal system positively regulates the relationship between the marketing capabilities and the technological innovation of SMEs;more importantly,the interaction of the marketing capabilities,the government intervention and the legal system has a significant positive impact on the technological innovation of SMEs,but further research finds that the combination of a low-level government intervention and a high-level legal system has the strongest positive regulation effect and the positive regulation effect of the other three types of combinations is relatively weak,indicating that at this stage,the government should maintain a low level of government intervention,while constantly improving the level of the legal system.