AN EMPIRICAL MODELLING OF THE RELATIONSHIP BETWEEN MARKETING INNOVATION AND PERFORMANCE IN THE CONTEXT OF THE GLOBAL FINANCIAL CRISIS: THE CASE OF CHINESE SMES
As an outcome of the economic crisis, the global manufacturing sector is collapsing. Focusing on Chinese manufacturing small and medium enterprises (SMEs), this study investigates whether marketing innovation, defined as improvements in the marketing mix, can assist in withstanding the challenges of operating under the current economic conditions. A conceptual model linking market orientation, marketing innovation, competitive advantage and firm survival is tested using both structural equation modelling and logistic regression. Three key findings are derived. First, the examined Chinese manufacturing SMEs had a greater likelihood of survival had they developed and sustained a competitive advantage. Second, marketing innovation assisted in developing and sustaining competitive advantages based on differentiation and cost leadership strategies. Third, marketing innovation capabilities improved when the examined manufacturing SMEs were competitor oriented and had good inter-functional capabilities.
Innovation Marketing orientation China SMEs
Vik Naidoo
Deakin University and Enterprise Connect (Innovative Regions Centre) Australia
国际会议
Academy of Innovation and Entrepreneurship 2009(2009创新与创业国际学术会议)
北京
英文
200-212
2009-07-16（万方平台首次上网日期，不代表论文的发表时间）