Abstract
R&D-marketing integration is an important factor of technological innovation success. This study explores the relationships among R&D-marketing integration, business performance, and social performance in the context of Chinese agricultural science and technology enterprises. The findings suggest that the integration of R&D-marketing has a positive effect both on business performance and social performance, and that business performance serves as a mediator in the relationship between the integration of R&D-marketing and social performance. This study provides empirical evidence for the research in the relationships between the integration of R&D and enterprise performance and contributes to the policy-making on the technological innovation.
Highlights
Enterprises are facing increasingly severe challenges in this world because the global market competition is gradually intensifying; product life cycle continues to shorten, and consumer demand is increasingly personalized
Market information can be transferred to the R&D department through R&D-marketing integration, which makes enterprises to quickly produce and supply products or services to meet consumer demand, thereby enhancing business performance
Results show that R&D-marketing integration has a positive impact on business performance
Summary
Enterprises are facing increasingly severe challenges in this world because the global market competition is gradually intensifying; product life cycle continues to shorten, and consumer demand is increasingly personalized. Many enterprises have noted the importance of the development of new products, and increase investment in R&D, production and marketing departments. Technological innovation involves the R&D department to develop new products and marketing department to sale products, and R&D-marketing integration to establish an effective communication and cooperation [1,2]. For R&D and marketing as two teams, experience, knowledge, energy and other resources of each department, are limited. It requires integration advantages of “1 + 1 > 2” [7] to make these resources play a greater role [8,9]. When there are serious management problems in R&D-mar-
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