摘要
打造我国企业品牌,营销的作用不可或缺。而创业导向在激励企业管理者践行营销战略方面起到了关键作用。企业的营销能力在企业创新的作用下不断提升。理论分析框架表明,创业导向、企业创新与营销能力正相关。
Marketing capability is an indispensable aspects in Chinese enterprises＇ brand-making. Innovative orientation plays very important function on entrepreneures＇ practice of marketing strategy. The marketing capability would be improved gradually under the affecting of enterprises＇ innovation. The theoretical analyzing framework shows that entrepreneurial orientation, enterprise innovation and marketing capability are positive correlated.
出处
《改革》
CSSCI
北大核心
2008年第5期119-122,共4页
Reform
基金
国家自然科学基金"中国企业购买行为分析与产业营销策略研究"(批准号:70572084)
关键词
创业导向
企业创新
创新能力
营销能力
entrepreneurial orientation, enterprise innovation, innovative capability, marketing capability
