An Empirical Analysis of the Relationship between Marketing Capability and Innovation

In this paper,the interaction between marketing capability,input and outcome of innovation are studied with a sample of 890 Chinese enterprises using structural equation model.The results show that: marketing capability has a significantly positive relation with innovation input;these inputs significantly enhance the technical outcome which sequentially gives rise to the market performance.Marketing capability has totally different direct effects on technical and market performance;it enhances the latter,while inhibits the former.