TITLE:
R&D-Marketing Integration and Performance—Evidence Provided by Agricultural Science and Technology Enterprises
AUTHORS:
Qiong Yao, Meisi Xu, Hua Song, Wenfang Jiang, Yong Zhang
KEYWORDS:
R&D-Marketing Integration; Business Performance; Social Performance; Agricultural Science and Technology Enterprises; Mediator
JOURNAL NAME:
Journal of Service Science and Management,
Vol.7 No.1,
February
7,
2014
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.