Do R&D expenditures matter more than those of marketing to company performance? The moderating role of industry characteristics and investment density

Ping Chuan Chen, Wu Chiang Chan, Shiu Wan Hung, Yi Jung Hsiang, Li Chang Wu

研究成果: 雜誌貢獻期刊論文同行評審

10 引文 斯高帕斯(Scopus)

摘要

Confronting competitive environment, enterprises differentiate their product by promoting their R&D or marketing capacities. Scholars have verified that there is a direct relationship and a deferred effect between R&D expenditures and firm performance, but that there exists an inconsistency between marketing expenditures and firm performance. However, previous studies have neglected to analyse and compare the impact of corporate R&D and marketing investment on performance, and also ignored the moderating effects of different industry characteristics and investment densities. The study attempts to fill the gap by constructing a model to accommodate all these factors. The empirical results indicate that R&D and marketing expenditures have a positive impact on enterprise operating performance, and that there is a longer deferred effect in R&D expenditures than in marketing expenditures. By investing in R&D expenditures, manufacturing enterprises can increase their performance more than in service enterprises, and electronic enterprises can improve their performance compared with other types of firms. Finally, investments with higher R&D density can result in a higher performance.

原文???core.languages.en_GB???
頁(從 - 到)205-216
頁數12
期刊Technology Analysis and Strategic Management
28
發行號2
DOIs
出版狀態已出版 - 7 2月 2016

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