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R&D Intensity, Marketing Intensity, and Organizational Performance

机译：研发强度，营销强度和组织绩效

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摘要

This article examines the impact of R&D-Marketing interactions (defined as the product of the firm's investments in R&D and marketing) relative to the median investments made by the industry in these two functions on organizational performance. The sample comprised 201 organizations from 18 unregulated industries belonging to the Fortune 1000 list of U.S firms. Data were collected on R&D intensity and Marketing intensity for the period 1995-1997 for the firms as well as the industries to which they belonged. Consistent with previous research, R&D intensity was measured as R&D expenses/Total revenues, and Marketing intensity was measured as Selling, General and Administrative expenses/Total revenues. Results reveal that the Industry-adjusted R&D-Mar-keting interaction variable has a positive impact on organizational performance. This study makes two contributions to the field. First, it is the first study, in our knowledge, to examine the implications of the joint impact of marketing and R&D investments on organizational performance in a wide range of industries and, second, it employs lagged organizational performance as the dependent variable and industry adjusted independent variables to test the major hypothesis. The findings of this study have implications for practicing managers and shed additional insight on the need to balance R&D and marketing in organizations.
机译：本文研究了研发与营销互动（定义为企业在研发和营销方面的投资的乘积）相对于行业在这两个函数中对行业的平均投资对组织绩效的影响。样本包括来自《财富》美国1000强企业名单的18个不受管制的行业的201个组织。收集了1995-1997年间公司及其所属行业的R＆D强度和营销强度的数据。与以前的研究一致，R＆D强度以R＆D费用/总收入衡量，而Marketing强度以销售，一般和行政费用/总收入衡量。结果表明，行业调整后的研发与市场营销互动变量对组织绩效具有积极影响。这项研究为该领域做出了两点贡献。首先，就我们所知，这是第一项研究，研究营销和研发投资的共同影响对各行各业的组织绩效的影响；其次，它采用滞后的组织绩效作为因变量，并对行业进行了调整自变量来检验主要假设。这项研究的发现对从业经理人产生了启示，并为平衡组织中的研发与营销需求提供了更多见解。

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  • 来源
    《Journal of Managerial Issues》 |2009年第2期|232-244|共13页
  • 作者

    Hema A. Krishnan; Raghu Tadepalli; Daewoo Park;

  • 作者单位

    Management & Entrepreneurship Xavier University;

    Marketing and Murata Dean rnF.W. Olin Graduate School of Business Babson College;

    Management & Entrepreneurship Xavier University;

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