Marketing capability, technical capability or degree of product innovation: what really matters in leveraging the sales of technology-based start-ups

Q3 Economics, Econometrics and Finance

International Journal of Entrepreneurship and Innovation Management Pub Date : 2019-05-15 DOI:10.1504/IJEIM.2019.10021318

Luis Carlos Padrão, T. Andreassi, Luiz Artur Ledur Brito

引用次数: 0

Abstract

The objective of this study was to analyse the influence of incubator marketing support on the product performance of incubated NTBFs. The study's theoretical contribution sheds new light on NPD in incubated NTBFs by analysing the effect of an important type of incubator support on NPD: incubator marketing support. A total of 512 target NTBFs were identified and 250 participated in the survey. We found that incubator marketing support positively influences marketing capability. Marketing capability is a key factor for promoting sales growth in both low and high turbulence environments, although the effect is more pronounced in low turbulence environments.

查看原文本刊更多论文

营销能力、技术能力或产品创新程度：利用科技型初创企业的销售真正重要的是什么

本研究的目的是分析孵化器营销支持对孵化的NTBF产品性能的影响。该研究的理论贡献通过分析一种重要的孵化器支持对NPD的影响，为孵化的NTBF中的NPD提供了新的视角：孵化器营销支持。共确定了512个目标NTBF，250个参与了调查。我们发现，孵化器营销支持对营销能力有积极影响。营销能力是在低湍流和高湍流环境中促进销售增长的关键因素，尽管这种影响在低湍流环境中更为明显。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Entrepreneurship and Innovation Management Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： IJEIM provides a refereed and authoritative source of information and international forum in the field of entrepreneurship and innovation management and related topics. It offers an interface between entrepreneurship and innovation, as well as business corporate strategy and government economic policy. The journal is supported by the International Society for Professional Innovation Management (ISPIM). Topics covered include Corporate innovation restructuring Managing/leading fast-paced high-tech start-ups Intrapreneurship/corporate venturing International aspects of entrepreneurship Entrepreneurship in economic development New business incubators, networks, technology parks, etc Government policies Venture capital, government funds/grants Technological/organisational innovation Strategic cooperation among SMEs Case studies, lessons learnt Strategy development/implementation where high-tech/market risk Innovation, technopreneurship, licensing/franchising Marketing of innovations/by entrepreneurs Cross-cultural management.