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企业领导者的创新欲望不仅受个人主观因素影响,也受各种客观因素影响。本文提出企业营销能力是影响企业领导者创新欲望客观因素的研究命题。通过建立对企业领导者创新欲望测量的“心理倾向”与“行为倾向”两个基本构面和测项,采用准随机区组经典实验设计的研究方法对命题进行研究检验。结论表明,企业的营销能力对企业领导者的创新欲望具有显著性正向影响。根据本研究结论,要想提高中国企业自主创新活跃度,就必须有效提高企业的营销能力。
The innovative desire of business leaders is influenced not only by individual subjective factors but also by various objective factors. This paper puts forward that the marketing ability of an enterprise is the research proposition that affects the objective factor of the entrepreneurial innovation desire. Through establishing two basic facets of “psychological tendency” and “behavioral tendencies” of measurement of entrepreneurial desire for innovation, this paper uses the research method of quasi-stochastic classical experimental design to research and test the proposition. The conclusion shows that the marketing ability of enterprises has a significant positive impact on the innovation desire of business leaders. According to the conclusions of this study, in order to improve the activity of independent innovation of Chinese enterprises, we must effectively improve the marketing capabilities of enterprises.