Title :
Explore Moderating Influence of Marketing in R&D Management
Author :
Zhuang, Yue ; Yuan, Xiaoqi
Author_Institution :
Sch. of Manage., Wuhan Univ. of Technol., Wuhan, China
Abstract :
Through the empirical study on 177 US manufacturing corporations, this paper analyzed the relationship between firms´ R&D intensity and corporate financial performance while taking into account the moderating effect of marketing activities. Our finding continually proved a negative relation between R&D intensity and corporate performance, meanwhile, the lagged impact of integrated effect between R&D intensity and advertising intensity for firms´ performance. Some significant interaction could also be found that advertising could significantly moderate the relationship between R&D intensity and firms´ financial performance.
Keywords :
advertising; financial management; manufacturing industries; research and development management; R&D management; US manufacturing corporations; advertising intensity; corporate financial performance; marketing activities; Advertising; Financial management; Hydrogen; Investments; Marketing and sales; Marketing management; Performance analysis; Research and development; Research and development management; Technology management;
Conference_Titel :
Management and Service Science, 2009. MASS '09. International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-4638-4
Electronic_ISBN :
978-1-4244-4639-1
DOI :
10.1109/ICMSS.2009.5304616
