Optimization of Incentive Contracts for Marketing Personnel´s Technological Innovation

This paper formulates a principal-agent model while marketing personnel are engaged in the official marketing duty and the informal technological innovation based on slack resources, and obtains the optimal incentive contracts for marketing personnel\´s technological innovation through the analysis of the model. In order to promote marketing staff to do more innovation after the completion of the official marketing duty, On one hand, the firm may directly award their "slack innovation" according to the optimal incentive contracts, on the other hand, the firm also may strengthen the incentive for the "marketing task" to promote indirectly the performance of "slack innovation", and the strengthening degree is increased as the complementary degree of the cost function of the agent\´s these two actions and the marginal value of the principal\´s "support slack" contribution to the agent\´s "slack innovation" increases.