The Influence Of Marketing Capabilities On New Products Performance

With the continuous development of competition among enterprises, innovation has become a necessary business tool to gain competitive advantage. However, in the innovation process, companies only pay much attention to enhance the technological capability, but not to the marketing capabilities. Previous studies have shown that marketing capabilities have a significant impact on both business innovation and new product performance. This article attempts to summarize the literature and empirical research to analyze the relationship between marketing capabilities, marketing innovation and new product performance. This research tries to broaden the theory of marketing capability and marketing innovation and also hope to guide the companies to establish better marketing capabilities and help enterprises to make better innovation in practice.Firstly, this paper reviews the development of marketing capabilities and summarizes the different understanding of the concept of marketing capabilities by different scholars. Secondly, this paper attempts to analyze the theory of marketing innovation and divide up the subject of marketing capacities into product innovation and innovative marketing programs. Thirdly, the paper analyzed and summarized the components of marketing capabilities, marketing innovation and new product performance and the relationship among them. Based on the relationship among them, this paper builds the theoretical model of them. At last, the data was collected and this paper used the statistical analysis software to verify the relationship among marketing capabilities, marketing innovation and new product performance.Based on these studies, this paper finds that marketing capabilities significant impact on enhancing new product performance. Not only do marketing capabilities directly improve new product performance, but also can improve new product performance through the marketing innovation.