How Innovation Capability And Marketing Capability Impact On Innovation Performance

With the innovation-driven strategy proposed in the eighteenth national congress of the communist party of China, the innovative ideas have developed from original "technological innovation" to new thinking as " demand-scientific research into-enterprise innovation subject" in China.On the one hand, innovation performance can directly reflect the level of core competitiveness of enterprises innovation behavior, and further reflects the dominant position of innovation in China; on the other hand, since the business innovation is a high investment and high risk behavior of investment, at this stage the impact of technological innovation and non-technological innovation policy strategy on the Chinese business performance will be one of the enterprise strategy selection’s key points.The existing research about technological innovation, non-technological innovation and business performance mainly involves the following aspects:Ⅰ. There have been domestic researchers investigated on innovation performance from the three levels like will, actions and results. In the research about how to enhance the performance level of innovation, there is a significant positive correlation between employees ability to positively and their innovation performance.Ⅱ. Foreign scholars divided the intellectual capital into human capital, organizational capital and social capital. These three kinds of capital accumulate and distribute knowledge through the the following ways respectively:individual; organizational structure, processes and systems; linkages and networks. In addition, some scholars believe that innovation is driven by individuals, enterprises and network these three levels of factors.In view of the above researches, this paper will make up the shortage of existing researches in the following ways:On the basis of intellectual capital division, this paper will classify the factors that are affecting the innovation performance:(1) Factors Affecting in the macro level, for example, the policy implications of industry, economic system of the state; (2)Structural factors, namely contact and interaction between companies and external organizations or individuals, mainly reflected as technical opportunities, knowledge spillovers, demand conditions and financing; (3) Organizational factors, which stressed the importance of the enterprise itself and internal factors, mainly reflected as the scale of enterprises, incentives, organizational structure, corporate culture, human resource management, strategic management, including infrastructure and equipment level of the network; (4) Individual factors, namely to study the impact on innovation performance from entrepreneurs, individual characteristics of executives and technical personnel. Based on the above division of influence innovative performance factors, and combined with home and abroad research, this paper investigated the innovation performance impact factors from different levels. Innovation points of this paper include the following:(a)The existing researches on technological innovation team and innovation performance mainly cut in from internal factors of organizations, they are less involved in the of external factors of organizations. Therefore, this article will discusses the relationship between technological innovation and innovation performance from the the two levels like internal perspective of the organization and outside the organization perspective.(b) The existing studies on marketing performance mainly cut in from enterprise marketing way, they are less involved in the research about relationship between marketing way and enterprise innovative performance. Therefore, this paper will discusses the relationship between marketing way and innovative performance.