Empirical study on marketing investment and business innovation—A case analysis based on small and medium enterprises

Jiayi Che and Jinsong Chen

Finance Research Letters, 2024, vol. 69, issue PB

Abstract: Marketing investment and innovation capacity are crucial strategic choices for companies. This paper uses data from small and medium-sized companies from 2015 to 2022 to explore the impact of marketing investment on corporate innovation in depth. The study finds a positive correlation between marketing investment and corporate innovation, market competition intensity moderates the relationship between marketing investment and corporate innovation. This research has practical significance for enhancing the marketing capabilities and innovation resource allocation of small and medium-sized enterprises in China.

Keywords: Marketing investment; Corporate innovation; Customer concentration; Small and medium enterprises (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:finlet:v:69:y:2024:i:pb:s1544612324010535

DOI: 10.1016/j.frl.2024.106023

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