On the Impact of Marketing Capability on Enterprise Innovation in Light of Environmental Dynamism
Based on resource-based theory and capability theory,this study aims to explore the impact of marketing capability on enterprise innovation from the perspective of environmental dynamism.Specifically,it focuses on the moderating effects of demand uncertainty and market competition intensity on the relationship between marketing capability and innovation.By utilizing the interaction effects of these three variables,the study examines how both moderating variables influence the relationship between marketing capability and innovation in small and medium-sized enterprises.The findings are as follows:(1)marketing capability has a significant positive effect on enterprise innovation;(2)marketing capability can promote innovation by reducing the impact of demand uncertainty and market competition intensity;(3)the interaction effects among marketing capability,demand uncertainty,and market competition intensity significantly promote innovation in small and medium-sized enterprises.The results can provide strategic recommendations for managers in dynamic market environments.
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