THE IMPACT OF HETEROGENEITY, MARKETING CAPABILITIES AND INTERACTIONS OF EXECUTIVE TEAMS ON R&D INVESTMENT
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Abstract
The intensified market competition has made corporate R&D capabilities critical to corporate development. This research starts from increasing corporate R&D investment and uses listed companies from 2014 to 2018 as a research sample. The empirical research found that the heterogeneity of the senior management team corporate R&D investment has a significant negative impact, but because corporate marketing capabilities can increase corporate R&D investment, after the intervention of marketing capabilities, the interaction effect of the heterogeneity of the corporate executive team and marketing capabilities will promote corporate R&D investment.
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