The Relationship Of New Venture's Technical Capabilities And Marketing Capabilities With Enterprise Performances

How to integrate technical capabilities and marketing capabilities to enhance survival performances and growth performances for the new venture is an important research issue in this paper. Based on the resource basis theory and the resource-management model, this study aims to answer the main two questions:(1) how exactly can technical capabilities and marketing capabilities be integrated appropriately to promote enterprise performances for the new venture; (2) whether there are synergistic effects between technical capabilities and marketing capabilities for the new venture.The study collected 231 valid questionnaires from management in new ventures, using structural equation model and regulating effect testing method tested the hypothesis empirically. The study suggests that: the higher the degree of industry competition,marketing capabilities rather than technical capabilities can better promote the survival performances for the new venture, especially by increasing the understanding of customers and competitors to improve the survival performances; On the other hand,the lower the degree of industrial competition, technical capabilities rather than marketing capabilities can better promote the growth performances for the new venture,especially by strengthening the abilities on productive development and production process to improve the growth performances. In addition, there are synergistic effects between technical capabilities and marketing capabilities, either at promoting survival performances or growth performances for the new venture.Therefore, effectively achieving the value of technical capabilities and marketing capabilities the new venture should keep it in mind: the higher the degree of industrial competition, the new venture should more utilize marketing capabilities to improve the survival performances; the lower the degree of industrial competition,the new venture should more utilize technical capabilities to improve the growth performances. Besides,new venture should fully integrate their technical capabilities and marketing capabilities to give play to their synergistic effects.The theoretical significances of the study mainly embodied in the following three aspects: Firstly,it enriches the research of new venture about the technical capabilities and marketing capabilities; Secondly, it also examines resource-management model as the object of this study focuses on new venture; Finally, it expands the studies of new ventures about industrial competition. Practical significances are mainly manifested in the following two aspects: Firstly, it can provide some suggestions for the development of new venture, it is conductive to new venture in improving its survival abilities and growth abilities; Secondly, it has certain guiding significances for the government and relevant institutions to provide support and training for the new venture.The innovation of this study has the following two points: the first is the innovation of the research object, the previous studies of enterprise technical capabilities and marketing capabilities mostly concentrated on the large and medium-sized enterprises,in this particular model aiming at new venture researches are rare; secondly, it is involved in the innovation of regulating variable, making industrial competition as regulating variable expands the previous related researches.