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为了应对当今商业环境中日益增长的复杂性,企业纷纷建立起了营销管理团队,希望能够发挥出最大的团队优势。营销管理团队控制着整个企业的营销决策,是决定创新绩效和未来发展的重要因素。本文主要研究营销管理团队人口特质与创新绩效的关系,并已证实我国上市医药企业的董事长(总经理)个人特质、营销管理团队成员异质性与创新绩效是显著正相关的。因此企业需要通过对营销管理团队进行合理的安排和积极的影响,发挥其异质性的积极效用来提高创新绩效,使企业占据竞争优势。
In response to the growing complexity of today’s business environment, companies have set up marketing management team, hoping to play the biggest team advantage. Marketing management team controls the marketing decisions of the entire enterprise, is an important factor in determining innovation performance and future development. This paper mainly studies the relationship between demographic traits and innovation performance of marketing management team and has proved that there is a significant positive correlation between the individual traits of the chairman (general manager) and the heterogeneity of marketing management team members and innovation performance of listed pharmaceutical companies in our country. Therefore, enterprises need to make reasonable arrangements and positive influence on marketing management team to exert their heterogeneity and positive effect to improve innovation performance and enable enterprises to occupy a competitive advantage.