African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4164

Full Length Research Paper

The influence of intellectual capital and marketing innovation strategies upon marketing performance: Taking Taiwan-listed life insurance firms as an example

Yu-Je Lee1*, Gao-Liang Wang2 and Lung-Yu Chang3
1Department of Marketing Management, Takming University of Science and Technology, Taiwan, R.O.C. 2Department of Business Administration, Takming University of Science and Technology, Taiwan, R.O.C. 3Department of Insurance and Financial Management, Takming University of Science and Technology, Taiwan, R.O.C.  
Email: [email protected]

  •  Accepted: 27 May 2011
  •  Published: 30 September 2011

Abstract

This study is primarily aimed at examining the impact of intellectual capital and marketing innovation strategies of life insurance companies listed in Taiwan upon marketing performance. This study also implemented an empirical survey with convenience sampling and adopted structural equation modeling (SEM) including the structural model and measurement model to confirm goodness-of-fit of the overall model. The findings from this study include: 1) intellectual capital casts a significantly positive impact upon the performance of an organization; and 2) marketing innovation strategies cast a significantly positive impact upon the performance of an organization as well.

 

Key words: Intellectual capital, marketing innovation strategies, marketing performance.