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| The Mechanism and Boundary of Intellectual Property Protection affecting Enterprise Performance: Empirical Analysis of the Regulatory Effect of Market Environment and Marketing Orientation |
| WANG Yong-gui |
| College of Business Administration, Capital University of Economics and Business, Beijing, 100070 |
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Abstract Intellectual property protection is an important mechanism for enterprises to protect their knowledge and technology, and plays a decisive role in the creation of corporate values. However, in available literature there are few researches on the direct relationship between intellectual property protection and enterprise performance, especially the situational factors affecting the relationship between the two. Based on 172 paired questionnaires from service outsourcing enterprises, this paper studies the influence mechanism of intellectual property protection on corporate performance from the perspectives of market environment and marketing orientation by using hierarchical regression technique and taking intensity of competition, technology volatility, responsive market orientation and proactive market orientation as regulatory variables. The results show that the protection of intellectual property rights significantly contributes to corporate performance, the intensity of competition and responsive market orientation both significantly strengthened the relationship between the protection of intellectual property rights and corporate performance, but proactive market orientation has significant negative regulatory effect on the relationship between the protection of intellectual property rights and corporate performance, and the regulatory effect of technology volatility is not supported by the data.
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Received: 01 July 2019
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2020, Vol. 37 
