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

摘要

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.