关键词: 营销战略风格, 资源约束, 资源控制, 绩效

Abstract: The mechanism of marketing strategy style and its impact on enterprises are research issues received wide attention. In particular, the radical marketing strategy has been chosen by many companies, but recent studies have shown that radical marketing strategy has a negative effect on corporate performance. This leads to the core issue of this paper – does the radical marketing strategy always had a negative impact on corporate performance? Are there any factors that can alleviate this negative impact? Based on the resource-based theory and agency theory, this paper takes the GEM listed companies as the research objects. The empirical research shows that: (1) the radical marketing strategy significantly negatively affects the performance of enterprise; (2) the resource constraint can moderate the main effect and resource control play a weak adjustment role. In theory, this paper makes up for the research gap in the field of cross-research in finance and marketing. In practice, this paper confirms the adverse impact of radical marketing strategy style on the performance of listed companies on GEM, and inspires the industry to strengthen the control and supervision of marketing resources.

Key words:  , Marketing Strategy Style, Resource Constraint, Resource Control, Performance