先驅導向與新產品績效之關係－並兼論內部承諾之中介效果

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Title:	先驅導向與新產品績效之關係－並兼論內部承諾之中介效果 Pioneer Orientation and New Product Performance – The Mediating Effect of Internal Commitment
Authors:	邱榮輝 Chiu, Jung-Hui
Contributors:	國際企業管理學系
Keywords:	新產品績效先驅導向內部承諾市場資訊技術能力跨功能整合 new product performance pioneer orientation internal commitment market intelligence technical capability cross-function integration
Date:	2015
Issue Date:	2015-09-01 10:24:24 (UTC+8)
Abstract:	以往研究發現新產品開發成功因素包括先驅導向策略、市場資訊、技術能力、跨功能整合、內部承諾等幾個因素。然而，除了各個成功因素影響新產品績效直接效果以外，目前為止之文獻似乎很少有研究者提及何者是最重要者或何種成功因素組合較有利廠商提升新產品績效？影響新產品績效成功因素中是否存在中介效果者？本研究利用台灣區電機電子工業同業公會會員(2012-2013年)名錄及台灣科學工業園區同業公會會員(2012年)名錄，將書面問卷予以寄發公司負責人和高階主管填寫，回收合計有效問卷為205份。實證研究結果發現，先驅導向是新產品績效成功因素之中最重要的因素，先驅導向、內部承諾、市場資訊、技術能力4個因素對新產品績效均具有正向影響效果，內部承諾對先驅導向、市場資訊、技術能力和新產品績效關係均具有中介效果。就管理意涵而言，本研究認為企業應該集中內部資源於先驅導向和內部承諾、市場資訊和內部承諾、技術能力和內部承諾、三者之一的策略組合。 Previous studies on success factors of new product development found those factors included pioneer orientation, market intelligence, technical capability, cross functional integration, internal commitment .But, beside the direct effect of those success factors on new product performance, there are few studies mentioned which factor of those factors is the most important one? Or which success factors’ combination is better for firms to upgrading their new product performance? Is there any factor with mediating effect? Questionnaires were sent to owners and high-ranking executives listed on member lists of Taiwan Electrical and Electronic Manufacturers’ Association (2012-2013) and the Allied Association for Science Park Industries (2012), such as IC, computers and peripherals, communication, and Electro-Optical industries. This study collected 205efficient questionnaires’ copies. This empirical study found that pioneer orientation is the most important success factor of new product performance. Pioneer orientation, market intelligence, technical capability, internal commitment all has positive effect on new product performance. Internal commitment has mediating effect on the relation between pioneer orientation and new product performance, market intelligence and new product performance., technical capability and new product performance. For management implication, this study suggest companies should concentrate their resources on one of the three strategies which combine internal commitment and pioneer orientation, internal commitment and market intelligence, internal commitment and technical capability.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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