隨著技術上的快速變化以及競爭激烈的市場環境，如何提升新產品成功成為現今管理人員的重要課題。當愈來愈多的管理人員和研究人員提出企業聯盟導向和競爭者導向在新產品成功上的重要性，本研究對於這兩種策略導向在新產品成功上的直接影響效果提出質疑。因此，本研究將調查企業聯盟導向和競爭者導向對於新產品成功影響背後的重要機制，進而增進目前在新產品發展和管理上的學理和實務知識。本研究亦運用「資源組合的構成」→「資源形塑」→「市場機會的運用」→「價值創造」的理論架構作為基礎發展出一個觀念性研究模型，此觀念性模型提出企業聯盟導向和競爭者導向影響企業資源形塑決策，進而影響產品方案創新性和新產品成功表現。此外，本研究亦將對於企業聯盟導向和競爭者導向之協同效果進行討論和驗證。確切來說，新產品發展上不只是會單一地受到企業聯盟活動或是競爭者回應策略所影響，透過對於此協同效果之討論將可更進一步地了解新產品成功之來源。在實證研究安排上，本研究將透過問卷調查方式對於台灣電子產業進行分析，進而驗證本研究所提出之觀念性模型和假說。本計畫研究人員相信研究發現將可對策略行銷和新產品開發展領域在理論和管理實務觀念上做出重要的貢獻。 As competition escalates and technological changes speed up, how to improve the success rate of new products is an imperative issue for the today’s managers. As more and more managers and academics highlight the importance of a firm’s strategic focus/orientation on cooperative alliance (alliance orientation) and competitors’ behaviors and strategies (competitor orientation) in new product success, this research questions their direct performance impact. Therefore, this study attempts to advance knowledge on new product development by investigating the role of important mechanism underlying the strategic orientation－new product success link. Drawing from the structuring the resource portfolio→bundling resources→leveraging resources to exploit opportunities→value creation framework, this research builds a conceptual model that a firm’s alliance and competitor orientation affect resource configuration decision making (i.e., resource exploitation and resource exploration), which in turn influence product program innovativeness (i.e., product program newness and product program meaningfulness) and new product success. In addition, this research also contributes to the extant literature by paying attention to the joint effect of alliance and competitor orientation. Rather, this would also provide a better understand the origins of new product success since new product development activities always involve more than single aspects of either an alliance or a competitor focus. Empirically, the conceptual model and hypotheses of this research are conducted to investigate with the questionnaire survey data obtained from the Taiwan’s electronics industries. It is believed that the findings of this investigation can provide important theoretical and managerial implications in the strategic marketing and new product development areas.
