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https://irlib.pccu.edu.tw/handle/987654321/36003
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| 題名: | Interaction Orientation and Product Development Performance for Taiwanese Electronics Firms: The Mediating Role of Market-Relating Capabilities |
| 作者: | Chen, YC (Chen, Yen-Chun)
Li, PC (Li, Po-Chien)
Evans, KR (Evans, Kenneth R.)
Arnold, TJ (Arnold, Todd J.) |
| 貢獻者: | 企管系 |
| 關鍵詞: | RESEARCH-AND-DEVELOPMENT
CUSTOMER-SUPPLIER RELATIONSHIPS
RESOURCE-BASED VIEW
SERVICE-DOMINANT LOGIC
HIGH-TECHNOLOGY FIRMS
COLLABORATIVE COMMUNICATION
COMPETITIVE ADVANTAGE
DEVELOPMENT SPEED
FINANCIAL PERFORMANCE
INFLUENCE STRATEGIES |
| 日期: | 2017-01 |
| 上傳時間: | 2017-04-25 14:25:43 (UTC+8) |
| 摘要: | While academics and practitioners are increasingly aware of the value of including the customer in new product development (NPD), processes for doing so effectively remain unclear. Therefore, this study explores the process through which a firm's interaction orientation (the ability to effectively interact with customers) influences product development performance. Drawing on the resource-based view, this study develops a research model in which two market-relating capabilitiesmarket-linking and marketing capabilitiesmediate the effect of interaction orientation on product development performance. The validity of this model is examined by analyzing primary data gathered from 167 Taiwanese electronics companies. The model results provide support for a process link between interaction orientation, market-relating capabilities, and product development performance, such that a firm's capabilities enable the conversion of customer-based resources into productive new product outcomes. More specifically, the interaction orientation-product development speed relationship is mediated by both marketing and market-linking capabilities, while the interaction orientation-product innovativeness relationship is partially mediated by marketing capability. That is, interaction orientation has indirect effects on product innovativeness and product development speed by strengthening both marketing and market-linking capabilities that in turn improve product development performance. In addition, the results suggest that a firm's interactive rationality moderates the relationship between interaction orientation and marketing capability. Overall, this study enhances our understanding of how firms achieve superior product development performance by developing effective customer interaction. The findings of this study provide important strategic insights into NPD. |
| 關聯: | JOURNAL OF PRODUCT INNOVATION MANAGEMENT 卷: 34 期: 1 頁碼: 13-34 |
| 顯示於類別: | [企業管理學系暨國際企業管理研究所] 期刊論文
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