本篇論文先探討資源基礎理論下,台灣壽險公司的優勢資源與其新產品市場進入順序之關係。由於壽險業隸屬金融業,為政府重點監理管理之產業,故其壽險公司各項決策受法治環境影響甚大。因此本研究再以體制理論檢視公司資源優勢與其新產品市場進入順序是否會受到體制力量之干擾,進而影響新產品上市後之績效表現。研究結果顯示單獨RBV變數對於壽險公司新產品進入時機並無解釋能力,單獨之體制理論變數則具有解釋能力。但整合兩種觀點與交叉項之模型有更高之解釋能力。另第一位進入市場並沒有明顯的先進者優勢,但第二位至第五位進入的早期進入者在新產品件數之績效明顯高於晚期進入者。
According the Resource Based View, this paper first discusses the relationship of the competitive resources and order of new product into market in Taiwanese life insurance industry. For the characteristics of life insurance industry, the institutional forces on the companies are obvious. The next step, we examine the moderating effect of institutional forces on the order of new product into market. Moreover, we see if there were first-mover advantages from the order of entry. The result showed that the RBV variables alone could not explain the order of new product in to market of life insurance companies in Taiwan, but the institutional theory could. Moreover the model integrated two theories got higher explanation. The first mover advantage of pioneer was not obvious, but the performance of new product numbers of the early followers was better than the late entrants.