運用藍海策略的價值創新於新產品開發之研究：巿場動盪與技術動盪為干擾效果

價值創新是持續趨動未來成長與獲利的重要因子，在新產品發展流程中扮演著相當重要的角色，也是近年來受到國內名外學者與管理者關注的議題。本研究運用藍海策略中的價值創新，驗證高科技產業在外在環境動盪下，新產品發展流程品質對開發績效的影響。透過因素分析與PLS方法進行分析106家高科技廠商。結果顯示「價值創新」有助於「新產品發展流程品質」的提升，進而影響「開發績效」；外在環境之「市場動盪」會干擾「新產品開發流程品質」與「開發績效」之問的效果，尤其是「品質與資源管理」與「發展過程彈性化」，也就是當市場高動盪時，「品質與資源管理」與「發展過程彈性化」的運作越精煉，開發績效越高。

關鍵字

價值創新；價值創新商數；新產品發展績效；巿場動盪；技術動盪

並列摘要

The value innovation is an important factor to continuously keep growing and make a profit in the future, and play a vital role in the process of new product development (NPD). Also, it becomes an issue that attracts scholars and managers in the recent years. This study used the value innovation from Blue Ocean Strategy to verify the effect that the quality of process of NPD affects the performance under environment turbulence in Taiwan's hi-tech industry. After analyzing 106 hi-tech manufacturers by factor analysis and PLS, the result shows that value innovation can promote the quality of NPD process and then influence NPD performance; the environment of market turbulence will interfere the effect between the quality of NPD process and the NPD performance, especially management of quality and resources and elasticity of development process, namely, the more refined the operation it will be, the higher the performance will be in market turbulence.

並列關鍵字

Value Innovation ； Value Innovation Quotient Value IQ ； NPD Performance ； Market Turbulence ； Technological Turbulence

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