知識創造與新產品績效之研究：探討市場導向的調節效果

Knowledge Creation and New Product Performance: Exploring the Moderating Effect of Market Orientation

張榕容(Jung-Jung Chang) ； 洪廣朋(Kuang-Peng Hung) ； 林明杰(Ming-Ji James Lin)

《科技管理學刊》 15卷4期 (2010/12) Pp. 87-119

https://doi.org/10.6378/JTM.201012.0087

摘要

為了回應瞬息萬變的市場需求，企業衍生新產品進而提升績效是企業成功的關鍵。因此，過去二十年來，有關新產品績效之研究數量不斷增加，顯示探討新產品續效之領域已逐漸成為重要的研究範疇。而在競爭的環境下，知識幸福企業的主要競爭優勢來源，另一方面，企業隨時值測市場變動，進而將這些資訊於企業內傳遞並創造新的知識以快速回應市場。因此，本研究針對知識創造（社會化、外化、結合與內化）與市場導向進行實證分析其對新產品績效之影響。樣本為中華徵信所TOP1000大製造業，涵蓋「資訊工業」、「消費，性電子工業」、「精密電子元件工業」。回收有效問卷共165份。本研究發現採用「外化」、「結合」、「內化」三種知識創造模式之企業會擁有較佳的新產品績效。而在「社會化」與「結合」的知識創造過程中，高度的市場導向，可以獲得較佳的新產品績效；然而在「外化」的知識創造過程中，低度的市場導向，可以獲得較佳的新產品續效。本研究之結果可供後續研究在研發新產品的知識創造過程中，考量市場導向之影響並提供管理者實務之建議。

關鍵字

知識創造 ； SECI模式 ； 市場導向 ； 新產品績效

並列摘要

In response to changing market demands, developing new products to enhance performance is the key to a business's success. Therefore, the number of studies relating the performance of new products is increasing in the past two decades, showing that the subject of exploring the performance of new products has gradually become an important research area. In the competitive environment, knowledge is the major source of competitive advantage for businesses; but on the other hand, businesses must constantly pay attention to market changes and disseminate this information within the organization in order to generate new knowledge and timely response to the market. Hence, this study focuses on an empirical analysis of the effects that knowledge creation (socialization, externalization, combination and internalization) and market orientation have on new product performance. The study's samples are the top 1000 manufacturing selected by China Credit Information Service that covers ”information industry”, ”consumer electronics”, and ”precision electronic components industry”. A total of 165 valid questionnaires were returned. The study found that businesses that adopt the three models of knowledge creation, ”externalization”, ”combination”, and ”internalization”, will have a superior new product performance. During the process of knowledge creation of ”socialization” and ”combination”, high market orientation will produce better new product performance; however, better new product performance is produced with low market orientation in the process of knowledge creation of externalization” The results of this study can help future studies in evaluating the impact of market orientation during the knowledge creation process of new product development, and provide practical suggestions to the management.

並列關鍵字

Knowledge creation ； SECI modes ； Market orientation ； New product performance

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