新產品開發: 微觀政治學策略之觀點

New-to-the-Firm Product Development: with Micropolitical Strategies Perspectives

江明親(Chiang Ming-Chin)

指導教授 ： 方文昌

國立臺北大學/商學院/企業管理學系碩士在職專班/碩士(2015年)

摘要

面對快速變遷的產業環境，公司想要永續經營的話，一定要有效進行新產品開發為公司爭取更多的營收及利潤。除了開發新產品公司本身之研發技術外，組織內部的政治問題常常是左右新產品成功與否的關鍵要素。本篇論文主要在探討公司組織對新產品產生抗拒力之後，是否可以運用微觀政治學取向之行為讓新產品開發過程更順利，並有很好的績效表現呢?

本研究以台灣公司為研究對象，使用問卷的方式收集資料，總共發出200份問卷，回收之有效問卷為90份。以敘述性統計與迴歸分析作為研究方法，研究結果發現:
一、 公司組織一定會對新產品產生抗拒力。
二、 微觀政治學取向行為可以有效調節抗拒力與妥協新產品規格的關係，並且促進新舊產品的關聯性，以求更好之銷售表現。

關鍵字

新產品開發 ； 微觀政治學 ； 抗拒力

並列摘要

There are lots of fluctuations in the recent industrial environment. To develop new-to-the-firm products is crucial for a company who wants a sustainable business in the industry, for the new-to-the-firm products could bring more sales and profits to the firm. Except the high technology and advantageous know-how that a firm possesses, interoffice micro-polictics plays an important role in product development. This research addresses: (1) To what extent do new-to-the-firm products face resistance in the company during the product development review process? (2) To what degree does product development teams’ use of micropolitical strategies help reduce resistance and help the product develop smoothly in the process and perform successfully in the marketplace?
This research issued totally 200 questionnaires to those who are working for Taiwanese firms. 90 questionnaires are responded effectively to use. The collected data is digested with descriptive statistics and conducted by regression analysis. The research results support that new-to-the-firm products face resistance in product development process. It also supports that micropolitical strategies help reduce resistance and help the product develop smoothly in the process and perform successfully in the marketplace.

並列關鍵字

Product development ； Micropolitics ； Resistance

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