開放式行動策略對新產品開發績效影響之研究

Open action strategies in new product development team

陳蔚慈(Wei-tzu Chen)

指導教授 ： 陳炫碩

國立中央大學/管理學院/企業管理學系/碩士(2011年)

摘要

在科技變動快速的時代下，新產品開發常被視為提升競爭優勢的重要來源之一。根據統計，企業大約有三分之一的利潤來自於新推出至市場的產品，於是新產品開發成為了一個相當熱門的議題，但是成功卻不是那麼容易。在新產品開發期間有許多情境變數(如專案因素、組織因素、環境因素等)會影響到專案績效，而這些情境變數會產生許多緊張情勢(tension)，管理者必須調整其做法來解決這些衝突。
本研究以管理者之管理風格對於新產品開發績效之影響為出發點，探討管理者在專案執行和創意發想時，採取開放式行動與新產品開發各階段績效之關
係。並且探討不同程度的科技不確定性，會如何影響開放式行動與新產品開發績效之關係。本研究結果發現：
1. 管理者在專案執行中採取的行動開放程度越高，對於新產品開發績效越有負向影響。
2. 管理者在創意發想中採取的行動開放程度越高，對於新產品開發績效越有正向影響。
3. 技術不確定性能負向調節開放式行動策略與新產品績效之關係。

關鍵字

開放式行動 ； 技術不確定性 ； 新產品開發

並列摘要

In the fast change of technology''s generation, new products development is becoming one of the important sources of increases competitive advantage. According to the statistics information, about one third of corporate''s profit comes from the promotion of new product in the market, then, new product development becomes a popular issue, but the success is often elusive. Project performance about the new product development is probably affected by many contingencies, such as project factor, organizational factor, environmental factor, and so on. And these contingencies will create many tensions surrounding product development, so project managers must adjust their behaviors to solve these conflicts.
This study concerned about how the manager''s management style had influence on the performance of new product development, and the relationship between open actions and new products development while the project execution and concept innovation was discussed. Moreover, the different degrees of technical uncertainties were explored in the study. Our issue was to figure out how did technical uncertainty had impact on open actions-performance relationships. The findings were:
1. The open actions had negatively impact on new product performance while the project execution.
2. The open actions had positively impact on new product performance while the concept innovation.
3. Technical uncertainty moderated open action- new product performance relationships negatively.

並列關鍵字

new product development(NPD) ； technical uncertainty ； open action

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