整合產品開發實務對競爭優勢之影響

The Impact of Integrated Product Development Practices on Competitive Advantage

洪世澤(Shih-Tse Hung)

指導教授 ： 葉焜煌

大同大學/經營設計學院/事業經營學系所/碩士(2007年)

摘要

整合產品開發實務對競爭優勢之影響 指導教授：葉焜煌 教授研 究 生：洪世澤大同大學事業經營研究所九十五 學年度碩士論文摘要新產品開發上市的重大成功，攸關企業營運績效與策略目標的具體實踐，也是確保其在相關產業中永續生存發展的原動力。整合產品開發是開發新產品、系統與服務的一種技法，注重設計、製造、行銷、供應商、顧客與其他涉及新產品開發之主要利害關係人的早期積極參與及協同合作，尋求達成跨機能整合與產品及其相關製造流程的同步開發。新產品開發所須特別強調之整合實務含「策略管理」、「組織建立」、「流程管制」、「方法導入」、「工具應用」、「供應商參與」及「顧客參與」等做法。本研究探討這些做法對品質、成本、時間、彈性、服務、創新競爭優勢之影響，以期為新產品開發上市成功引導正確方向。本研究以國內電機電子、資訊科技、通信產業為主要研究對象，採用便利抽樣，選擇在知名中大型公司從事新產品開發活動的實務主管、專家或資深工程師為問卷調查對象。問卷資料收集係經由電子郵件來進行。實證資料採用多元迴歸分析探討整合產品開發實務對競爭優勢之影響。依整合產品開發實務被逐步迴歸法選進作為顯著相關預測變數之優先順序得知：整體競爭優勢主要受供應商參與、顧客參與、方法導入與流程管制等變數影響。方法導入及顧客參與對品質與成本皆有顯著相關；流程控制與顧客參與對時間優勢有主導性的影響；供應商參與及顧客參與是彈性優勢之主要決定因素；工具應用、顧客參與及方法導入是強化服務優勢之關鍵因素；而方法導入與組織建立則重點決定創新優勢。階層迴歸分析結果顯示：在開發不確定性環境中，連結不確定性層級並將風險管理納入流程管制，對整合產品開發與整體競爭優勢關係會產生正面的干擾作用。不確定性層級分別與方法導入、顧客參與及流程管制結合；風險管理則分別與方法導入、供應商參與、流程管制、工具應用及組織建立結合，以促進更優越的品質、成本、時間、彈性、服務與創新等競爭優勢，追求新產品開發更大成功。總之，整合產品開發實務對競爭優勢具有正面顯著影響，而實施可以處理開發環境不確定性層級與風險管理的方法，將促使競爭優勢經由整合產品開發實務而 更為提升。

關鍵字

新產品開發；整合產品開發；競爭優勢；

並列摘要

ABSTRACT The great success in new product development (NPD) is vitally concerned with the fulfillment of operational performance and strategic objective for a firm, and is regarded as the motivator to ensure its sustainable survival and progress in related industries. Integrated product development (IPD) is an approach for developing new products focused on early active involvement of design, manufacturing, marketing, suppliers, customers and other key stakeholders involved in NPD, seek to achieve cross-functional integration and concurrent development of a product and its associated manufacturing processes. The most essential integration practices particularly need to be emphasized for NPD including strategy management, organization establishment, process control, methodology implementation, tool utilization, supplier involvement and customer involvement. This study explores the impact of these practices on competitive advantage (CA) in quality, cost, time, flexibility, service and innovation in attempt to provide correct guidelines for NPD towards great success. This study resorts to domestic electrical & electronic, information technology and communication industries as major research subjects, and adopt convenience sampling by selecting practicing managers, experts or senior engineers who engaged in NPD activities in well-known companies of medium or large size as questionnaire survey subjects. Questionnaire data collection was undertaken via E-mail. Empirical data examined with multiple regression analysis to explore the impacts of IPD practices on competitive advantage in quality, cost, time, flexibility, service and innovation. According to priorities of IPD practices selected via stepwise multiple regression method as significant variables for predicting competitive advantage, this study identified that the overall competitive advantage is mainly impacted by supplier involvement, customer involvement, methodology implementation and process control. Methodology implementation and customer involvement have significant impacts on quality and cost; process control and customer involvement have dominant influences on time; supplier involvement and customer involvement are major determinants for flexibility; tool utilization, customer involvement and methodology implementation are critical factors for service; while methodology implementation and organization establishment principally determine innovation. Hierarchy regression results demonstrate that align with uncertainty levels and incorporate risk management into process control in development uncertainty environments will result in positive moderating effect on the relationship between IPD and competitive advantage. Uncertainty level is associated with methodology implementation, customer involvement and process control respectively, while risk management is associated with methodology implementation, supplier involvement, process control, tool utilization, and organization establishment respectively, that facilitate superior competitive advantage in quality, cost, time, flexibility, service and innovation to seek for greater success in NPD. In conclusion, IPD practices have positive and significant impacts on competitive advantage, and implementing approaches that enable to cope with uncertainty levels and risk management of development uncertainty environments will facilitate furthermore enhancement for competitive advantage via IPD practices.

並列關鍵字

New Product Development；Integrated Product Development；Competitive Advantage

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