The Relation between Pioneer Orientation and New Product Performance- The Moderating Effect of Techological Capability and Market Intelligence

先驅導向和新產品績效之關係－兼論技術能力和市場資訊的干擾效果

林彩梅(Tsai-Mei Lin) ； 邱榮輝(Jung-Hui Chiu)

《多國籍企業管理評論》 8卷S期 (2014/12) Pp. 1-21

https://doi.org/10.3966/199553922014120803001

摘要

就企業的策略因素而言，一個產品（或服務）進入市場的時點是影響新產品績效的重要因素之一。就過程－企業的新產品發展過程及在此過程之特別活動而言，企業的先驅導向也是影響新產品績效的重要因素。採取先驅策略廠商相對於追隨者將具有優勢成本地位，此種優勢的建立是由於進入障礙，再者先期進入者可以限制競爭廠商產品的市場以及影響消費者偏好體系。在首位移動者優勢領域中，有些最適宜貢獻文章是從資源基準觀點和行銷觀點來出發，掌握可能的先佔優勢的廠商資源和產能的重要性，強調技術能力做為導致先驅行為的一個因素的適當性，再者，有一些研究聚焦於新產品開發過程的某些層面，例如市場情報。本研究的主要目的是深度地分析對處於高度動態和敵意狀況下的企業藉由先驅導向、技術能力、市場資訊對新產品績效之影響效果。藉由行銷和組織理論所發展出來的方法來研究，試圖加強和補充首位移動者優勢文獻，探討技術能力、市場資訊和先驅導向之間對新產品績效的交互效果。本研究利用網路和郵寄方式回收台灣電子產業廠商共計205份問卷，迴歸分析結果顯示先驅導向、技術能力、市場資訊三者對新產品績效均有正向影響。

關鍵字

先驅導向 ； 技術能力 ； 市場資訊 ； 新產品績效

並列摘要

From the aspect of a company's strategies, the timing for which a new product to enter a market is an important factor that may influence its performance. As for the process-development process and activities during the process-the pioneer orientation of a company also plays an important role. A company with pioneer orientation usually is more costeffective than its following competitors. Such advantage is established from enter barrier. Moreover, a pioneer company can limit the market of competing products and influence consumers' preference. In the field of first-mover advantage, the most contributing references were based on marketing and resource-based views. They suggested the importance of resources and productivity to potential companies with pioneer advantage, and emphasized the appropriateness of technological capability as a factor leading to pioneer activities. Also, some studies focused on certain perspectives during R&D processes of new products, such as market intelligence. The objective of this study was to further analyze effects of pioneer orientation, technological capability, and market intelligence on new product performance of companies under highly locomotive and competing conditions. Research methods developed by marketing and organization theories were applied to enhance and supplement references of first-mover advantage, and to investigate cross-effects of technological capability, market intelligence, and pioneer orientation on new product performance . This study utilized surveys either by email or by post, which collected 205 questionnaires from Taiwanese companies in electronic industry. Results by regression analysis showed that there were positive effects of pioneer orientation, technological capability, and market intelligence on new product performance.

並列關鍵字

Pioneer Orientation ； Technological Capability ； Market Intelligence ； New Product Performance

參考文獻

Armstrong, J. S.,Overton, T. S.(1977).Estimating Nonresponse Bias in Mail Surveys.Journal of Marketing Research.14,396-402.

Chen, C. W.,Lien, N. W.(2013).Technological opportunism and firm performance: Moderating contexts.Journal of Business Research.66,2218-2225.

Chen, H. M.,Chang, W. Y.(2010).The essence of the competence concept: Adopting an organization's sustained competitive advantage viewpoint.Journal of Management & Organization.16,677-699.

Cooper, R. G.(1979).The dimensions of industrial new product success and failure.Journal of Marketing.43,93-103.

Cooper, R. G.(1994).New products: The factors that drive success.International Marketing Review.11(1),60-76.