市場知識能耐、產品開發熟練度與創新程度 對新產品上市績效影響之研究

The Impact of Market Knowledge Competence, Product Development Proficiency, and Innovativeness on Market Performance

張顯靖(Hsien-Ching Chang)

指導教授 ： 謝龍發

中原大學/商學院/企業管理研究所/碩士(2005年)

https://doi.org/10.6840/cycu200500034

摘要

當企業生存之道是要不斷開發出新產品的時候，如何確保所開發的新產品能獲得較好的上市績效，成了企業最在乎與關切的議題。面對環境不確定性，企業應如何避免產品開發熟練度導致「核心僵固性(Core Rigidity)」，順應環境變化開發出迎合顧客期望具有競爭優勢的新產品，為企業創造持續長久的獲利，是本研究試圖找尋的答案。於是本研究以核心能耐為立論基礎，結合廠商知識基礎理論觀點，經由文獻探討發現「市場知識能耐」為建構企業新知識的來源，而「產品開發熟練度」則是舊知識延伸的表現，兩者若能互相調和運用在新產品開發中，不僅形成核心能耐也可預防核心僵化，有助於提早確認新產品上市績效的結果。因此，企業不論是由內而外(Inside-Out)或由外而內(Outside-In)制定新產品開發策略，最重要的是必須同時考慮熟練度(內部因素)與市場知識(外部因素)的影響力，也就是說必須兼顧「產品開發熟練度」(能耐延伸)與「市場知識能耐」(能耐建構)。
為了驗證以上推論，本研究以持續進行新產品開發活動的國內電子資訊企業為研究對象，以e-mail方式共發出350份問卷，回收有效問卷61份(回收率17.4%)，經由統計方法整理分析，歸納研究發現如下：
1. 市場知識能耐的強度與新產品上市績效有正向相關。
市場知識能耐包含了顧客知識處理、行銷研發界面與競爭者知識處理，以往實務界經常為了新產品開發時效而疏忽市場知識能耐，根據研究發現，市場知識能耐的強度與新產品上市績效有正向相關，亦即顧客知識處理、行銷研發界面以及競爭者知識處理的能耐越強，新產品上市績效越好，此點值得實務界重視。
2. 產品開發熟練度的水準與新產品上市績效有正向相關。
產品開發熟練度包含了行銷熟練度與技術熟練度，實證結果顯示，產品開發熟練度的水準與新產品上市績效有正向相關，亦即行銷熟練度與技術熟練度越高，新產品的上市績效越好，值得實務界注意與加強。
3. 對公司新穎度較高的產品，如果配合較好的顧客知識處理或較好的行銷研發界面運作，則新產品上市後的財務績效會較好。
在實證中發現，隨著產品對公司新穎度增加，顧客知識處理與行銷研發界面強度對新產品財務性上市績效的正向影響也會隨之增加。這樣的結果顯示，當企業擁有較好的顧客知識處理或行銷研發界面時，多嘗試開發對公司新穎度較高的產品，對財務性上市績效有正向提升的幫助。

關鍵字

產品開發熟練度 ； 新產品上市績效 ； 產品新穎度 ； 創新程度 ； 顧客知識處理 ； 市場知識能耐 ； 技術熟練度 ； 行銷研發界面 ； 競爭者知識處理 ； 行銷熟練度

並列摘要

The way for enterprises struggles to survive is to develop new products continuously, and how to ensure the new developed products to successfully perform on the market. This has become the most cared and concerned issue by enterprises. Facing environmental uncertainty, how enterprises can prevent the core rigidity that resulted from the product development proficiency. Furthermore, they may comply with the environment to develop the new competitive products that satisfy customers’ demand and bring consistent and long-term profits. The aim of this study is to endeavor to find out such a solution. In the theoretical background of core competence in cooperation of the knowledge-based view of the firm, after reviewing literature, our findings show the market knowledge competence is the building of where enterprises’ new knowledge comes from. Meanwhile, the product development proficiency is the manifestation of old knowledge leveraging. In mutual blend and balance of these two variables, and in application of these in the new product development, not only core competence comes into being, but also core rigidity can be prevented, which can contribute to an early positive confirmation of new products on the market. As a result, when a enterprise makes a development policy for a new product, no matter from inside-out or from outside-in, the most important thing is that they should consider the impact on proficiency (as an inside factor) and market knowledge (as an outside factor) at he same time. On the other words, they should give consideration to product development proficiency (competence leveraging) and market knowledge competence (competence building).
In order to verify above hypotheses, this research takes the electronic information enterprise as our subject of study in Taiwan to implement new product development activities. 350 questionnaires have been sent by e-mail, with 61 valid questionnaires returned(a return rate of 17.4％). After statistically analysis, the findings are as follows:
1. The intensity of the market knowledge competence (MKC) is positively significant with the market performance of new development products.
MKC includes customer knowledge process, marketing-R&D interface and competitor knowledge process. In the past, enterprises often neglected the MKC for the sake of products development timing. According to the findings of the research, the intensity of the MKC is positively significant with the market performance of new development products, that is to say, the better customer knowledge process, marketing-R&D interface and competitor knowledge process, the better market performance of new development products. It is worthy of enterprises’ paying attention.
2. The level of new products development proficiency (PDP) is positively significant with the market performance of new development products.
PDP includes marketing proficiency and technical proficiency. According to the findings of the research, the level of the PDP is positively significant with the market performance of new development products, that is to say, the better marketing proficiency and technical proficiency, the better market performance of new development products. This aspect is worthy of enterprises’ concerns and efforts.
3. For the products with higher newness to the firm, if matching with better customer knowledge process or better marketing-R&D interface, leads to a higher financial market performance of new development products.
The findings of this research show that when increasing product newness to the firm, the intensity of customer knowledge process and marketing-R&D interface will be favorably affected and on the increase in terms of financial market performance of new development products. Such a result indicates that when an enterprise has a better customer knowledge process or marketing-R&D interface, they may try to develop the products with higher newness, by doing so, they can have positive boost to better performance in finance on the market.

並列關鍵字

Product development proficiency ； Competitor knowledge process ； Technical proficiency ； Marketing-R&D interface ； Product newness ； Innovativeness ； Marketing proficiency ； Market performance ； Customer knowledge process ； Market knowledge competence

參考文獻

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