新產品成功影響因素之後設分析

A Meta-Analytic Review of the Antecedents of New Product Success

賴玉嫣(Yu-Yan Lai)

指導教授 ： 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2009年)

摘要

本論文旨在藉由後設 (或整合)分析(meta analysis)彙整過去有關影響新產品績效
因素之實證研究，歸納一個以產品創新度與優勢為基礎的架構，目的在於評估各
因素對新產品績效的影響效果，並詴探以產品優勢與產品創新度為中介之效果。
以 Henard and Szymanski (2001)、Pattikawa,Verwaal and Commandeur(2006)的分
類架構為基礎，該研究將影響因素歸為環境、策略、組織與流程等四類，利用主
要關鍵字(如product innovativeness、product advantage、new product success、new
product performance)從各資料庫搜尋搜尋過去30(1979-2009)年相關實證文獻，總
共蒐集102 篇文獻並詳細記錄文獻中關鍵變數之間的相關係數、樣本大小、研究
的產業和國家以及信效度等資料。建立各變數之間的關係，並採用結構方程模式
(SEM)分析各因素對新產品績效之影響效果。結果發現: (1)環境變數中的市場潛
能與競爭強度會顯著的影響新產品成功; (2)技術導向與競爭者導向會經由產品
優勢作為中介因子進一步影響新產品成功; (3)技術導向、競爭者導向與跨功能整
合等策略導向變數，皆會影響產品優勢與產品創新度，並進一步對新產品成功正
向影響; (4)市場觀點的創新度會正向的影響新產品創新。

關鍵字

新產品成功 ； 新產品績效 ； 產品優勢 ； 產品創新度 ； 後設分析

並列摘要

This thesis aims to summarize the results of past studies and provide a macroscopic structure of
new product success (NPS) by a meta-analytic review. Researchers wish to find out the key factors that
make new product successful. We collected data from past empirical researches on NPS and
constructed a correlation matrix of NPS and it’s antecedents to understand effects of them. We wonder
whether product advantage or product innovativeness exist as mediator or not.
We classified the variables associated to new product success according to the framework
provided by Pattikawa,Verwaal and Commandeur (2006). They classified the antecedents of new
product performance in four main categories : strategy , environment , organizational and process
variables. We searched for relevant empirical studies by the key words like: product innovativeness,
product advantage, new product success and new product performance through the database and
recorded the correlation coefficients , sample size , reliability and industry of this studies. We
constructed the relationship of variables with new product success and analyze how to affect new
product performance by structural equations model (SEM).
The conclusion of this research points out the importance of environment and strategy variables.
The result is revealed as follows. First, market potential and competitive intensity have a significant
relationship with NPS. Second, product advantage mediates the relation of market orientation and NPS.
Third, strategy variables affect both product advantage and product innovativeness. Fourth,
Newness-to-market have a positive relationship with NPS.

並列關鍵字

new product success ； new product performance ； product advantage ； product

參考文獻

Booz, Allen and Hamilton (1982). New Product Management for the 1980’s New York: Booz-Allen and Hamilton, Inc.

Ali, A. (1994). Pioneering Versus Incremental Innovation: Review and Research Propositions. Journal of Product Innovation Management 11(1):46-61.

Ali, A., Krapfel, R., and LaBahn, D. (1995). Product innovativeness and entry strategy: Impact on cycle time and break-even time. Journal of Product Innovation Management 12(1):54-69.

Atuahene-Gima, K. (1995). An Exploratory Analysis of the Impact of Market Orientation on New Product Performance: A Contingency Approach. Journal of Product Innovation Management 12(4):275–329.

Atuahene-Gima, K. (1996). Market Orientation and Innovation. Journal of Business Research 35(2):93-103.