| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 81 === The purpose of this study is to investigate the relationship
between technology/marketing strategy match with performance of
new product development.In relative references of affecting new
product development,the scholars all focus on relationship of
single strategy and performance new product development,but
lock of this study of relationship between technology/maketing
match with performance of new product development.About
strategic dimensions,the scholars points aren''''''''t same one
another,so the typologies of strategy are different one another
too.However, Brockhoff and Pearson(1992) propose a integrated
dimension, aggressiveness,in their empirical study.In this
study,I also try to adopt the integrated dimension of
aggressiveness in this empirical study.The empirical results
summarize as follow. In single technology strategy,the
performance of new product development of technology leadership
strategy is better than technology followership strategy.In
single marketing strategy,the performance of new product
development of market innovation strategy is better than
market defense strategy. From strategic match view, technology
leadership/market innovation strategy is the best strategic
typology among the four strategic match type in the performance
of new product development,Otherwise,the technology leadership/
market defense strategy is the lowest performance,the others is
better. This study introduce two immediatory variables,
technological characteristics and market characteristics ,the
results support original hypothesis,that is,technologic
characteristics and market characteristics have significant
difference with the relationship between strategic match
pattern and the performance of new product development.
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