市場導向、關係管理對新產品開發能力與新產品開發績效之影響

• Main Author: 謝淑雅
• Other Authors: 方世榮
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/04912974865518349402

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 89 === ABSTRACT In the keen competition global market, new product development (NPD) is a weapon to capture a firm’s competitive advantage. However, a firm’s NPD is a basis of customers needs and preferences and competitor’s actions. Thus, how to generation, dissemination and responsiveness intelligence is important. In the faster technological change and complex environment, any firm is hard to keep its competitive advantage alone, it must to cooperate with another firm, so interorganization relationship is created. At the same time when a firm cooperate with his partners, he must be have NPD capability to absorb, assimilate, learning and apply his partners’ information and knowledge. All above, we realize the impact of firm’s market orientation, relationship management on NPD capability and performance. This empirical investigation, based on 155 Taiwanese Hi-Tech firms, shows the following research outcomes: First, suppliers’ relationships management is positively associated with a firm’s NPD capability. A firm’s NPD capability is positively associated with a firm’s NPD performance. Suppliers’ relationships management exhibits positively relationship with customer-oriented intelligence generation and competitor-oriented intelligence responsiveness. A firm’s level of market orientation will affect a firm’s learning. Second, as the path analysis, supplies’ relationships management doesn’t directly affect NPD performance. But it can indirectly affect NPD performance through a firm’s market orientation or NPD capability. That is, a firm’s market orientation or NPD capability have mediating effect positively on the relationship between the relationship with suppliers and NPD performance. Keywords: market orientation, relationship management, partners relationship, new product development, absorptive capacity