| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 90 === Given today’s competitive business environment, the successful development and launch of new products has been a critical issue for business to survive. Companies that fail to develop new products will expose themselves to considerable risks due to that their existing products could be vulnerable to the changing needs and tastes of consumers, the development of new technologies, the shortened product life cycles, and the increasing domestic and foreign competition. On the other hand, many companies gain competitive advantages by improving and developing new products continuously. However, the high failure rate of new products makes it a difficult issue for firms to launch new products successfully.
Marketing channel consists of different independence institutions performing different tasks and functions. It is unavoidable for firms to cooperate with channel members unless firms only adopt direct marketing. New products cannot be successfully promoted without the acceptance and cooperation of channel members in spite of good qualities. Therefore, the adoption decision of new products by channel members becomes an extremely important issue in new product marketing. Consequently, it is critical for companies seriously consider how to make channel members accept and adopt those new product as well as to increase channel members’ intension to promote new products.
This study integrates research from new products and marketing channel issues to develop a conceptual framework evaluating factors affecting channel member’s acceptance of new products. The foci of this study include：
1.How does the “relative advantage of new product” influence channel member’s acceptance of new product?
2.How does the “competitive environment” influence channel member’s acceptance of new product?
3.How does the “channel motivation” influence channel member’s acceptance of new product?
4.How does the “channel relationship” influence channel member’s acceptance of new product?
|
|---|
