The Affect of Creativity and New Product Development Performance by Market Orientation

• Main Authors: Liu Yi-Chao, 劉益兆
• Other Authors: 張道釗
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/83800617908209025105

碩士 === 東海大學 === 企業管理學系碩士班 === 93 === Market orientation can be viewed as capabilities that an organization might employ to attain competitive advantage. Market orientation is key factor to successful new product development. In recent years, an accumulating body of research has established that market orientation leads to better performance in organizations, but scholars think this relationship is discordant. Despite recent effort to examine the mediating role of innovation as the missing link between market orientation and performance, there is no clear understanding of this link. A problem is that prior research has focused on the broad construct of innovation and has taken the strategic business unit as its level of analysis. This study following source-position-performance framework (Day and Wensley, 1988), we propose that creativity is a mediator between market orientation and new product development performance. In addition, we use creativity in a more specified context (product development teams) and thus avoid overly general response that can result when innovation is measured at the SBU level. The development of measure instrument is based on past relative research scales .This study focused on Taiwanese financial service industry as empirical object. The sample of this study has 345 companies. The useful samples have 104 (the recover percent is 30.14﹪). This research referred to Churchill(1979) to purify the received data, then used multiple regression analysis to confirm mediator variables and path analysis to test the proposed hypotheses. The main conclusions are as follows： 1、 Intelligence generation、intelligence dissemination has a positive impact on product creativity, but intelligence responsiveness has a negative impact on product creativity. 2、 Intelligence generation、intelligence dissemination and intelligence responsiveness has a positive impact on marketing program creativity. 3、 Product creativity and marketing program creativity has a positive impact on market performance. 4、 Product creativity has a positive impact on finance performance. 5、 Product creativity has a positive impact on project performance. In addition, this study also indicated some academic and practical implications、 research limitation and the directions of future research.