The Relationship with Entrepreneurial Orientation, Intangible Assets and New Product Development--The Case of Tourist Agencies in Taiwan

• Main Authors: Keng-Liang Liu, 劉耿良
• Other Authors: Judy F. Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/v227v6

碩士 === 靜宜大學 === 企業管理研究所 === 94 === The purpose of this theme discussed about the relationship with entrepreneurial orientation, intangible assets and new product development. The kownledge economy has already come in recent years, and it makes the intangible assets play a more important role for the company. In concept of RBV (resource-based value), strategy map and dynamic capability all emphasize that the intangible assets will promote the performance of the company. In this research, we try to probe into the releationship between intangible asssets and new product development. Under the circumstances of fierce competition and rapid growing knowledge norm, the managers or owners must have attitude of entrepreneurial orientation to manage their company which could improve the company''s competition advantage. As the company takes the attitude of entrepreneurial orientation to manage an enterprise, whether improve the intangible assets and new product development performance. And that is also one of the focal points we wanted to probe into in this research. 　　This research method mainly utilizes the questionnaire that is aimed to tourist anencies in Taiwan. After investigating through the specialists’ seminars, the venders’ interviews and the evaluation of the documents, there are 22 measures including in questionnaire to get manager’s opinions on this issue. In this research, we despatche 819 questionnaires, and the effective questionnaires amounted to 193. The total effective rates of response rate are 23.57%. And then, we utilize SPSS and LISREL as statistical tools to analysize the data, including the factor analysis, correlation analysis and structural equation modeling analysis. The empirical results show as follows： 1.Entrepreneurial orientation has a significant positive effect the new product development performance. 2.Entrepreneurial orientation has a significant positive effect the intangible assets of a company. 3.Intangible assets have a significant postitive effect the new product development performance. 4.There is a significant mediating effect of intangible assets in the relationship between entrepreneurial orientation and new product development performance.