Studying radical product innovation through grounded theory-Empirical study of Digital Content Industry

• Main Authors: Yi- Shiuan He, 賀亦璿
• Other Authors: 莊立民
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/s4m53a

碩士 === 長榮大學 === 經營管理研究所 === 95 === In the age of science and technology , the digitalized-content industry of “the industry development plan of 2 millions million double stars of new era” made by government is developing and advancing. When each related enterprises faces the increasingly competitive environment, to make products radical innovation always becomes a target that all enterprises actively strive for achieving; therefore, to understand the situation where managers stay and their thought which influenced their choice of products with radical innovation-this behavioral pattern becomes the main point for each enterprises to study. Grounded theory is used in this study, plus the deep interview with managers of case enterprises in digitalized-content industry. Through the work-up and analysis of the interview record and the concept of rooting theory, the data can be coding and the process of decision making on the choose of products with radical innovation. In this study, the theoretical sampling is adopted. There were four interviewees, 58 open coding generalized, 14 core coding. In the step of choosing coding, 15 spindle coding were generalized to 3 concepts: such as motivation, process of decision-making, and variable influence, to construct the decision pattern of products with radical innovation from managers in digitalized content industry. The study found that manager’s decision pattern of products with radical innovation is: the innovation motivation of products with radical innovation from digitalized content industry is influenced more by the external environment than the questions and demand existed in products in organizations or enterprises. In addition, it’s necessary to measure whether both internal and external environment in organizations and managers influence innovation of products in terms of the opening range of innovation for benefiting the plan of product innovation. The idea of products with radical innovation from digitalized content industry mostly came from enterprises with certain scale or external of organizations, and under the influence of making products radical innovation in the industry should still focus on the demand of markets and development of the times.