The influence of Social Capital constructing Marketing Resource and New Product Development Performance

• Main Authors: Chia-chi Tong, 童佳琪
• Other Authors: Wan-yi Li
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/41241900893598075552

碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 95 === The study tried to investigate the influence of new product development performance in a company from the aspect of social capital and the marketing resource. We attempt to divides social capital into internal and external ones which respectively helped investigate marketing resource. Then, this study continued examining the influences of new product development performance affected by constructing marketing resource. Finally, this study inquired whether constructing marketing resource is an intermediary between social capital and new product development performance. 101 Taiwanese manufacturing industries in this study were required to complete questionnaires. This collected date was computed by SPSS. The result of this study indicated: (1) The internal social capital and marketing resource that a company owns present just related, (2) The external social capital and marketing resource that a company owns present just related, (3) The marketing resource and new product development performance that a company owns present just related, (4) The construction of marketing resource plays an intermediate role between social capital and new product development performance.