| Summary: | 碩士 === 國立交通大學 === 企業管理碩士學程 === 97 === Enterprises continuously release new products as a strategy for pursuing sustainable development. Developing new products are required to invest huge resources. Nevertheless, the failure rate of new product release is higher than 80%. This study is to explore the effect of market orientation, resource input and product innovation on the performance of new product by investigating the questionnaire survey and the data from EStrat9 business strategy simulation which is executed by MBA students. This study obtains following results: First, the performance on new product is positively influenced by the decision maker taking importance on market orientation. Second, product innovation significantly is influenced by market orientation. However, in this study, product innovation is not the mediator of market orientation and the performance on new product thanks to short decision periods. Third, market orientation and the performance on new product are positively moderated by R&D resource input. Fourth, the simulation participants tend to allocate great deal of resources on R&D and pursue to develop new product with excellent attributes in one time for releasing killer product in the market. The simulation participants are thus inclined to be product orientated. The simulation participants represent “Prima”which is the market leader in this simulation game and has earned certain market share, the new product could thus increase market share in the short time. In practice, new product might not be capable to sustainably survive if corporate decision makers merely allocate great deal of resources on R&D but ignore the importance of resource input on marketing. To prevent new product become shooting star and with short life span, corporate decision makers should advance the performance on new product by manipulating the capability of market orientation, product innovation and well allocate resources on R&D and marketing.
|
|---|
