Exploring the Role of Network Competence, Organizational Innovativeness, and Relationship Value in New Product Development

• Main Authors: Tsung-Han Yang, 楊宗翰
• Other Authors: Yen-Ting Chiu
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/87579142756123449641

碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 99 === Regarding many industries, relationship marketing (RM) has been influential in marketing strategy. Within relationship marketing (RM), except for customers, a company’s relationship with its partners such as suppliers and competitors have become an important issue, too. How a company manages and maintains those relationships to develop has impacts on the extent of relationship value. A company needs to develop network competence for the purpose of connecting itself to other players in the network of new product development (NPD) to allow interaction beyond organizational boundaries. In the present study, a developed framework consists of three elements: network competence, innovativeness, and relationship value. The model is tested by employing a database of 46 suppliers of a company A which implemented the new produce development (NPD) project. The result shows that there is no significant relation between network competence and organizational innovativeness. In addition, as for the role of organizational innovativeness, it doesn’t play a role either being as a mediator nor as a moderator in the model. However, the outcome shows that a company with a development of good network competence with its partners (e.g., suppliers or competitors) and a cultivation of the corporate culture of innovativeness in order to obtain relationship value gains competitive advantages.