Development Strategy of New Industrial Products - A Case Study from Non-Linear-Editing System

• Main Authors: Mah,Beh-Hong, 麻碧宏
• Other Authors: Lin, Tien-Ling
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/88986387355392661040

碩士 === 國立臺北大學 === 企業管理學系 === 99 === The development of new products is one strategy, for many companies, in terms of growth, however, companies are faced with how to select new products and how to diffuse new products through decision-making--and following the successful diffusion of new products, how to prevent competitors from imitating, in order to stimulate business through sustainable competitive advantages, which are challenges companies encounter in the Diffusion of Innovations process. The key purpose of this study is to investigate the causes and major consideration elements that influence businesses in new product diffusion, to further explore the internal and external innovation, decision-making process. Therefore, this study is based on a qualitative case study of action research, providing an in-depth understanding of companies dealing with the new product adoption and the internal and external diffusion decision-making process; how to provide innovative value to organizational decision-making units, while being able to meet the needs of the organization, in order to ensure results of innovation; how to help organizational members in innovation development, making innovation a part of the organization. Within this study, in investigating the diffusion of new products, findings show small-to-mid sized companies, selecting new products, are usually influenced by the push of technology and market-driven complementary effects, and require the competitive advantage of complementary assets. For industrial markets, in the initial stage of new product introductions, interpersonal communication channels exceed public channels; approval must be obtained from high-level executives and investment in resources, to provide adequate incentives to sales promotion personnel. If possible to establish representative success stories, any concerns from potential users can be eliminated, to accelerate the diffusion of new products yet be able to meet the expectations customers have for new products, resulting in new products actual production’s received value and customers’ expected desired value to coincide, customers will then entrust in the promoter’s (supplier) ability to problem solve, allowing the diffusion of new products to continue. Finally, individuals trying to introduce new products must manage to create new business models, in order to steer clear of competitors from imitating, to produce profits. Keywords：New Product Diffusion, Industrial Buyer Behavior, Relational Marketing.