Strategic Orientation, New Product Launch Strategy, and New Product Performance

• Main Authors: Ruei-Wen Shiau, 蕭瑞雯
• Other Authors: Colin Cheng
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/64162784462445853156

碩士 === 元智大學 === 國際企業學程 === 99 === This thesis explores the affection of four strategic orientations on new product launch strategy and new product performance. The four strategic orientations including resource orientation, market orientation, technology orientation and entrepreneurial orientation are chosen to examine their influences on three new product launch strategies: launch objective and market segmentation, product positioning, and influence on new product performance by collects data from 198 Taiwan consumer electronics companies and analyzes. Consequently, the research provides that four strategic orientations have positively relationship with new product launch strategy and new product performance. Especially, the firms involving in resource orientation and entrepreneurial orientation have more influences on three new product launch strategies, and influence on new product performance.