| Summary: | 碩士 === 開南大學 === 商學院碩士在職專班 === 106 === In recent years, due to the advances in technology, globalization and market competition, enterprises must adopt strategy that innovates and differentiates. At the same time, to successfully enter market and maintain competitive advantage, enterprises must obtain advantages through development of new product/service and market. Innovation can be viewed as the application of new concept to create enterprise value. The definition of innovation is the creation of new process or techniques in product development and application management. Therefore, enterprises must add new products and creation process capabilities per customer specification and competitive environment. Thus, this study will explore the impact of product innovation strategy on product innovation performance. The sample targets for the questionnaires are R&D employees in researcher case company and there are 68 total valid questionnaires. Through empirical analysis, this study reveals that enterprises use applied innovation strategy the most often. Product innovation can help enterprises create new market and opportunity. There is positive correlation between product innovation strategy and product innovation performance. Innovation in model and breakthrough innovation can effectively increase product innovation performance. The better the innovation strategy, the better the product innovation performance. This result supports H1 hypothesis. Gender plays a significant role in progressive innovation strategy. Marital status plays a significant role in progressive and applied innovation strategy and product innovation performance. Finally, the contribution of this study is in using multi-dimensional method in exploring the impact of innovation strategy on product innovation performance even though there are only a few variables affecting product innovation performance. Future study suggestions include further exploring the correlation between product innovation/innovation performance and company scale and the number of employees. Also, they can explore the impact of different stages of product innovation process on product innovation performance and the difference in views between managers and employees.
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