||Innovation-oriented Strategy and New Product Performance
||Institute of International Management
A firm’s innovative strategy is fast becoming one of the most critical determining factors in businesses as companies around the world are relying on the introduction of innovative products to the market with investing heavily in novel technological solutions and discovering emerging customer needs and as a strategic tool to achieve competitive advantage. Despite its apparent importance, relatively little study has addressed the firm's innovative strategy that help develop their competitive advantage and overcome economic and financial downturns. Therefore, the purpose of this study is to employs a dynamic capabilities perspective to examine the relationships among innovative strategy and new product performance. The author is going to employ a questionnaire approach to collect data for further testing the validity of three research hypotheses proposed in the current study. The empirical results show that both market orientation and technology orientation are positively associated with new product performance. Moreover, innovation orientation moderates the relationship between market orientation and new product performance, while innovation orientation mediates the relationship between technology orientation and new product performance. Finally, theoretical contribution, managerial implications, and future research directions is discussed.
ABSTRACT (in Chinese) II
TABLE OF CONTENTS III
LIST OF TABLES IV
LIST OF FIGURES V
CHAPTER I INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATION 1
1.2 RESEARCH PURPOSE 4
1.3 RESEARCH CONTRIBUTION 5
1.4 RESEARCH PROCEDURE 6
CHAPTER II LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT 7
2.1 INNOVATIVE STRATEGY AND NEW PRODUCT PERFORMANCE 7
2.2 THE MEDIATING ROLE OF INNOVATION ORIENTATION 11
2.3 THE MODERATING ROLE OF INNOVATION ORIENTATION 12
CHAPTER III METHODOLOGY 14
3.1 RESEARCH FRAMEWORK 15
3.2 RESEARCH HYPOTHESES 17
3.3 MEASURES 18
3.3.1 Innovative strategies 18
3.3.2 New product performance 22
3.3.3 Control variables 24
3.4 STATISTICAL ANALYSIS METHODS 26
3.5 RESEARCH DESIGN 31
CHAPTER IV RESULTS 34
4.1 DESCRIPTIVE STATISTICS AND CORRELATION ANALYSIS 34
4.2 REGRESSION ANALYSIS 36
CHAPTER V CONCLUSIONS 41
5.1 RESEARCH FINDINGS 42
5.2 CONTRIBUTIONS AND IMPLICATIONS 44
5.3 LIMITATION AND FUTURE RESEARCH 47
APPENDIX: MEASURES AND ITEMS 57
LIST OF TABLES
TABLE 3.3.1 THE MEASUREMENT OF INNOVATION-ORIENTATION STRATEGIES 20
TABLE 3.3.2 THE MEASUREMENT OF NEW PRODUCT PERFORMANCE 23
TABLE 4.1.1 MEANS, STANDARD DEVIATIONS AND CORRELATIONS 35
TABLE 4.2.1 RESULTS OF HIERARCHICAL REGRESSION ANALYSES 37
LIST OF FIGURES
FIGURE 3.1 THEORETICAL FRAMWWORK AND THE PROPOSED HYPOTHESES. 16
FIGURE 4.2 INTERACTION GRAPH OF MARKET ORIENTATION WITH PRODUCT INNOVATIVENESS ON NEW PRODUCT PERFORMANCE. 40
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