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系統識別號 U0026-2701201509110700
論文名稱(中文) 創新策略與新產品績效
論文名稱(英文) Innovation-oriented Strategy and New Product Performance
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所
系所名稱(英) Institute of International Management
學年度 103
學期 1
出版年 104
研究生(中文) 陳怡仁
研究生(英文) Yi-Jen Chen
學號 R48951020
學位類別 博士
語文別 英文
論文頁數 60頁
口試委員 指導教授-劉宗其
口試委員-許永明
口試委員-陳正忠
口試委員-黃吉村
口試委員-王崇昱
中文關鍵字 市場導向  技術導向  創新導向  新產品 
英文關鍵字 Market orientation  technology orientation  innovation orientation  new product 
學科別分類
中文摘要 企業創新策略正迅速成為企業成功關鍵因素,世界各大企業都投入大量資金在提出新的技術解決方案與發現顧客潛在需求,以順利在市場上推出創新產品做為獲得競爭優勢的策略工具。儘管企業創新導向與推出創新產品明顯很重要,然而鮮少有實證研究去證明這項關係。因此,本研究的目的是採用了動態能力觀點去驗證創新策略與新產品績效之間的關係。作者採用問卷調查的方式收集資料,並進一步去驗證論文中所提出的假設。本研究結果如下:市場導向和技術導向對新產品績效有顯著正相關;其次,創新導向會干擾市場導向與新產品績效之間的關係,但卻扮演著技術導向與新產品績效之間的中介角色。最後,本文將進一步探討理論貢獻、實務意涵及未來研究建議。
英文摘要 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.
論文目次 ABSTRACT I
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
REFERENCES 48
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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