企业跨界行为、供应商参与对新产品开发绩效的影响——知识距离的调节作用

新产品开发是企业生存与发展的基础。数字经济的兴起与发展使组织边界趋于模糊，产品创新要素得以在企业间高速流通，企业能够通过跨界获得必要资源以提高新产品开发绩效，然而目前鲜有基于企业层面探讨跨界行为和新产品开发绩效的关系。文章基于交易成本理论，引入供应商参与作为中介变量，知识距离作为调节变量，构建了一个有调节的中介模型。通过对352份问卷数据的实证分析，探讨了跨界行为与新产品开发绩效的关系、影响路径与边界条件。研究发现：企业跨界行为正向影响新产品开发绩效；供应商参与在跨界行为和新产品开发绩效中起部分中介作用；知识距离负向调节跨界行为对供应商参与的影响。研究结果明晰了跨界行为对新产品开发绩效的影响机制和边界条件，对企业新产品开发实践也具有一定价值。     

顾客知识管理对产品创新绩效的影响研究

本文综合分析了顾客特性、顾客参与程度、顾客知识管理对产品创新的影响,并基于江苏制造业的调查数据研究了顾客知识管理对产品创新绩效的影响.研究结果表明,顾客特性、顾客参与程度、顾客知识管理过程能力、基础资源能力对产品创新绩效有显著正向影响.文章认为,分析结果具有重要管理启示:顾客特性对产品创新绩效有显著正向影响,表明企业必须慎选创新型顾客共同进行产品创新;顾客参与程度对产品创新绩效有显著正向影响,表明企业可以通过多种渠道吸引顾客参与,激发顾客参与的积极性,将顾客知识物化到新产品中;顾客知识管理过程能力对产品创新绩效有显著正向影响,表明企业必须注重顾客知识的收集、扩散、使用、创新和保护等过程管理.通过企业的协调机制,形成连续有效的知识流,促进企业知识资源存量的增加,促进企业将顾客知识具体化、产品化;基础资源能力对产品创新绩效有显著正向影响,表明企业可以通过提高高层领导的重视程度,加强组织环境、信息技术和人力资本等基础资源建设,借助于软硬环境的改善,增强企业辨识、筛选、运用和创新顾客知识的能力,提高企业对顾客的响应能力和专长.     

顾客参与影响新服务开发绩效的实证分析

在维度划分的基础上,构建出顾客参与影响新服务开发绩效的理论框架模型。以我国B-B情境下服务企业为对象的实证分析显示:参与广度对时间绩效和创新绩效有着积极影响;参与深度对时间绩效与创新绩效的积极影响也显著;但参与广度和参与深度对财务绩效的积极影响不显著。     

组织知识、跨部门协调与新产品创新绩效

组织的知识包括顾客知识、竞争者知识、技术知识等不同类型,不同类型的知识在新产品创新过程中起着不同的作用,并且会受到跨部门协调的影响。本研究基于长三角地区143家企业的问卷调查数据,实证考查了不同类型的组织知识是如何影响企业新产品创新绩效的,及跨部门协调在二者关系中的调解作用。结果表明（1）顾客知识对新产品市场表现有显著正向影响,但对新产品创新效率没有显著影响;（2）竞争者知识对新产品创新效率有显著正向影响,但对新产品市场表现没有显著影响;（3）技术知识对新产品市场表现和创新效率都有显著正向影响;（4）跨部门协调正向调解技术知识与创新绩效的关系。研究结果对于企业怎样提升新产品创新绩效具有重要的启示意义。     

顾客参与新产品开发对企业创新能力的影响研究

顾客需求多样化的趋势越来越明显,这对企业的创新能力提出了新的挑战。在此背景下,顾客参与新产品开发成为促进企业创新能力提升的重要方式。本文将顾客参与新产品开发分成信息来源型顾客参与、联合开发型顾客参与和独立研发型顾客参与三种形式,将企业创新能力分为渐进式创新能力与突破式创新能力两种类型,分别探讨了三种顾客参与新产品开发对两种创新能力的影响机理,并对相关企业提出了合理化建议。     

供应商参与制造企业新产品开发的时机与阶段研究

本文阐明了制造商新产品开发的分类,将产品创新分为源头式新产品开发和过程式新产品开发.基于产品创新的类型,文章将供应商参与划分为供应商前期参与和供应商后期参与两种类型,并探讨了不同的供应商参与阶段对制造商产品创新的影响.     

浅析顾客参与新产品开发的影响因素

为了生产出符合顾客期待的新产品,现今越来越多的企业让顾客参与到新产品的开发活动。而要提升顾客参与新产品开发的积极性,就必须了解影响其参与的因素才能对症下药。本文就从内部和外部两个角度,对顾客参与新产品开发的影响因素进行了分析,并指出内部因素主要有独特产品需求、精神需求、人际交往需求和品牌情感,外部因素则有企业激励和便利条件。     

顾客参与影响新服务开发绩效的实证研究

随着市场激烈程度的不断加剧,服务企业为了适应顾客需求变化,确保长远可持续发展,加快新服务开发势在必行。而顾客在新服务开发中扮演着重要角色,不再是被动的接受者,而是亲身参与的生产者与开发者,顾客参与对新服务开发绩效产生的影响成为理论界与实务界关注的焦点之一。本文阐述了顾客参与和新服务开发的相关内容,并就顾客参与影响服务开发绩效进行了实证分析,提出假设、检验结果,发现顾客参与的广度与深度对新服务开发时间绩效和创新绩效具有积极影响。     

基于临时团队学习视角的顾客参与和新服务开发绩效研究

如何通过快速信任提升绩效是临时团队研究与管理实践的关键问题,分析临时团队学习视角下顾客参与对新服务开发绩效的影响非常重要。文章基于服务业企业的视角,结合组织学习理论,提出了顾客参与对于新服务开发影响机制的概念模型。研究发现,组织学习意图和企业吸纳顾客参与新服务开发的广度和强度呈显著正相关;组织学习能力在顾客参与强度对新服务开发绩效的影响过程中起到正向调节作用。     

策略顾客对产品创新策略的影响探讨

策略顾客作为企业面临的最主要类型的顾客，由于其自身具有的特点，对企业的利润有着深刻影响。因此，对其关于产品创新策略的影响研究，具有深远意义。本文通过分析策略顾客的特点，从新产品引入策略、产品定价策略和产品库存策略等方面分析策略顾客对产品创新策略的影响。在此基础上，构建出考虑了策略顾客的产品创新流程。最后，从加强对顾客的信息收集和管理、设计符合产品特征的创新策略和改善供应链运营状况等方面，提出相应的对策和建议，以供企业在实际运营过程中进行参考和应用。     

Technology Synergy,Product Characteristics,and New Product Performance: A Meta‐Analytic Review

The associations of technology synergy, product characteristics, and new product performance are widely spread in the marketing and innovation management literatures. However, little research integrates these associations. This study adopts a meta‐analytic approach to aggregate prior findings across studies published before 2010 to review the relationships between technology synergy, product characteristics, and new product performance. Structural equation analysis reveals that technology synergy has: (a) a positive medium effect on new product performance; (b) a positive and strong impact on product advantage, which then affects new product performance; and (c) an indirect effect on new product performance through product innovativeness and product advantage. These findings suggest that product innovation and advantage are important intermediaries between technology synergy and new product performance—as yet unrevealed in extant literature. Copyright © 2012 ASAC. Published by John Wiley & Sons, Ltd.     

The Impact of Innovativeness and Development Time on New Product Performance for Small Firms

Timing is becoming a new source of competitive advantage. The business press extols the benefits of faster product development. This paper examines whether competitive advantage can be gained by reducing development time across all types of new products or whether this advantage is restricted to certain types of new products. It proposes that product innovativeness moderates the relationship between development time and initial market performance. A survey of 110 small manufacturing firms in computer related industries supports the hypothesis. The survey findings indicate that a firm must guard against over- or under-development of the new product since product innovativeness was found to influence the impact of development time on market performance. The implications for managers are: beware of bringing a new product that is too much, too early or too little, too late.     

The Impact of Price-Based and New Product Promotions on Fast Food Restaurant Sales and Stock Prices

A key tool used in demand or revenue management marketing strategies is the application of pricing tactics based on anticipated demand to enhance both customer utility and maximize firm performance (Wirtz et al., 2003). In the restaurant segment, particularly in quick-service restaurants (QSR), organizations focus on two main promotion formats to attract customers: price-based promotions and new product promotions. The purpose of this article is to explore how the number of price-based promotions and new product promotions influence firm sales growth or decline and change in stock prices. Results suggest that new product promotions can have a significant and positive effect on same store sales, whereas price-based promotions tend to results in lower same-store sales changes and changes in stock price. As an additional control for these results, the study controls for economic and seasonal conditions effects.     

Improving New Product Quality: An Empirical Study of Product Development Teams in Taiwan

ABSTRACT

The role of team and organizational factors affecting new product quality and their interactions as moderating the effects are examined. Results from a domestic study suggest that new product quality is positively affected by information capability in the team and quality orientation in the firm; in contrast, it is negatively related to the innovativeness of the new product as seen by the firm and speed-to-market pressure in the team. However, teams' information capabilities alleviate the negative effect of innovativeness on quality. Quality orientation lessens the relationship between information capability and new product quality. Functional diversity and tenure diversity do not affect new product quality. In addition, managerial implications and directions for future research are proposed.     

跨期知识整合与新产品开发绩效关系实证研究——基于珠三角和长三角地区企业的数据

根据已有研究成果,文章首先分析了跨期知识整合的内涵和机制,并根据理论分析建立了结构方程模型,设计了"跨期知识整合对新产品开发绩效影响的调研问卷",在珠三角和长三角地区选择了上海、广州、杭州、深圳等地的多家企业进行调研,并回收了245份问卷,根据分析结果发现跨期知识整合对新产品开发绩效之间有正向影响。     

Product Involvement and the Relative Importance of Health Endorsements

Product involvement is a fundamental part of the buyer decision processes, during supermarket visits, as individuals respond differently to stimuli under differing involvement conditions. This study aims to provide a better understanding of the role of nutritional endorsements in consumers’ food purchasing decisions, when evaluated across high and low involvement products. Although past research in this area does exist, a major limitation is that nutritional endorsements have been studied only for their direct effect as a single, isolated product cue on product perception—rather than its importance relative to other product cues, such as price and product branding. This study overcomes this limitation through a conjoint analysis involving a sample of supermarket consumers. The findings suggest that a health endorsement plays a smaller role in influencing consumer decision-making relative to brand or price, but it is stronger for the higher involvement product. These findings provide nutritional foundations and product managers with quantifiable evidence of nutritional programs’ influence in consumer decision-making, justifying the relevance of such endorsements and giving nutritional foundations specific leads for adaptions in their marketing and educational efforts.     

The Effectiveness of Two Online Persuasion Claims: Limited Product Availability and Product Popularity

Two experiments were conducted to evaluate the effectiveness of two online persuasion claims: limited product availability (e.g., only 3 items left) and product popularity (e.g., 94% of consumers bought this product after viewing this site). The popularity claim appeared to enhance quality perception, particularly among highly risk-averse consumers, and purchase intention. We attribute these findings to the quality signaling effect and the bandwagon effect of the claim. On the other hand, the limited availability claim exerted no influence: low message credibility and the lack of psychological reactance are deemed to be possible reasons for the insignificant effect of the claim.     

The influence of business strategy on new product activity: The role of market orientation

In this paper, we propose that business strategy influences new product activity both directly and indirectly via its influence on market orientation. Accordingly, we develop a framework linking firms' relative emphasis on cost leadership, product differentiation and focus strategies to firms' customer and competitor orientation as well as their new product development and introduction activity. We use this framework to develop a simultaneous equations model that is tested on survey data from 175 Dutch firms of varying size and across different industries in the manufacturing sector. The surprising findings are that a greater emphasis on a focus strategy results in a decreased emphasis on customer orientation and that competitor orientation has a negative direct influence on new product activity and an indirect positive effect via customer orientation. We discuss the implications of these findings for theory and practice.     

Virtual Product Placement as a New Approach to Measure Effectiveness of Placements

Product placement is a fast growing multi-billion dollar industry, yet measures of its effectiveness, which influence the critical area of pricing, have been problematic. Past attempts to measure the effect of a placement and, therefore, provide a basis for pricing of placements, have been confounded by the effect on consumers of multiple prior exposures of a brand name in all marketing communications. Virtual product placement offers certain advantages: as a tool to measure the effectiveness of product placements; as assistance with the problem in the lack of audience selectivity in traditional product placement; as a testing of different audiences for brands; and in addressing a gap in the existing academic literature by focusing on the impact of product placement on recall and recognition of new brands.     

论企业新产品开发与企业R&D活动的关系

新产品开发是企业求得生存与发展的关键 ,但企业新产品开发离不开企业R&D活动。企业R&D不仅是企业新产品开发的重要环节 ,而且渗透于企业新产品开发的全过程。企业R&D投入在企业新产品开发投入中占有很大比重。企业R&D活动为新产品开发提供源技术和保障 ,企业R&D的层次决定着企业新产品的生命力、竞争力和R&D收益率。企业新产品开发数量、周期和模式决定企业R&D活动的频度、速度、广度和深度