顾客参与新产品开发的绩效影响:产品创新类型的调节效应

顾客参与企业新产品开发对新产品开发绩效有着重要影响,在处于转型经济背景下的中国进行相关研究更有着极为重要的战略意义。文章以B-B市场中的制造企业为研究对象,构建了以产品创新类型为调节变量的顾客参与对新产品开发绩效差异化影响的调节效应模型。研究表明,顾客参与对新产品开发时间绩效与创新绩效的积极影响会受到产品创新类型的调节作用;但产品创新类型对顾客参与和财务绩效关系的调节影响不显著。     

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.     

基于关系视角的农产品渠道模式选择研究

本文在国内外学者对渠道关系类型研究的基础上,依据一定的变量构建了基于农户——龙头企业——分销商的不同阶段的农产品渠道关系模型和渠道关系选择模式。在农户——龙头企业阶段,依据外部环境的不确定性、农户规模、龙头企业品牌知名度三个变量,渠道关系有四种可选择的模式;在龙头企业——分销商阶段,依据外部环境的不确定性、分销商对下游渠道创造增加值的能力和龙头企业品牌知名度三个变量,渠道关系也有四种可供选择模式,但这些不同的渠道关系模式承诺水平表现出一定的差异。     

新产品全程营销概论

全程营销强调将市场营销理念贯穿于新产品构思、研发、市场化的全过程。为满足顾客需求,实现公司利益和长远发展目标,应弄清新产品全程营销的内涵,详细分析其全生命周期营销和整合营销的特点,以此为新产品开发管理提供新的思路和方法。     

Successful New Product Pricing Practices: A Contingency Approach

The purpose of this study is to examine the success of new product pricing practices and the conditions upon which success is contingent. We distinguish three different pricing practices that refer to the use of information on customer value, competition, and costs respectively. Following Monroe's (1990) price discretion, we argue that the success of these practices is contingent on relative product advantage and competitive intensity. The hypotheses are tested on pricing decisions for new industrial products. Our results show that there are no general best or bad practices, but that a contingency approach is appropriate. These results may help reduce the complexity that managers experience in pricing new products.     

绿色导向变轨型高技术新产品早期消费者购买意向研究评介及展望

绿色导向变轨型高技术新产品指与产业原来主导产品根本不同且能使产业技术范式和市场范式转入不同轨道,进而破坏性颠覆领先企业竞争地位的高技术产品,专指存在技术和市场两个变轨的高技术新产品,有利于环境保护、生态文明、可持续发展等社会效益的提高。超竞争时代,绿色导向变轨型高技术新产品迎合了社会的发展趋势和消费者的消费趋势,发展绿色导向变轨型高技术新产品成为企业获得竞争优势与实现可持续发展的新途径。因此,有必要深入研究绿色导向变轨型高技术新产品早期营销难题,以促使其尽快成为市场主流产品。比如,应进一步加强消费者购买意向预测研究,以为绿色导向变轨型高技术新产品营销策略的制定提供有效指导;应基于已有相关理论和研究成果,推演GTC新产品早期消费者购买意向构念模型,从理论上识别绿色导向变轨型高技术新产品早期消费者购买意向影响因素,并进行实证检验,为理论框架的应用提供依据;应进行更为深入的比较研究,进一步实证所构建GTC新产品早期消费者购买意向模型的有效性;应深入研究和探讨绿色导向变轨型高技术新产品进入市场的有效模式。     

复杂产品系统技术创新过程及其成功的关键因素研究

cops在现代经济发展中发挥着重要作用,已经成为国民经济的支柱。同时cops的技术创新过程与普通规模化产品有着显著的不同,传统的创新管理理论不适合来指导cops的创新。研究了cops技术创新的独特过程,并在此基础上分析cops技术创新成功的关键因素。     

A Neural Network for Predicting Manufacturers' Perceived Cooperation with Distributors in the New Product Development Process

ABSTRACT

This research has two objectives. The first is to develop a conceptual neural network for studying manufacturer-distributor cooperation in the new product development (NPD) process and to compare the neural network directly with the traditional multiple regression. The second objective is to examine the relative importance of the antecedents of manufacturer-distributor cooperation. Data from 295 U.S. manufacturing firms are used to test the neural models. The study demonstrates that neural network analysis is a good method predicting manufacturer-distributor cooperation in the NPD process. The results also show that the ranking of antecedents of manufacturer-distributor cooperation from most to least important is: relative dependence, shared values, communication, commitment, and trust. Implications for NPD managers are offered at the end of the paper.     

产品市场的竞争性与企业资本结构选择

随着经济全球化的发展,国内外产品市场的竞争越来越激烈。从产品市场竞争性的角度,研究产品市场的竞争性对企业资本结构的影响,结论是:企业资产负债率与其所处的产品市场的竞争程度正相关,且产品市场竞争程度对资产负债率差异的解释力非常显著。     

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.     

Effects of Organizational Learning and Information-Processing Behaviors on New Product Success

Individual learning constructs were formulated in an organizational learning context and empirically tested for relationships with new product success. Two constructs, information recording-retrieving and information reviewing, were found to be positively related to new product success. The relevance of these constructs to organizational learning theory are discussed, along with the implication that managers should carefully record and review past information to improve future new product success rates.     

Explaining Competitors' Reactions to New Product Introductions: The Roles of Event Characteristics,Managerial Interpretation,and Competitive Context

Competitive reactions to new product introductions can be explained by observable characteristics related to the event, and by the interpretations of these factors by the defending competitors. A general model of competitive response is developed to explore the mediating role of interpretation factors between event characteristics and reaction decisions, and to study the contextual factors that moderate the relationship between event characteristics and interpretations. Results clearly demonstrate that if the interpretation factor is not taken into account researchers may overlook the influence of important variables explaining competitive reactions. Also, results indicate heterogeneity among managers regarding their interpretation of observable characteristics. Possible moderating factors are explored. The outcomes of this study are important both for new scientific insights in competitive reaction decision making, and for managers who act in the competitive arena.     

Influence of Soldout Products on Consumer Choice

Consumers often face situations in which information about soldout products is still present in the decision context. This paper demonstrates that the presence of soldout products in the decision environment can prompt consumers to purchase available options and decrease choice deferral. This effect can be explained by two underlying decision processes. First, soldout products may create a sense of urgency for consumers to expedite their purchases, which the authors call an immediacy effect. Second, soldout products may enhance the perceived attractiveness of products similar to the soldout products, which the authors refer to as an informational cascades effect.     

不完全信息条件下基于产品质量的出口政策选择

在产品质量信息不完全性普遍存在的情况下,企业产品质量选择与国家产品质量声誉相互影响。提高国家产品质量声誉可以提高企业期望收益和国家福利,但由于产品质量外部性的存在以及国家产品质量声誉的"公共产品"性质,企业的自主产品质量选择行为并不会必然导致较高的国家产品质量声誉,从而存在国家干预的必要性。在一般情况下,实施"税收—补贴"组合政策是较优的政策选择。     

情感营销在农产品品牌塑造中的有效运用

塑造农产品的品牌效应是当下发展繁荣农产品市场的主要策略,在农产品的营销过程中怎样塑造其品牌,便是其成功与否的关键环节,情感营销为农产品品牌的塑造提供了有效的途径。     

To Price Discriminate or Not: Product Choice and the Selection Bias Problem

In this paper, we investigate a gasoline station's incentive to price-discriminate by selling full-service gasoline as well as self-service gasoline. Unlike previous research, we explicitly model a firm's incentive to price discriminate by choosing to be either single-product or multi-product as a function of market and station characteristics. This allows us to make two contributions to research in the area: First, we highlight the importance of accounting for self-selectivity considerations that can arise in an empirical analysis of price discrimination that is based on market data. Second, we are able to show how the product and pricing choices of firms depend upon the market characteristics.Using cross-sectional survey data on prices, station and market characteristics for 198 gasoline stations in the Greater Saint Louis area, we estimate a switching regression model of station decisions. Specifically, we employ a binary probit framework that models a station's decision to price-discriminate through the choice of the station-type as a function of market and station characteristics. We then estimate conditional linear regressions with self-selectivity corrections for the station's choice of prices. We show that incorrect inferences about the incentive to price discriminate and about the differences in the prices charged between single-product and multi-product stations would result if the endogeneity in the choice of the station-type were ignored in the estimation. The empirical analysis shows that a larger income spread in the market implies a greater likelihood of the gasoline station being multi-product. In addition, we have support for the various within firm and across firm price differentials as predicted by the theory of price discrimination.     

Business Ethics East vs. West: Myths and Realities

The West has a stereotypical image of businesses, officials, and politicians, etc., in the East (Third World) countries being pervasively corrupt while it views itself as being almost completely uncorrupt. One closer look, however, realities turn out to be quite different. Business corruption is much more universal that Westerners are generally willing to accept. The major differences are that corruption in the East is practiced so blatantly that it makes major news. Western businesses, on the other hand, have, over time, developed sophisticated techniques whereby corruption becomes almost invisible. This paper discusses the myths and realities of Eastern versus Western corruption and discusses several means which have allowed Western companies to exploit others through subtle and, almost invisible means. The overall advantage, however, still goes to the West where petty corruption has been pretty much eliminated.     

Product Differentiation and Process R&D: The Trade-off Between Quality and Productivity in the Spanish Firm

This paper proposes a theoretical model in which the incentives that product differentiation exercises on process innovation are established. The resulting quadratic relationship determines a point beyond which a trade-off between these two variables exists. The estimations based on a panel data of Spanish manufacturing firms confirm this result. Moreover, firm size seems to play a important role on process innovation only for those firms with a certain degree of product differentiation. For the rest, the degree of differentiation of rival firms is the relevant variable.     

基于价格竞争理论的旅行社产品创新策略研究

目前,国内旅行社产品低价竞争状况严重。旅行社产品在产品同质化的情况下,价格必然成为影响旅游消费者购买偏好的决定性因素,只有施行差异化竞争战略才能有效规避低价竞争;同时旅行社必须充分了解并有效把握市场需求,在产品中不断添加创新元素,创造性的以新产品引导消费,通过品牌识别和服务创新巩固旅行社产品差异化,才能不断强化旅行社产品的排他性,持久增强旅行社企业的竞争优势。