CAJ | 학술논문

该文构建了我国体育企业新产品绩效的战略前因概念模型,基于236家体育企业的问卷调查,研究发现：①资源导向、市场导向对我国体育企业新产品绩效均有显著的正向效应,且资源导向比市场导向对体育企业新产品绩效有更重要的促进作用;②资源导向、市场导向对体育企业新产品绩效的效应都受到市场变化的正向调节影响,而资源导向对新产品绩效的效应受到技术变化的负向调节影响,竞争强度负向调节市场导向对新产品绩效的效应.研究为我国体育企业新产品发展提供了重要的管理启示.
해문구건료아국체육기업신산품적효적전략전인개념모형,기우236가체육기업적문권조사,연구발현：①자원도향、시장도향대아국체육기업신산품적효균유현저적정향효응,차자원도향비시장도향대체육기업신산품적효유경중요적촉진작용;②자원도향、시장도향대체육기업신산품적효적효응도수도시장변화적정향조절영향,이자원도향대신산품적효적효응수도기술변화적부향조절영향,경쟁강도부향조절시장도향대신산품적효적효응.연구위아국체육기업신산품발전제공료중요적관리계시.
This study provided a strategic antecedent conceptual model of new product performance of sports enterprises.Based on a questionnaire survey of 236 sports enterprises, the research results showed that：（1） Resource orientation and market orientation both had positive effect on new product performance of sports enterprises, and resource orientation played a more significant role in enhancing new product performance; （2） The impacts of resource orientation, market ori- entation on new product performance were moderated by market turbulence. The impact of resource orientation on new product performance was moderated by technology turbulence negatively. Competitive intensity moderated the effect of market orientation on new product performance negatively. The research provided some valuable managerial implications for developing new products of sports enterprises.