CAJ | 학술논문

考察了顾客导向、竞争者导向和市场知识对我国制造业企业新产品开发绩效的驱动机制,并探索了产品创新性在上述驱动机制间的影响差异.基于对中国15个省12个高新技术行业的196家制造业企业的问卷调查,实证发现顾客导向和市场知识对新产品竞争优势及企业财务绩效具有正向作用,但这种作用机制会受到产品创新性的调节效应影响.当企业开发渐进性创新产品时,顾客导向对市场知识广度以及市场知识对新产品竞争优势的驱动作用更为显著,此时企业应推行低成本竞争战略.当企业开发突破性创新产品时,顾客导向对市场知识深度的驱动效应更为显著,此时企业应推行差异化竞争战略,而竞争者导向对新产品竞争优势的作用机制仅对渐进性创新产品开发有效.
고찰료고객도향、경쟁자도향화시장지식대아국제조업기업신산품개발적효적구동궤제,병탐색료산품창신성재상술구동궤제간적영향차이.기우대중국15개성12개고신기술행업적196가제조업기업적문권조사,실증발현고객도향화시장지식대신산품경쟁우세급기업재무적효구유정향작용,단저충작용궤제회수도산품창신성적조절효응영향.당기업개발점진성창신산품시,고객도향대시장지식엄도이급시장지식대신산품경쟁우세적구동작용경위현저,차시기업응추행저성본경쟁전략.당기업개발돌파성창신산품시,고객도향대시장지식심도적구동효응경위현저,차시기업응추행차이화경쟁전략,이경쟁자도향대신산품경쟁우세적작용궤제부대점진성창신산품개발유효.
The paper explores the relationship among customer orientation, competitor orientation, market knowledge, product innovativeness and their dynamic fit mechanism for the performance driven effects of new product development by Chinese firms. We collect survey data from 196 new products developed by high-tech firms in China to test our model. The sam-pling frame consisted of firms located at 15 Chinese provinces in the 12 industries. The results show that the NPD driven mechanism of customer orientation, competitor orientation and market knowledge are contingent depends on the product inno-vativeness. In the high product innovativeness group, customer orientation, competitor orientation and market knowledge are positive and significant to the new product performance, while those effects get the partial support from the low product in-novativeness group.