A Case Study-The Effects Of Market Orientation And Launch Proficiency On The Product Advantage–Performance Relationship

• Main Authors: LOO, TAO-WEE, 盧道威
• Other Authors: GOO,YEONG-JIA
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/58316753185025817440

碩士 === 國立臺北大學 === 企業管理學系 === 96 === Previous studies indicate that product advantage is strongly related to product performance, with market orientation and launch proficiency act as moderating factors. In the dynamic world of business & global competition, organization must create new products, services, process & adopt technology in order to compete successfully. Traditionally, firms create products and educate consumer to experience the product. Now, firms need to understand consumer experience & what they really wants (consumer insights), then create products that will not just give what the consumer wants/needs, also give them the product experience they never dreamed possible. The new working Value Proposition House (VPH) framework incorporates the working process to the product advantage–performance relationship theoretical framework. This will ensure that all new product innovation initiatives are based on a real understanding of trends, end-user/customer insights and technology. In other words, firm will create products that are truly designed around the end-users/customers, providing superior customer experience, and increasing the chances of market & financial success.