| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 97 === This thesis aims to summarize the results of past studies and provide a macroscopic structure of new product success (NPS) by a meta-analytic review. Researchers wish to find out the key factors that make new product successful. We collected data from past empirical researches on NPS and constructed a correlation matrix of NPS and it’s antecedents to understand effects of them. We wonder whether product advantage or product innovativeness exist as mediator or not.
We classified the variables associated to new product success according to the framework provided by Pattikawa,Verwaal and Commandeur (2006). They classified the antecedents of new product performance in four main categories : strategy , environment , organizational and process variables. We searched for relevant empirical studies by the key words like: product innovativeness, product advantage, new product success and new product performance through the database and recorded the correlation coefficients , sample size , reliability and industry of this studies. We constructed the relationship of variables with new product success and analyze how to affect new product performance by structural equations model (SEM).
The conclusion of this research points out the importance of environment and strategy variables. The result is revealed as follows. First, market potential and competitive intensity have a significant relationship with NPS. Second, product advantage mediates the relation of market orientation and NPS. Third, strategy variables affect both product advantage and product innovativeness. Fourth, Newness-to-market have a positive relationship with NPS.
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