| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 99 === In face of fierce marketing competition, for the sake of survival and competitive advantage, companies need to develop the new product or enhance existing value-added products to improve their competitiveness. Therefore, in order to achieve the growth performance goal company needs to develop the new products.
Based on literature review, the study proposed that in order to achieve high growth performance companies have to invest in four core resources, that is R&D, marketing, financial and process improvement.
Survey method was used to collect the data, 100 questionnaires were mailed to Soochow university EMBA students, 80 effective questionnaires were received.
Based on the received questionnaires using multiple regression analysis it was found that in high tech industry marketing and financial resources significantly affected the new product development performance, and the R&D and process improvement did not show the significant effect on the new product development performance. In traditional industry it was found that R&D and financial resources significantly affected the new product development performance, and marketing and process improvement did not show the significant effect on the new product development performance.
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