| Summary: | 博士 === 國立臺北大學 === 企業管理學系 === 100 === New product success is recognized as a principal goal to the long-term success of a firm. Product innovation performance and its antecedents thus become a leading-edge issue in new product development (NPD) literature. Reviewing from literature, many studies had suggested that cross-functional collaboration, market knowledge (including breadth, depth, tacitness, and specificity), and knowledge integration mechanisms (KIMs) are the potent drivers of product innovation performance. In addition, recent research shows that KIMs mediate the relationship between cross-functional collaboration and product innovation performance, as well as the relationship between market knowledge and product innovation performance; however, prior empirical result shows that this mediation effect seems to be rather weak for a large sample size. Thus, given both the theoretical viewpoint and the empirical evidence, this study suggests that some factors may involve within the relationships; this study then develops a moderated mediation (MOME) model to argue that such a mediating effect is moderated by product innovativeness.
A sample of 261 manufacturing firms is utilized and examined by hierarchical regression analysis in this study. A moderated mediation approach show that both the effects of cross-functional collaboration and market knowledge depth on product innovation performance through the mediator (KIMs) vary in magnitude as a function of product innovativeness. Next, further examination is implemented based on prior research (Garcia & Calantone, 2002) to examine the moderating effect of product innovativeness separately from the industry perspective and from the firm perspective. The findings reveal different effects by distinct perspective of product innovativeness. These different findings signify the importance of KIMs in understanding the NPD management issues. These results also mark the significance of the distinction of product innovativeness in order to understand the mediating role of KIMs in the NPD process.
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