The Relationship between New Product Launch Speed and Firm Performance in Multimarket Contact- The Moderating Role of the Number of Competitive Response

• Main Authors: Yu-Pei Huang, 黃雨霈
• Other Authors: Yu-Ching Chiao
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/p9xx35

碩士 === 國立中興大學 === 企業管理學系所 === 101 === The issue of competitive dynamics breaks through the thinking of strategic management. It uses new perspective to research the competitive figure within the industry, and it becomes a critical issue for the strategic management domain. Moreover, because the customer’s requirement has changed rapidly, firms needs to satisfy customer’s requirement constantly and rapidly for releasing the new conformed product and service to abstract the customer. Therefore, the research will combine multimarket contact with the interactions of competitive dynamics, and propose the conception of new product in the marketing domain, and further research the implication behind the competitive actions firms. This study takes top 4 chain convenience stores as the samples in Taiwan, which are 7-ELEVEN, FAMILY MART, HI-LIFE and OK, collects the news related to competitive interactions between these stores in 2005 to 2012, and further divides the news of 8 years into 96 months. Data are reached from Knowledge Management Winner (KMW), which discloses data of convenience stores. Moreover, for convenience store’s competitive actions, this study retrieves relative news from KMW, and then employs “structured content analysis” to construct competitive action database of top 4 chain convenience stores and differentiate actions between 12 types. In conclusion, the study uses competitive dynamics perspective review whether firm uses much more creative competitive actions while contacting more multi-market, and brings up better effects for firms, or if there is different results, using AMC perspective to research the implication to complete the analysis. The empirical results show that: (1) a negative relationship between the degree of multimarket contact and new product launch speed; (2) a positive relationship between new product launch speed and firm performance; (3) competitors’ action number can strengthen the positive relationship between the degree of multimarket contact and new product launch speed; (4) competitors’ action number can not negative the positive relationship between new product launch speed and firm performance.