Product Innovation and New Product Performance: The Moderating Effects of Environmental Turbulence and Launch Proficiency
碩士 === 國立臺北大學 === 企業管理學系 === 103 === Reviewing the previous literature, they failed to explain the relationship between product innovation and new product performance well and the empirical research also showed differences and ambiguities. So the main objectives of this research are exploring whethe...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2015
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| Online Access: | http://ndltd.ncl.edu.tw/handle/bt435z |
| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 103 === Reviewing the previous literature, they failed to explain the relationship between product innovation and new product performance well and the empirical research also showed differences and ambiguities. So the main objectives of this research are exploring whether under the moderation of environmental turbulence and launch proficiency, the relationship between product innovativeness & new product performance will show a significant effect. In this paper, the sampling method is purposing sampling method, and the sample is from the Taiwanese manufacturing firms. The employees and employers in the companies involved in the new product programs are chosen to be the respondents. The data collection methods are mainly by mail and on-site interviews. This study employs a hierarchical regression analysis to test the hypotheses.
The results of this study show that (1) Competitive intensity positively moderate the effect of product innovation on the new product performance; (2) Launch proficiency positively moderate the effect of product innovation on the new product performance; (3) Technical turbulence negatively moderate the effect of product innovation on the new product performance.
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