顾客参与对新产品开发绩效的影响:动态能力的中介机制

The Empirical Study of the Impact Path of Customer Participations to New Product Performance:the Mediating Mechanism of the Dynamic Capability

企业不断研发出符合顾客需求的新产品是其保持竞争优势的关键。顾客参与对新产品开发起到积极作用已得到证实,但顾客参与对新产品开发绩效的影响机制与路径的相关研究较少。本文基于动态能力视角,构建了顾客参与-动态能力-新产品开发绩效的全新理论模型,采用多元回归方法对233份有效问卷进行了实证分析。研究表明,顾客参与对动态能力、新产品开发绩效均有显著的积极影响;动态能力各维度对新产品开发绩效起到积极促进作用;组织变革能力、资源整合能力、学习能力和战略隔绝机制都在顾客参与和新产品开发绩效关系中起到部分中介作用。

As science and technology development ,the product life is more and more short and the capacity of new product development becomes a key factor of an enterprise performance. But very uncertainties exist in the in- novation event and the failure ratio of new product development is very high, the main reason is that the customer role during new product development and the innovation enthusiasm and capacity are ignored. The customer is a buyer and a user and a final referee, their buying behavior is scale to judge if a new product development is suc- cess. The actively role of customer participation in a new product development has been confirmed, but the related research of the impact mechanism and path about customer participation performance in a new product development is less. The existing researches usually focus on the direct action and lack the indirect action about customer partici- pation performance in a new product development. The customer is a node in the informal network based on the dy- namic capacity, the impact mechanism and path about customer participation performance in a new product develop- ment are studied and A new theory model is developed by integrating the customer participation and the dynamic ca- pability and the new product performance and the multiple regression method is used to deal with 233 valid ques- tionnaires. The results show that the customer participation has a significant positive impact to the dynamic capabili- ty and the new product performance, the dynamic capability has a full mediating impact between the customer par- ticipation and the new product performance, in which the organizational change capability and the strategic isolation capability and the resources integrating capability and the learning capability have a full mediating impact between the customer participation and the new product performance. The results will provide a theoretical basis for new product development and a guide for innovation and a reference to enhance the competitive advantage. If an enter- prise wants to develop new product to meet customer needs, the dynamic capacity building and customer participa- tion mechanism must be focused. Enterprises must be aware that dynamic capabilities＇ building is a long and diffi- cult process. Enterprises should focus on the abilities of three aspects, including organizational design, organizational learning and human resource management. Enterprises should actively seek new dynamic capabilities. In terms of customer participation, first of all, enterprises should actively establish mechanisms for sharing information and knowledge between enterprises and customers, to provide customers with a variety of platforms and ways to partici- pate. Second, enterprises should also take a variety of incentives to stimulate the enthusiasm of customer participa- tion. Third, enterprises attract customers to participate, in addition to the amount of emphasis on participation, but al- so to pay attention to the quality of customer participation, with particular emphasis on the active participation of leading attract customers. In addition, an enterprise should pay attention to some risks in advocating customer partic- ipation. An enterprise tries to choose some honest and trustworthy customers in choosing customer group participat- ing product innovation, some mechanisms should be built to clear the rights and responsibilities between customer and enterprise.