市场导向与新产品开发速度:供应商网络的调节作用

Market Orientation and New Product Development Speed:The Role of Suppliers Network

围绕企业市场导向和新产品开发关系的研究,现有文献主要强调市场导向对新产品创新性和绩效的影响,但是对市场导向和新产品开发速度的关系很少关注.研究探讨了企业市场导向对新产品开发速度的作用机制,并在整合市场导向理论和网络理论的基础上,就企业所在供应商网络的嵌入特征和构成特征如何调节市场导向与新产品开发速度的关系进行了深入分析.通过对中国制造行业209家企业的问卷调查数据进行实证分析,结果表明,市场导向促进企业新产品开发的速度;供应商网络的关系嵌入正向调节市场导向与企业新产品开发速度的关系;而供应商网络结构嵌入、技术差异以及地理差异均负向调节市场导向与企业新产品开发速度的关系.

Focusing on the relation between firm＇s market orientation and new product development, current research emphasizes market orientation affects the creation and performance of new product development. It firstly analyzed mechanisms between them. Based on the combination of market orientation theory and network theory, it further ex- plored how embedded characteristics and composition characteristics of suppliers＇ network moderate the relationship be- tween market orientation and new product development speed. Through surveys of 209 manufacturers in China, based on multiple regression analysis of empirical research, the results suggest that market orientation improves new product development speed, and relational embeddedness of suppliers＇ network positively moderates the relationship between them, whereas structural embeddedness, technological and geographical difference negatively moderates the relationship between them.