市场导向对新产品开发速度的影响——兼论合作方向的调节作用

The Influence of Market Orientation on the Speed of New Product Development--the Moderating Effect of Cooperation Types

在需求不断变化的网络经济时代,有效的产品迭代和更新面临着巨大的挑战,快速的新产品开发成为企业维持竞争优势的关键。市场导向往往被视为推动新产品开发速度的重要因素。通过构建市场导向、合作方向和新产品开发速度的理论框架,在厘清不同市场导向、不同合作方向与新产品开发速度之间关系的基础上,对247个样本企业进行回归分析,结果表明:反应性市场导向正向影响新产品开发速度,横向合作比纵向合作更有利于强化反应性市场导向对新产品开发速度的正向影响;先动性市场导向正向影响新产品开发速度,纵向合作比横向合作更有利于强化先动性市场导向对新产品开发速度的正向影响。

In the era of the network economy with constantly changing demand,effective product updating is faced with great challenges,and rapid new product development is the key for enterprises to maintain their competitive advantages.Market orientation is often regarded as an important driving force of new product development speed.By building a theoretical framework of market orientation,cooperation type and new product development speed,we first clarify the relationship among the three factors and make a regression analysis of 247 sample enterprises.The results show that reactive market orientation has a positive impact on the speed of new product development,and horizontal alliances can strengthen this relationship more than vertical alliances;proactive market orientation has a positive impact on the speed of new product development,and vertical alliances can strengthen this relationship more than horizontal alliances.