| 完全创新产品的市场进入与管理-一个市场导向的观点 |
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| 引用本文： | Volker Trommsdorff,Katrin Talke.完全创新产品的市场进入与管理-一个市场导向的观点[J].科研管理,2004,25(Z1):125-132. |
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| 作者姓名： | Volker Trommsdorff Katrin Talke |
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| 作者单位： | Volker Trommsdorff（Technical University of Berlin）
Katrin Talke（Technical University of Berlin） |
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| 摘 要： | 本文研究的目的是确定市场开发活动对NPD项目绩效的影响.假设为(a)市场进入战略及活动会直接提高创新绩效;(b)市场进入战略在对内外部市场开发活动不断熟悉的基础上正直接影响着创新绩效;(c)内部市场开发战略是在不断熟悉外部市场开发活动的基础上来提高创新绩效的;(d)市场进入过程中创新绩效的效果取决于创新的程度.为了证明假设的合理性,我们利用特定的测量模型建立了有效可靠的方法对134个NPD项目的数据进行收集和分析,然后根据路径模型验证创新的主要影响因素并对所提出的假设进行了大量的回归分析.结果表明市场进入活动对于NPD项目绩效有很大的影响,特别是市场开发战略及外部市场的开发活动会明显提高NPD项目的绩效.
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| 关 键 词： | 市场开发 产品进入 市场导向 基础创新 创新程度 |
| 文章编号： | 1000-2995(2004)增-008-0125 |
Managing the Market Launch of Radical Innovations A Market Oriented Perspective |
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| Volker Trommsdorff,Katrin Talke.Managing the Market Launch of Radical Innovations A Market Oriented Perspective[J].Science Research Management,2004,25(Z1):125-132. |
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| Authors: | Volker Trommsdorff Katrin Talke |
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| Abstract: | It is the aim of this study to investigate the effects of market oriented launch activities on a NPD project performance. It is hypothesized (a) that market oriented introduction strategies and operations improve innovation performance directly, (b) that market oriented launch strategies are indirectly driving performance via more proficient internally and externally directed launch operations, (c) that internally directed market oriented launch strategies improve innovation performance by promoting the proficiency of externally directed launch operations, and (d) that the strength of the direct performance effects of the market introduction activities is moderated by the degree of innovativeness. In order to test our hypotheses we collected and analyzed data from 134 NPD projects using a measurement model to establish valid and reliable constructs and then performing a path model to test main effects and a multiple moderated regression analysis for our moderator hypotheses. In sum, our results suggest that market oriented introduction activities are important predictors of NPD project performance. Specifically, launch strategies and externally directed launch operations prove to enhance a NPD project's performance significantly.Moreover, empirical support is lent to all indirect performance effects of the launch activities. Contrary to our hypotheses, we detected only limited moderating effects of innovativeness, as merely the performance relationship of internally directed launch operations seems to be moderated by the degree of innovativeness . |
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| Keywords: | market launch product introduction market orientation radical innovations degree of innovativeness |
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