行銷與創新在這個動態改變的環境中比起以往更加的重要，能夠滿足客戶需求的創新產品對組織來說已成為一個重要的課題。客戶導向的組織必須在了解客戶所傳達的渴望上投入更多的精力，並發展能夠符合客戶需求的產品或服務。因此，與客戶之間的資訊分享對組織來說變得變成一個很重要的課題。本篇研究將以技術與分享意圖的層面共同去探討資訊分享的議題。此外，對於非正式治理機制對於跨組織資訊分享的影響也是本研究著重的議題之一，本研究的目的是探索客戶導向、跨組織資訊分享、供應商與買家關係對新產品績效與組織績效的影響，並進一步探討新產品績效是否對組織績效產生影響。 我們以2013年度台灣前一千大製造業為資料蒐集的來源並驗證本研究所建立的假說。研究結果顯示，客戶導向與跨組織資訊分享對新產品績效正向相關，供應商與買家關係、跨組織資訊分享與新產品績效則對組職績效正向相關。本研究的結果在理論面與實務面都為這些效用提供一個更好的解釋。 ;Marketing and innovation are more important than ever in the dynamic changing environment. Innovation that is able to meet the customer requirements has become one of the most important issues for firms. A customer oriented organization must put more focus on understanding the expressed desire of the customers and on developing products and services that satisfy those desires. Therefore, information sharing among customers becomes an important issue for firms. This research will view the information sharing issue in both the technical dimension and willingness dimension. Moreover, investigating whether informal governance mechanisms would have an influence on inter-firm information sharing is also an important issue in this study. The object of this study is to explore the effects of customer orientation, inter-firm information sharing, and supplier-buyer relationship on new product performance and firm performance. Moreover, this study also investigates whether new product performance would have an influence on firm performance. The study collects data survey from top 1000 Taiwanese manufacturing firms to test the hypotheses. The result shows that customer orientation and inter-firm information sharing are positive associated with new product performance, and supplier-buyer relationship, inter-firm information sharing, and new product performance are positive associated with firm performance. Our results provide both theoretical and practical implications that contribute to a better understanding of the effects.
