在現今快速變動的產業環境，新產品開發的成功與否關係到公司的利潤，更關係到公司的成長，沒有新產品的公司等於失去競爭的動能，過去的文獻主要專注在探討市場導向與新產品開發績效之間的關係，多數企業也認為市場導向能有效提高新產品開發績效，本研究視現今的產品業狀況，消費者意識的抬頭，市場逐漸由買方主導，因此特別將顧客導向從市場導向中提出，做更細部的探討。 實行顧客導向固然重要，但在企業資源有限的前提下，應審視產品專案的情況，將資源投注在最有效提高效能的地方，故研究本旨在探討不同的程度的環境不確定性與產品創新類型下，最適的顧客導向行為為何。實證結果顯示如下: 一.採用不同的顧客導向行為皆能提升新產品開發績效。 二.在不同程度的環境不確定性下，採用不同的顧客導向行為對於提高新產品開發 績效的效果無顯著的差別。 三.若產品屬於漸進式創新，顧客導向行為中的顧客參與程度越高，越能提高新產品開發績效。 四.若產品屬於急遽式創新，顧客導向行為中的顧客參與程度越高，新產品開發績效則無顯著提高。 ;With the rapidly changing industry environment, new product is one of major growing power to the enterprise. Reviewing the literatures, it is easy to find that so many papers aim to the relationship between market orientation and new product development.In the practice, most of managers also agree implementing market orientation is effective to promote new product development performance.According to the trend of customer-driven market,this study focus on the customer orientation instead of market orientation.
Although it is important to implement the customer orientation, every enterprise encounter premise that the resourse is limit. As a result, this study would probe what magnitude of environmental uncertainty and different king of product innovation for what customer orientation behaviors.The empirical result is followed: 1. Every kind of customer orientation behaviors is effective to promote new product development performance. 2. In varied magnitude of environmental uncertainty, the effect of different customer orientation behaviors on promoting new product development performance is indifferent. 3. The positive effect of customer involvement in design on new product performance will be strengthened as incremental product innovation capability increases. 4. The positive effect of customer involvement in design on new product performance will be weakened as radical product innovation capability increases.
