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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/65178

    Title: 顧客導向與新產品開發績效相關之研究
    Authors: 張毓庭;Chang,Yu-ting
    Contributors: 企業管理學系
    Keywords: 顧客導向;環境不確定性;產品創新類型;新產品開發;customer orientation;environmental uncertainty;product innovation;new product development
    Date: 2014-07-25
    Issue Date: 2014-10-15 14:42:41 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 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。
    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。
    ;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.
    Appears in Collections:[企業管理研究所] 博碩士論文

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