創新導向與公司能力之調和作用對新產品開發績效之影響：台灣生物科技產業之實證研究

The Moderating Effects of Innovative Orientation and Firm Capability on New Product Development Performance: Evidence from Taiwanese Biotech Industry

10.30132/JER.200809.0003

蘇友珊(Yu-Shan Su)；張朝惟(Chao-Wei Chang)

創新導向 ； 公司能力 ； 新產品開發績效 ； 生物科技產業 ； Innovative Orientation ； Firm Capability ； New Product Development Performance ； Biotechnology Industry

創業管理研究

3卷3期（2008 / 09 / 01）

67 - 102

繁體中文

本研究主要是探討公司能力、夥伴關係、市場導向、創新導向及高階管理團隊支持對新產品開發績效的影響。本研究以問卷針對台灣從事新產品開發的生物科技公司進行調查。本研究結果發現：公司能力裡的行銷能力與研發能力皆對新產品開發績效有顯著的正向影響，且公司能力也正向調和夥伴關係、市場導向兩變數對新產品開發績效的影響。夥伴關係中僅有顧客夥伴關係對新產品開發績效有顯著正向影響。市場導向之情報傳播與回應性對新產品開發績效分別有顯著負向與正向影響。創新導向對新產品開發績效沒有直接效果，但正向調和其他四個變數對新產品開發績效的影響。本研究為後續致力於新產品開發及生物科技產業之研究，提出具體之貢獻。

This study discusses the effects of top management team, market orientation and innovative orientation and partnership and firm capability on new product development (NPD) performance. We survey Taiwanese biotechnology firms with high level of new product development. The major findings of this study include: Firstly, the direct effects of marketing and R&D capability on the NPD performance are supported positively; firm capabiliby also positively moderates partnership and market orientation. The direct effect of customer partnership on the NPD performance is positively supported. Thirdly, intelligence dissemination and responsiveness of market orientation on the NPD performance are supported negatively and positively. Finally, there is no direct effect of innovation orientation on the NPD performance; innovation orientation positively moderates the other four independent variables. This study contributes to the future research of NPD and biotechnology industry.