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題名:新產品發展過程之資源配置與績效之關係--以我國製造業為例
作者:鍾志明
作者(外文):Chung, Chih-ming
校院名稱:國立政治大學
系所名稱:企業管理學系
指導教授:賴士葆
吳豐祥
學位類別:博士
出版日期:1999
主題關鍵詞:新產品新產品發展過程資源配置績效新產品策略New ProductNPD processresources allocationperformancenew product strategy
原始連結:連回原系統網址new window
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  Takeuchi與Nonaka (1986)的研究指出,新產品對利潤的貢獻由七十年代的四分之一提升至八十年代的三分之一;Haas(1989)則指出,在美國的製造業中,有40%的營收來自新產品的銷售,32%的利潤亦來自於新產品的貢獻新產品對利潤的貢獻;而國內相關研究也有類似的結果。雖然新產品的開發上市對公司的貢獻如此大,但相對上,新產品的失敗率也相當高;Booz,Allen 與 Hamilton(1982)估計消費品失敗率約30%,工業品約為40%;Edgett等(1992)調查在英國的本土與日本廠商,發現英國廠商的新產品失敗率為45.7%,日本為40.2%,並認為產品的失敗率三十年來沒有明顯的改善,若從創意的產生到上市評估,則失敗率更高(須滕文德,民80)。新產品發展過程之管理為新產品成功的重要因素之一,但過去文獻多僅及於新產品發展過程之完整性,對於新產品發展過程之資源配置的研究較少,影響資源配置型態之因素為何?以及資源配置型態與新產品發展績效之關係為何?此關係又將受那些情境因素影響?即為本研究的主要動機。
經由文獻探討後,本研究將影響新產品發展過程資源配置之因素分為四大類:產品的創新性、新產品策略、組織規模、環境因素。除研究新產品發展過程資源配置之影響因素外,綜合其他學者之研究,發現資源配置與新產品之績效有顯著的關係存在,故本研究亦將延續此一主軸,更進一步發掘資源配置與各影響因素之配合對新產品發展績效之衝擊。
  由於本研究所研究之部份主題牽涉公司之商業機密,且資源投入之衡量需由相當經驗之主管人員填答,因此本研究將採用便利抽樣之方式,尋求有意願配合之廠商,進行本研究之問卷調查。總計發出348份問卷(包括郵寄與親自發放),實際回收167份問卷,去除資料填答不全之無效問卷35份,實際有效問卷為132份,回收率為38%。
  本研究以新產品發展過程之資源配置的結果進行分群,經由集群分析後,可區分為三種不同的資源負荷集群:「市場資源負荷型」、「技術資源負荷型」、「製造資源負荷型」。然後再以因素分析,從新產品策略、組織資源及環境因素此三大類可能影響因素、19題問項中,萃取出7個因素,再分析此七因素及產品創新性之影響。
  研究發現,影響新產品發展過程之資源配置型態的因素則包括:「產品創新性」、「市場需求的成長與規模」、「新產品策略」、「產品特性」、「可用研發資源」及「競爭優勢」。「組織資源」及「新產品開發成本」對資源配置型態並無顯著影響。由此結果可發現,組織資源的多寡並非資源配置決策者所考慮的主要因素之一,反而應該是組織資源的配置決策過程或決策的組織等組織特質較有可能影響資源的配置。
  本研究以資源配置型態為自變數,以整體績效為應變數進行分析,結果發現「市場資源配置」型態的新產品發展績效明顯高於「製造資源配置」,而「技術資源配置」型態的新產品發展績效則介於其中,檢定結果並不顯著。而此一關係又受到下列情境因素的影響:「產品創新性」、「產品特性」、「競爭優勢」及「新產品開發成本」。
The contribution of new product is more and more important for the growth of company today, but the rate of failure of new products is at least 30% (Booz, Allen and Hamilton, 1982; Edgett et al., 1992). There-fore, the management of new product development (NPD) process must be devoted more attention. There were many researches discussing NPD process, but it''s hard to find out the researches regarding the resources allocation of NPD process. Resources allocation is a important part of implementation of new product strategy. This study identifies three type of resources allocation of NPD process: Market-resources-load, Tech-nology-resources-load, Manufacturing-resources-load. In addition, the factors influencing the choice of the type of resources allocation includes: the degree of innovation of new product, the growth and the size of market demand, new product strategy, features of new product, available R&D resources, relative competitive advantage. According to the evaluation of respondents, the performance of Market-resources-load resources allocation is better than others, but this relation is contingent under different situations such as the degree of innovation of new product, features of new product, relative competitive advantage, the cost of developing new product.
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