公司資源與市場特性對新產品上市策略之影響-─以台灣IC設計業為例_

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題名：	公司資源與市場特性對新產品上市策略之影響-─以台灣IC設計業為例
作者：	謝明宏
作者(外文)：	Hsieh, Ming-hung
校院名稱：	國立臺北大學
系所名稱：	企業管理學系
指導教授：	黃營杉方文昌
學位類別：	博士
出版日期：	2003
主題關鍵詞：	新產品；上市策略；資源構形；市場特性；New Product；Launch Strategies；Resource Configuration；Market Characteristics
原始連結：	連回原系統網址
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本研究經過文獻整理後，針對新產品上市策略理論模式中尚待釐清的幾個研究缺口作進一步的研究與探討，以使新產品上市策略的影響前因、內容與績效之模型能更為完整。本研究利用內在環境因素（如公司資源構形），與外在環境因素（如市場特性）作為影響新產品上市策略之前因，以單一產業-台灣IC設計業為調查對象，利用個案研究與大規模實證兩階段之研究方法，嘗試去回答兩個研究問題：（一）瞭解台灣IC設計業是否有不同的上市策略類型?與(二) 瞭解影響新產品上市策略之環境因素--公司資源與市場特性之影響為何?
經過對工研院與8家IC設計業之前期個案訪談與95家IC設計業者之問卷調查，本研究獲得以下結果：
（一）台灣IC設計業的確存在著不同的上市策略類型，分別是技術領先型、大量行銷或模仿型與產品創新型。
（二）台灣IC設計業新產品上市的外部市場特性多屬以下兩種：低競爭介入期市場以及高競爭成長期市場。
（三）台灣IC設計業之內部資源構形可分為IDM資源群，差異化服務群以及社會網路策略群。
（四）公司資源與市場特性此二內外部環境因素對新產品上市策略之選擇的確有顯著之影響，主要是當市場特性處於低競爭介入期時，差異化服務群會運用產品創新型上市策略;社會網路策略群會運用模仿或大量行銷型上市策略。
本研究主要之研究貢獻主要在對於過去研究缺口之補強，並與過去研究模型之串連與呼應、研究設計之多方驗證與干擾因素之控制等，以下分述之：
(一)新產品上市是新產品研發最後且耗費資源最多的活動，本研究針對過去研究之不足，且在台灣曾進行過的類似研究與文獻也相當缺乏情形下，運用完整的個案研究與大規模實證二階段之研究方法完成，可作為未來後續新產品上市策略之參考與基礎。
(二)在架構上彙總過去對策略有所影響的環境因素，並以較少為人探討之資源構形觀點，合理地連結這些因素與新產品上市策略類型之關係，使新產品上市策略之前因、內涵與後續之績效整個研究模式更為完整。
(三)在研究設計之過程中，並利用多次業界訪談之機會，對上市策略與上市戰術之內容重新分類與定義，以提昇上市策略之內涵一致性，並提供後續研究者在相同的基準上方便比較實證間之異同。
(四)在樣本收集上，為了避免行業特性或技術差異等可能的干擾因素，本研究僅對台灣IC 設計業工業產品做調查，避免了估計及檢定上的錯誤。

以文找文

New product launch involves significant dedication of time, money and managerial resources（Hultink, Griffin, Hart, & Robben, 1997）. How to gain fast and smooth market acceptance after long product development is a critical issue for many Taiwanese firms nowadays. This paper, exploring the new product launch strategies of Taiwanese IC design industry, an industry with relatively high R & D profiles, attempts to shed some light on two research questions. First, are there any different new product launch strategies in Taiwanese IC design industries? If yes, what are they? Secondly, what roles do firm resources and market-product characteristics play in new product launch strategies in Taiwanese IC design industries?
After investigation utilizing multiple case studies research methods and 95 IC designing firms participated in a questionnaire survey, several finding are discovered:
New product launch strategies in Taiwanese IC design industries can be furthered categorized into 3 different types, namely, product innovators, technology leaders, mass-marketers and would-be me-toos. However, the characteristics of each type are slightly different from their counterparts demonstrating in Hultink’s research (Hultink, et. al. 1997). Also, from the standpoint of resource configurations, the Taiwanese IC design firms are clustered into three subgroups: IDM resource group, differentiated service group, and social network and strategic group. As external product-market factors blend in and interact with different resource configurations, these two dimensions of factors indicate two important influences in Taiwanese IC new product launch strategies.

以文找文

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10.	臺灣運動用品業者社會網絡互動型態之研究
11.	從資源基礎觀點探討台灣紡織產業製造業服務化之關鍵資源要素
12.	企業組織於環境不確定性、訓練品質系統與組織績效關係之研究
13.	探討台灣OEM/ODM廠商之產業定位對經營績效的影響
14.	公司價值與無形資產之非線性研究－以台灣生物科技產業為例
15.	大學合併政策執行之個案研究

1.	觀光暨旅遊個案分析
2.	休閒產業管理：實務分析與理論運用
3.	財務管理個案：策略與分析(系列三)
4.	民營化策略
5.	博物館教育媒體與觀眾研究
6.	管理哲學與管理策略：新世紀全球化管理思維之實踐
7.	大學國際化評鑑
8.	學校經營與管理新興議題研究
9.	學校組織創新氣候與經營成效之關係 : 以高職研究為例
10.	跨越疆界 : 華語媒體的區域競爭
11.	產業組織與管理
12.	供應鏈跨組織合作與管理
13.	大學經營文化創意產業園區之研究
14.	新設校校園整體規劃之策略思考--議題、構面與取向
15.	初探北宜高速公路通車對宜蘭民宿業者經營策略的影響

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