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題名：新產品開發之研究–探索、開發與雙軌並行之觀點
作者：李其容
作者(外文)：Ci-Rong Li
校院名稱：國立東華大學
系所名稱：企業管理學系
指導教授：褚志鵬
學位類別：博士
出版日期：2010
主題關鍵詞：市場導向；科技創新；組織雙元性；組織學習；technological innovation；organizational ambidexterity；market orientation；organization learning
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While the importance of pursuing organizational ambidexterity has often been highlighted in various management fields, much more remains to be understood about how to achieve ambidexterity in product development and, more important, how to manage conflicting demands to synchronize concurrent exploration of new knowledge and exploitation of existing capabilities during the processes of new product development. With this research we aim to address several of the aforementioned gaps in the research, to provide more insight in successfully managing exploration and exploitation under new product development.
This dissertation develops a multiple study framework that investigates market orientation, radical and exploitative innovations, exploratory and exploitative learning, and new product development performance. This research has not only examined how to configure the two learning of exploration and exploitation to result in higher levels of new product development performance, but has also examined the influence of firm-level market orientation on firm-level and project-level exploration and exploitation. In other words, this dissertation questioned whether the assumption of resource incompatibility between exploration and exploitation exist on the project-level and what is the optimal way combining project-level exploration and exploitation. Additionally, it has examined how firm-level market orientation develops firm-level exploratory innovations and exploitation innovations. And then, this dissertation provided the first empirical study that has examined the contextual effect of firm-level market orientation on the relationship project-level exploratory-exploitative learning and new product development performance. According to the results of this dissertation, this dissertation informs managers and practitioners on important issues regarding how to configuration project-level exploratory and exploitative learning on the process of new product development and managing the effect of market orientation on exploration and exploitation.
While the importance of pursuing organizational ambidexterity has often been highlighted in various management fields, much more remains to be understood about how to achieve ambidexterity in product development and, more important, how to manage conflicting demands to synchronize concurrent exploration of new knowledge and exploitation of existing capabilities during the processes of new product development. With this research we aim to address several of the aforementioned gaps in the research, to provide more insight in successfully managing exploration and exploitation under new product development.
This dissertation develops a multiple study framework that investigates market orientation, radical and exploitative innovations, exploratory and exploitative learning, and new product development performance. This research has not only examined how to configure the two learning of exploration and exploitation to result in higher levels of new product development performance, but has also examined the influence of firm-level market orientation on firm-level and project-level exploration and exploitation. In other words, this dissertation questioned whether the assumption of resource incompatibility between exploration and exploitation exist on the project-level and what is the optimal way combining project-level exploration and exploitation. Additionally, it has examined how firm-level market orientation develops firm-level exploratory innovations and exploitation innovations. And then, this dissertation provided the first empirical study that has examined the contextual effect of firm-level market orientation on the relationship project-level exploratory-exploitative learning and new product development performance. According to the results of this dissertation, this dissertation informs managers and practitioners on important issues regarding how to configuration project-level exploratory and exploitative learning on the process of new product development and managing the effect of market orientation on exploration and exploitation.
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