顾客知识开发对新产品绩效的影响研究
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摘要
在竞争日益激烈的今天,厂商如果要获得长期的竞争地位,就应当不断地开发出新的产品。新产品开发是一个知识密集型过程,需要耗费企业大量的资金。但是新产品开发的成功率依然很低,这就不得不使企业考虑如何降低新产品失败率的问题。所以,它就自然成为了学者们和企业家共同关注的焦点问题。影响新产品绩效的因素有很多种,但是以顾客知识开发为视角来探讨新产品绩效的文献几乎没有。企业应当怎样不断开发及了解顾客的需求及偏好,以及怎样妥善处理顾客知识开发及开发新产品能力二者之间的结合问题来提升新产品开发的成功率,使企业获得长期的竞争优势。这对研究新产品开发的学者以及企业家们都是一个现实中存在的挑战。因而研究顾客知识开发对新产品绩效的影响在理论及实践方面意义都非常重大。
本文首先通过对相关文献的研究与分析,综述了顾客知识获取、顾客知识整合、已有知识积累及新产品开发绩效四个变量。发现国内企业在顾客知识开发对新产品绩效的影响研究还处在初步的阶段,大多文献是对二者关系进行理论的阐述,实证研究二者关系的文献几乎没有。本文旨在构建关于这四个变量的研究模型,提出相应的研究假设,对二者关系进行实证研究；
其次,本文以河南省的98家企业为研究对象,运用SPSS18.0对收集到的数据进行处理与分析,实证研究了顾客知识开发和新产品绩效的关系。其中,运用相关分析和多元逐步回归分析方法,揭示了顾客知识获取、顾客知识整合的相关程度以及二者对新产品绩效的影响程度,验证了本研究所提出的6个假设；
最后,对本文进行总结,得出的结论如下所示：1.构建了我国经济背景下顾客知识开发及新产品开发绩效的概念模型；2.顾客知识获取对顾客知识整合具有显著的正向作用；3.顾客知识获取和顾客知识整合都对新产品开发绩效具有正向影响作用；4.顾客知识整合通过顾客知识获取间接影响新产品开发绩效；5.发现了已有知识积累对顾客知识获取与顾客知识整合二者正相关关系的正向调节作用；6.已有知识积累正向调节顾客知识获取和新产品开发绩效的正相关关系。
Nowadays, competition is increasingly intensive, to obtain a long-term competitive position, enterprises have to develop new product all the time. New Product Development is a knowledge-intensive process; it needs spend a lot of money. However, the success rate of New Product Development is very low, which leads to the enterprises consider the problem of reducing the failure rate of new products. Therefore, the problem naturally becomes scholars and enterprises' common focus. There are many factors affected new product performance, but the perspective of customer knowledge development to explore new product performance has almost no literature, enterprises and scholars both face the challenges:to obtain long-term competitive advantage, how enterprise should continue and develop customers'needs and desires, how enterprise properly handle the combination of customer knowledge development and the enterprises' development capacity. Therefore, the study of customer knowledge development's impact on new product performance has a very important theoretical and practical significance.
First of all, from the study and analysis of the previous literature, an overview of four variables--customer knowledge acquisition, customer knowledge integration, existing knowledge accumulation and new product development performance, meantime, we found that domestic enterprises' study between customer knowledge development and new product performance still remain in the primary stage, most of the studies only elaborate their theoretical relationship, there has almost no study examine their empirical relationship, this paper aims to construct a conceptual model of four variables, proposal the study's hypothesizes;
Secondly, the paper uses Henan Province's98enterprises as the research's object, uses the statistical software SPSS18.0analyze the collected data, studies the empirical relationship between customer knowledge development and new product performance, among them, the use of customer correlation analysis and multiple regression analysis reveal that:Customer knowledge acquisition and customer knowledge integration's relevance, both them have a positive impact on new product development, examines the proposed6hypotheses;
Finally, we summarize the article, the conclusion as follows:First, construct a conceptual model between customer knowledge development and new product performance in the context of China's economic; second, customer knowledge acquisition has a positive effect on customer knowledge integration; third, both customer knowledge acquisition and customer knowledge integration have a positive impact on new product performance; fourth, customer knowledge integration has an indirect impact on customer knowledge acquisition and new product performance's positive effect; fifth, existing knowledge accumulation positively regulates the customer knowledge acquisition and new product performance's positive effect; sixth, existing knowledge accumulation positively regulates the customer knowledge acquisition and new product performance's positive effect.
本文首先通过对相关文献的研究与分析,综述了顾客知识获取、顾客知识整合、已有知识积累及新产品开发绩效四个变量。发现国内企业在顾客知识开发对新产品绩效的影响研究还处在初步的阶段,大多文献是对二者关系进行理论的阐述,实证研究二者关系的文献几乎没有。本文旨在构建关于这四个变量的研究模型,提出相应的研究假设,对二者关系进行实证研究；
其次,本文以河南省的98家企业为研究对象,运用SPSS18.0对收集到的数据进行处理与分析,实证研究了顾客知识开发和新产品绩效的关系。其中,运用相关分析和多元逐步回归分析方法,揭示了顾客知识获取、顾客知识整合的相关程度以及二者对新产品绩效的影响程度,验证了本研究所提出的6个假设；
最后,对本文进行总结,得出的结论如下所示：1.构建了我国经济背景下顾客知识开发及新产品开发绩效的概念模型；2.顾客知识获取对顾客知识整合具有显著的正向作用；3.顾客知识获取和顾客知识整合都对新产品开发绩效具有正向影响作用；4.顾客知识整合通过顾客知识获取间接影响新产品开发绩效；5.发现了已有知识积累对顾客知识获取与顾客知识整合二者正相关关系的正向调节作用；6.已有知识积累正向调节顾客知识获取和新产品开发绩效的正相关关系。
Nowadays, competition is increasingly intensive, to obtain a long-term competitive position, enterprises have to develop new product all the time. New Product Development is a knowledge-intensive process; it needs spend a lot of money. However, the success rate of New Product Development is very low, which leads to the enterprises consider the problem of reducing the failure rate of new products. Therefore, the problem naturally becomes scholars and enterprises' common focus. There are many factors affected new product performance, but the perspective of customer knowledge development to explore new product performance has almost no literature, enterprises and scholars both face the challenges:to obtain long-term competitive advantage, how enterprise should continue and develop customers'needs and desires, how enterprise properly handle the combination of customer knowledge development and the enterprises' development capacity. Therefore, the study of customer knowledge development's impact on new product performance has a very important theoretical and practical significance.
First of all, from the study and analysis of the previous literature, an overview of four variables--customer knowledge acquisition, customer knowledge integration, existing knowledge accumulation and new product development performance, meantime, we found that domestic enterprises' study between customer knowledge development and new product performance still remain in the primary stage, most of the studies only elaborate their theoretical relationship, there has almost no study examine their empirical relationship, this paper aims to construct a conceptual model of four variables, proposal the study's hypothesizes;
Secondly, the paper uses Henan Province's98enterprises as the research's object, uses the statistical software SPSS18.0analyze the collected data, studies the empirical relationship between customer knowledge development and new product performance, among them, the use of customer correlation analysis and multiple regression analysis reveal that:Customer knowledge acquisition and customer knowledge integration's relevance, both them have a positive impact on new product development, examines the proposed6hypotheses;
Finally, we summarize the article, the conclusion as follows:First, construct a conceptual model between customer knowledge development and new product performance in the context of China's economic; second, customer knowledge acquisition has a positive effect on customer knowledge integration; third, both customer knowledge acquisition and customer knowledge integration have a positive impact on new product performance; fourth, customer knowledge integration has an indirect impact on customer knowledge acquisition and new product performance's positive effect; fifth, existing knowledge accumulation positively regulates the customer knowledge acquisition and new product performance's positive effect; sixth, existing knowledge accumulation positively regulates the customer knowledge acquisition and new product performance's positive effect.
引文
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[2]Drake, Booker, Heitger.. New product development:How cost information Precision Affects Designer Focus and Behavior in a multiple Objective Setting [J].Behavioral Research in Accounting,2007,19:19-32
[3]Hollins, Plaugh. How New Product Strategies Impact on Performance [J].Industrial Marketing Management,1990,35(3):38-42
[4]Brown Shona, Eisenhardt Kathleen M. Product development:Past research, present findings, and future directions[J].The academy of Management Review,1995,20(2):363-368
[5]Ernst, H. Success factors of new product development-a review of the empirical literature [J].Intemational Manage Review,2002,4(1):21-38
[6]Henard, D.H.& Szymanski D.M. Why some new products are more successful than others [J].Marketing Research,2001,38(3),372-375
[7]Gruner, K., Homburg, C. Does customer interaction enhance new product success [J]. Business Research,2000,49(1):9-12
[8]Joshi, Sharma. Customer knowledge development:antecedents and impact on new product performance [J]. Journal of Marketing,2004,68(4):49-53
[9]Li, Calantone. The impact of market knowledge competence on new product advantage: Conceptualization and empirical examination[J]. Journal of Marketing,1998,17-25
[10]Cooper, Robert G. Product Leadership:Creating and Launching Superior New Products [M].MA:Perseus Books,1998
[11]Grant RM. Toward to a Knowledge-Based Theory of the firm[J].Strategic Management Journal,1993,14:39-43
[12]Cohen, Levinthal. Absorptive capacity:A new respective on learning and innovation[J]. Administrative Science Quarterly,1990,35 (1):135-142
[13]Rollions M, Halinen A. Customer knowledge Management Competence:Towards a Theoretical Framework [C].Hawaii,2005
[14]Day GS. Managing market relationships[J].Academy of Marketing Science Journal,2000, 28 (1):26-30
[15]Davenport TH, Harris JG, Kohli AK. How do they know their customers so well [J].MIT Sloan Management Review,2001, (12):66-73
[16]Wayland RE, Cole PC. Customer Connections:New Strategies for Growth[M]:Harvard Business School Press,1997
[17]Hamel G, Prahalad CK. Corporate Imagination and Expeditionary Marketing[J]. Harvard Business Review,1991,87-92
[18]Speece, Suwannapom. Cultural Mix and Success Factors in New Product Development:An example from the Thai Food Processing Industry [J].Journal of Aisa Pacific Marketing,2004
[19]Prahalad CK, Ramaswamy V. Co-creation experiences:The next practice in value creation[J]. Journal of Interactive Marketing,2004,18 (3):5-12
[20]Leonard, Sensiper S. The role of tacit knowledge in group innovation[J]. California Management Review,1998,40 (3):112-132
[21]Gibbert H, Leibold M, Prost G. Five styles of customer knowledge management, and how smart companies use them to create value[J].European Management Journal,2002,20(5): 459-467
[22]Paquette RS. Customer knowledge management systems supporting innovation [C]. Toronto, Canada,2004,14-16
[23]Lane PJ, Laubatkin M. Relative absorptive capacity and inter-organizational learning [J].Strategic Management Journal,1998,19:471-477
[24]Rowley J. Eight questions for customer knowledge management in e-business[J]. Journal of Knowledge Management,2002,6 (5):500-507
[25]Helena YR, Erkko A, Sapienza HJ. Social Capital, Knowledge Acquisition, and Knowledge Exploitation in Young Technology-Based Firms[J]. Strategic Management Journal,2001,22: 597-612
[26]Von Hipper, Thomke S. Customers as Innovators[J].Harvard Business Review,2002
[27]Troy, Szymanski, Varadarajan. Generating New Product Ideas:An Initial Investigation of the role of Market Information and Organizational Characteristics [J]. Journal of Marketing Science,2001,29:89-99
[28]Huper George P. Organizational Learning:The Contributing Processes and The Literatures [J].Organizational Science,1991,2:98-105
[29]Lynn, Gary S., Joseph G Morone, Albert S. Paulson. Marketing and Discontinuous Innovation:The Probe and Learn Process[J].California Management Review,1996,3
[30]朱秀梅,姜洋,卢清伟等.知识管理过程对新产品开发绩效的影响研究[J].管理工程学报,2011,11(4)：113-119
[31]汪涛,郭锐.顾客参与对新产品开发作用机理研究[J].科学学研究,2010,9(28)
[32]汪涛,崔楠,卢勤.顾客依赖及其对顾客参与新产品开发的影响[J].管理科学,2009,22(3)：65-66
[33]姚山季,王永贵,来尧静.顾客参与新产品开发及其影响结果的综述[J].科技管理研究,2011,7
[34]陈力,宣国良.顾客知识整合对新产品开发绩效的影响[J].科学学研究,2007,25(1)：147-149
[35]陈羽.驱动市场导向、顾客知识获取与新产品创新绩效的关系研究[D].[博士学位论文].广州：华南理工大学,2012
[36]卢清伟.团队特征、知识管理对新产品开发绩效的影响研究[D].[博士学位论文].长春：吉林大学,2010
[37]钱丽萍,喻子达.新产品开发创意源泉-来自海尔的案例分析[J].管理工程学报,2009
[38]王伟,黄瑞华.顾客知识管理及其对竞争优势的贡献[J].科学学与科学技术管理,2006,10
[39]简兆权,吴隆增,董广茂.基于知识管理的新产品开发影响因素实证研究[J].科研管理,2010,31(11)：97-99
[40]邹农基,冯俊文.客户知识管理与企业竞争优势[J].科技进步与对策,2008,4
[41]张婧,段艳玲.我国制造型企业市场导向和创新导向对新产品绩效的实证研究[J].南开管理评论,2010,13(1)：81-89
[42]江旭,高山行.外部知识获取、新产品开发与企业绩效关系的实证研究[J].研究与发展管理,2008,20(5)：72-76
[43]王伟.战略导向对顾客知识能力的影响研究[J].中国工业经济,2010,5
[44]汪华林.顾客知识管理能力对新产品绩效的影响研究[J].科技进步与对策,2006,8
[45]韩飞.互动导向、创新能力和新产品绩效之间的关系研究[D].[博士学位论文].长春：吉林大学,2012
[46]郭贤达,孙瑾,吴坚等.顾客导向和创新导向对企业绩效的影响机制研究[J].南开管理评论,2009,12(3)：67-68
[47]钟鸣长.市场导向、动态能力与新产品绩效开发[J].宜宾学院学报,2010,10(8)：47-48
[48]Cohen, Levinthal. Absorptive Capacity:A New Perspective on Learning and Innovation [J].Administrative Science Quarterly.1990.35 (1):136-150
[49]Brockman, Morgan. The Role of Existing Knowledge in New Product Innovativeness and Performance[J]. Decision Sciences,2003,34 (2):395-409
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