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基于资源基础论和资源依赖理论的双重视角,考察了营销资源和技术资源对创业型企业新产品开发绩效的驱动机制,发现在不考虑市场类型和产品类型时,营销与技术资源对新产品开发绩效均具有正向驱动效应。将市场和产品类型变量纳入后,发现驱动资源产生了权变效应,具体的,当创业型企业在新兴市场上推出突破性新产品时,营销资源和技术资源具有替代效应,而当创业型企业在成熟市场上推出渐进性新产品时,营销资源和技术资源则具有互补效应。同时,提出了驱动资源对新产品开发绩效互补与替代效应的数理判定模型。最后,总结了主要结论及理论贡献,对创业型企业新产品开发实践的管理价值、研究不足和今后进一步研究的方向做了概括描述。
Based on the dual perspectives of resource-based theory and resource-dependent theory, the driving mechanism of marketing resources and technical resources on the development performance of new products in start-up enterprises was investigated. It is found that marketing and technical resources are of great importance to the development of new products without considering market types and product types Performance has a positive drive effect. After incorporating market and product type variables, it is found that driven resources have a contingency effect. Specifically, marketing resources and technical resources have a substitution effect when startups launch breakthrough new products in emerging markets. Marketing products and technology resources have complementary effects when push-to-market new products are introduced in mature markets. At the same time, it puts forward a mathematical judgment model that drives the complementation and substitution effect of resources on new product development performance. Finally, the author summarizes the main conclusions and theoretical contributions, and gives a general description of the management value of new product development practice, the lack of research and the direction of further research in the future.