Abstract

In enterprises, innovation, marketing, and product design should closely coordinate each other. Past studies did find some practical actions for product design in enterprises so as to reach the expected performance in new product development. But literature regarding the relationships among innovation, marketing, and design strategies for new product development is limited. In this study, a theoretical model was built up by the analysis of the literature related to enterprise innovation, marketing, design strategies, and new product development performance for the pilot questionnaire survey. 1300 enterprises from the database of the Taiwan electronic and computer industry were randomly chosen as the subject pool for the formal survey. In two longitudinal surveys, the managers for new product policy in these companies were interviewed. In the first survey, situations regarding the marketing, innovation, and design strategies of the enterprise were investigated, from which 350 effective questionnaires were gathered. After a year of the introduction of new products in the market place, a second survey was conducted for the collection of new product development performance, from which 270 enterprises returned and were used for further analysis. The structural equation model (SEM) and fitness of the observed data were analyzed. A proper goodness of fit has been found for the correlation theoretical model and observed data for innovation, marketing, design strategies and new product development performance in enterprises. The innovation and marketing strategies in an enterprise will influence the performance of new product development through design strategy. Among them, design strategy serves as an independent variable and an intervening variable for new product development performance. Results from this study were also compared and contrasted with those from past studies in theoretical and practical design domains in terms of innovation, marketing, and product design.

Keywords

marketing strategy, innovation strategy, design strategy, NPD performance

COinS
 
Jul 1st, 12:00 AM

A Longitudinal Study on the Effects of Innovation, Marketing Strategy on Product Design and New Product Development Performance

In enterprises, innovation, marketing, and product design should closely coordinate each other. Past studies did find some practical actions for product design in enterprises so as to reach the expected performance in new product development. But literature regarding the relationships among innovation, marketing, and design strategies for new product development is limited. In this study, a theoretical model was built up by the analysis of the literature related to enterprise innovation, marketing, design strategies, and new product development performance for the pilot questionnaire survey. 1300 enterprises from the database of the Taiwan electronic and computer industry were randomly chosen as the subject pool for the formal survey. In two longitudinal surveys, the managers for new product policy in these companies were interviewed. In the first survey, situations regarding the marketing, innovation, and design strategies of the enterprise were investigated, from which 350 effective questionnaires were gathered. After a year of the introduction of new products in the market place, a second survey was conducted for the collection of new product development performance, from which 270 enterprises returned and were used for further analysis. The structural equation model (SEM) and fitness of the observed data were analyzed. A proper goodness of fit has been found for the correlation theoretical model and observed data for innovation, marketing, design strategies and new product development performance in enterprises. The innovation and marketing strategies in an enterprise will influence the performance of new product development through design strategy. Among them, design strategy serves as an independent variable and an intervening variable for new product development performance. Results from this study were also compared and contrasted with those from past studies in theoretical and practical design domains in terms of innovation, marketing, and product design.

 

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