摘要
产品创新是经济发展的推动力,也是企业可持续发展和保持竞争优势的重要手段。企业的创新决策取向,将引导产品开发团队开发不同类型的创新产品,而不同类型的创新产品,会为企业带来不同的创新绩效。创新决策取向、产品创新度、创新绩效三者的匹配,是产品创新管理的重要课题。
本文在总结产品创新度测度研究和创新决策取向、产品创新度、创新绩效关系链研究的基础上,构建了包含不连续创新度和连续创新度的产品创新度体系,并建立相关的“创新决策取向——产品创新度——创新绩效”关系模型。以我国机床制造企业为对象,进行问卷调查,采用统计分析方法,对创新决策取向、产品创新度、创新绩效关系模型各要素的关系进行了实证分析。
首先,本文将创新的不连续性概念应用到产品创新度的定义中,构建了包含不连续度、连续度、不连续优势、连续优势4个要素的产品创新度体系,提出以客户导向、市场导向两种创新决策取向为因变量,产品创新度4个要素为中介变量,创新绩效为白变量的关系模型,并且对模型中的各主要变量的含义进行描述与界定,为实证分析奠定基础。
根据关系模型各个主要变量的定义,设计调查问卷,收集我国机床产品创新项目的数据,采用结构方程模型分析方法,对关系模型各要素间的联系进行实证分析。分析结果表明,不连续度、连续度、不连续优势、连续优势是4个独立而相关的要素。不同规模和所有权的企业所推出的创新产品,都表现出类似的要素相关关系。
产品创新度与创新绩效关系的统计分析证实,产品的不连续度和连续度,分别促进不连续优势和连续优势的提升,连续优势高的产品能带来更高的创新绩效。相反,调查数据并未显示产品的不连续优势对创新绩效产生正面影响。另一方面,创新产品的不连续度除了促进不连续优势外,也对连续度和连续优势产生促进作用。不连续创新产品在连续创新的配合下,能够抵消不连续度对客户可能带来的负面效果。
创新决策取向与产品创新度关系的统计分析证实,在产品项目层面,客户导向对不连续度具有促进作用,但对连续度不产生影响；市场导向则对不连续度和连续度均不产生影响。
采用回归分析方法,对市场波动和技术波动两种环境波动因素对关系链的调节作用进行分析表明,调节作用只集中在不连续优势与创新绩效的关系上,连续优势与创新绩效的关系,不受企业所处的环境所影响。
Product innovation is one of the key driving forces behind economic development. It is also vitally important to the development and sustainment of competitive advantages of firms. The strategic orientation settings of a firm drive its new product development team to develop products with different innovativeness qualities, and different level of product innovativeness will in turn bring about different level of performance. The performance implication of matching strategic orientation to product innovativeness is therefore a major theme of product innovation management research.
Based on the literature review of product innovativeness measurement and the strategic orientation-product innovativeness-innovation performance correlation chain, this thesis has postulated a product innovativeness construct that comprises of continuity and discontinuity constructs, and use the construct to build a strategic orientation-product innovativeness-innovation performance correlation chain. An empirical study using questionnaire survey was designed and conducted on a panel of Chinese machine-tools manufacturing firms. Survey results were statistically analysis to assess the correlation between elements of strategic orientation, product innovativeness and innovation performance.
Firstly, the concept of discontinuity was applied to the definition of product innovativeness to generate a product innovativeness construct that comprise of discontinuousness, discontinuous advantage, continuousness, and continuous advantage. Using the construct, this thesis proposed a correlation model that comprise of market orientation and customer orientation as antecedents, the four product innovation elements as mediating factors, and product innovation as consequence. Working definitions of the factors in the model were specified to enable empirical analysis.
Questionnaire was designed following the factor definitions to collect machine-tools product development project data. Structural Equation Modelling was used to calculate the magnitude and direction of correlation between factor pairs. Analysis results show that discontinuousness, discontinuous advantage, continuousness, and continuous advantage are independent and interrelated elements of product innovativeness. The interrelations are independent of firm size and ownership.
Statistical analysis of the survey data confirmed that discontinuousness and continuousness have positive effect on discontinuous advantage and continuous advantage respectively. Continuous advantage positively affected innovation performance, while discontinuous advantage had no effect. Discontinuousness positively affected continuousness and continuous advantage, which implied that with the presence of continuous innovation, discontinuous innovation can enhance performance. The analysis also confirmed that customer orientation positively affect discontinuousness, while market orientation has no effect on any constituent factor of product innovativeness.
Hiarchical regression analysis of the survey data confirmed that both technology turbulence and the customer turbulence element of market turbulence negatively moderate the discontinuous advantage-performance correlation.
引文
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11资料来源：2008年中国机床工具行业发展综述.中国机床工具工业年鉴.2009：3-39
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