臺灣博碩士論文加值系統

由於成功的新產品發展與商品是公司存活的根本，代表著競爭的焦點以及競爭優勢的來源。當新產品管理依據不同程度的技術熟練度、行銷熟練度、新行銷活動需求程度等條件而進行調整，則新產品發展成功的可能性會最大，不同產品創新程度下，決定新產品於網路銷售的成功或失敗是否有所差異？本研究試圖建立模型以探討三者之間的關係。
研究對象，以行政院經濟部中小企業處所辦理之「中小企業創新研究獎」歷屆獲獎之國內中小企業之企業主為研究對象，採用問卷調查及E-mail方式收集資料；以SPSS統計套裝軟體進行各項資料分析。
研究發現：網路行銷策略與新產品於網路銷售成功具有顯著之相關性；產品創新程度與新產品於網路銷售成功具有顯著之相關性；網路行銷策略與產品創新程度具有顯著之相關性。
關鍵字：產品創新程度、網路行銷策略、新產品於網路銷售成功、
技術熟練度、行銷熟練度、新行銷活動需求程度。

The development of new products and merchandise are the successful of company survive at all. Also behalf the focus of compete with and competition advantage source. As new product administers in accordance with different degree “Technical Synergy”, “Marketing Proficiency”, “New Marketing Actuation Demanding Degree” and so on condition and proceeding adjust. The possibility of succeeding on new product development will become higher than before. Different product innovatory extent down, Deciding new product in E-marketing the success or fail whether have differentia? The research try to seek and establish mold according to three interpersonal appertain.
Research object： In accordance with The Executive Yuan of the Republic of China the Ministry of Economic Affairs “SMEA”（Small and Medium Enterprise Administration）domestic all previous sessions obtain prize of small and medium enterprises as research objects, Adoption questionnaire enquires and E-mail mode collect data; Research adoption SPSS statistics software package proceeding every data analysis.
Research finding: E-Marketing policy and New product in
E-Marketing success degree with have conspicuous correlativity.
Product Innovativeness and New product in E-Marketing success
degree with have conspicuous correlativity. E-Marketing policy and Product Innovativeness with have conspicuous correlativity.
Key words：Product Innovativeness, E-marketing Policy, Innovation on Network Market Success, Technical Synergy, Marketing Proficiency, New Marketing Actuation Demanding Degree

封面內頁
簽名頁
授權書 ----------------------------------------------- iii
中文摘要 --------------------------------------------- iv
英文摘要 --------------------------------------------- v
誌謝 ------------------------------------------------- vi
目錄 ------------------------------------------------- vii
圖目錄 ----------------------------------------------- xi
表目錄 ----------------------------------------------- xii
1. 緒論
1.1 研究背景與動機 ---------------------------------- 1
1.2 研究目的 ---------------------------------------- 6
1.3 研究流程 ---------------------------------------- 7
1.3.1 研究程序 -------------------------------------- 7
1.3.2 研究架構 -------------------------------------- 10
1.4 論文結構 ---------------------------------------- 10
2. 文獻探討
2.1 網路行銷之定義 ---------------------------------- 12
2.2 網路行銷特性 ------------------------------------ 14
2.3 網路行銷策略 ------------------------------------ 14
2.3.1 產品 ----------------------------------------- 15
2.3.2 價格 ----------------------------------------- 15
2.3.3 促銷 ----------------------------------------- 16
2.3.4 通路 ----------------------------------------- 16
2.3.5 市場區隔 ------------------------------------- 17
2.3.6 個化性 --------------------------------------- 17
2.3.7 付款 ----------------------------------------- 17
2.3.8 拉播與推播 ----------------------------------- 18
2.4 網路行銷與傳統行銷之比較 ------------------------ 18
2.4.1 網路行銷的模式 ------------------------------- 18
2.4.2 網路行銷與傳統行銷組合之比較 ----------------- 20
2.4.3 網路行銷的優點與缺點 ------------------------- 22
2.4.4 電子商務與傳統行銷通路的功能比較 ------------- 24
2.5 產品創新 ---------------------------------------- 28
2.5.1 產品創新之定義 ------------------------------- 28
2.5.2 產品創新程度 --------------------------------- 29
2.6 新產品於網路銷售成功度 -------------------------- 33
3. 研究方法
3.1 研究架構 ---------------------------------------- 40
3.2 變數之操作型定義與衡量 -------------------------- 41
3.2.1 網路行銷策略決定因素之衡量 ------------------- 41
3.2.2 產品創新程度之衡量 --------------------------- 43
3.2.3 新產品發展績效之衡量 ------------------------- 44
3.3 問卷設計 ---------------------------------------- 44
3.4 研究對象與抽樣範圍 ------------------------------ 45
3.5 問卷回收----------------------------------------- 46
3.6 資料分析方法及步驟 ------------------------------ 47
4. 資料分析
4.1 樣本資料整理 ------------------------------------ 50
4.1.1 資料檢驗 ------------------------------------- 51
4.1.2 基本資料分析 --------------------------------- 51
4.2 研究變數之因素分析------------------------------- 56
4.2.1 網路行銷策略決定因素之因素分析 --------------- 57
4.2.2 產品創新程度之因素分析 ----------------------- 59
4.2.3 新產品於網路銷售成功度之因素分析 ------------- 61
4.3 信度檢定 ---------------------------------------- 62
4.3.1 網路行銷策略決定因素之信度檢定 --------------- 63
4.3.2 產品創新程度決定因素之信度檢定 --------------- 64
4.3.3 新產品於網路銷售成功度因素之信度檢定 --------- 65
4.4 徑路分析 ---------------------------------------- 66
5. 結論與建議
5.1 研究限制 ---------------------------------------- 73
5.2 研究結果 ---------------------------------------- 75
5.3 研究結論 ---------------------------------------- 76
5.3.1 網路行銷策略決定因素對新產品於網路銷售成功度之影響 ----------------------------------------------------------- 77
5.3.2 產品創新程度對新產品於網路銷售成功度之影響 ------------------------------------------------------------------- 77
5.3.3 產品創新程度對網路行銷策略與新產品於網路銷售成功度間之影響 --------------------------------------------------- 78
5.4 後續研究建議------------------------------------- 78
參考文獻 --------------------------------------------- 81
附錄1 初始問卷 --------------------------------------- 94
附錄2 正式問卷 --------------------------------------- 97

1、中文部份：
1.方文昌(2002)，網路行銷，Judy Strauss,Raymond Frost著，台北：智勝文化事業。
2.方世榮(1998)統計學導論，台北：華泰文化事業。
3.方珍玲(1999)，「網路行銷之發展與流通策略分析」。出處http://icm.cm.nsysu.edu.tw/yang/schedule.htm。
4.台灣科技大學電子商務研究中心(2001)http://ecrg.ba.ntust.edu.te/ecbook-intro/tech/chol.htm。
5.余國維(1997)，「消費者特性與產品特性對網際網路購物意願之影響」，成功大學交通管理科學研究所碩士論文。
6.吳奕軍(1998)，「從傳統行銷出發看網路行銷」，突破雜誌，98-101頁。
7.吳思華(1998)，「知識流通對產業創新的影響」，產業科技研討會論文集，頁2-42。
8.吳明隆(2003)SPSS 統計應用學習實務－問卷分析與應用統計，台北：知城數位科技。
9.吳明隆(2003)SPSS 統計應用實務，台北：松崗電腦圖書。
10.呂鴻德(1992)，技術策略、功能互動與產品創新績效關係之研究資訊電子業成長階段之模式，國立台灣大學商館研究所為出版之博士論文。
11.李宛穎(1999)，「線上銷售考量因素之研究」，中山大學企業管理 研究所碩士論文。
12.林俊役(1997)「WWW使用者網路購物因素之研究」，國立政治大學企業管理學系研究所碩士論文。
13.林至鴻(2000)，輔仁大學管理研究所影響知識整合機制因素與新產品開發績效關係之研究碩士論文。
14.林傑斌、劉明德(2003)SPSS與11.0 統計模式建構，台北：文魁資訊。
15.邱皓政(民89)，「認知需求、刺激尋求動機、社會焦慮與個人創造性關係研究」，私立輔仁大學應用心理學研究所，碩士論文。
16.邱皓政(民89),量化研究與統計分析:SPSS中文視窗版資料分析範例解析”,台北市:五南圖書股份有限公司。
17.馬維楊(1996)，「新竹科學園區科技產業發展績效評估」，台灣經濟金融月刊，第32卷，第10期。
18.翁明祥(1994)，「企業技術創新策略、政府鼓勵企業研發政策與企業技術創新績效之研究」，中山管理評論，第2卷，第4期。
19.張仕諭、翁明祥(1997)，「技術能力、管理能力與產品創新績效關係之研究」，產業科技發展研討會案例暨論文集。
20.張紹勳，張紹評，林秀娟(民89)，SPSS for Windows多變量統計分析，台北：松崗電腦圖書。
21.張紹勳(1999)，「網際網路使用者消費行為模式之實證研究」，出處http://icm.cm.nsysu.edu.tw/yang/schedule.htm。
22.張紹勳(民89)，「網際網路行銷之成功模式」，中華管理評論，vol.3，No2,17-38。
23.張紹勳(民90)，企業對消費者電子商務之關係品質模式，廣告學研究，16集。
24.張紹勳(民90)，”研究方法”,台中市:滄海書局。
25.郭木興(2001)電子商務理論與技術，台北：碁峰資訊。
26. 「資策會2001年我國網際網路用戶數調查統計」，http://www.find.org.tw。
27.楊忠川(1999)，電子商業與網路行銷，台北：智勝文化事業。
28.楊伯千、楊千(1999)，「應用軟體開發委外與績效」，資訊管理學報，第5卷，第2期。
29.經濟部技術處「產業電子化指標與標準研究」科專計劃資策會ECRE-FIND經濟部(2001)，E-Commerce網際網路商業應用計劃，http://www.ec.org.tw。
30.劉玉琰(2001)行銷學理論與實務，編著，台北：智勝文化事業
31.「蕃薯藤2001網路調查」，http//survey.yam.com.tw/。
32.賴士葆(1989)，「研究發展/行銷互動與產品發展績效相關之研究」，收於賴士葆篇，科技管理論文集，大葉文教基金會，頁95-147。
33.賴士葆(1989)，「科技技略與新產品發展績效相關之研究」，科技管理論文集，大葉文教基金會。
34.賴香菊(1997)，「全球資訊網上智慧型銷售服務系統參考架構之研究」，大葉學報 6(1)，15-26。
35.譚瑞琨、張明雄(1995)，「競爭策略、技術創新策略配合與經營績效之關係-以石化業為例」，科技管理論文集。
2、英文部份
1.Alba, Joseph, John Lynch, Barton Weitz, Chris Janiszewski, Richard Lutz,Alan Sawyer &Stacy Wood(1997),〝Interactive Home Shopping: Consumer , Retailer , and Manufacture Incentives to Participate in Electronic Marketplace.〞Journal of Marketing, vol.61, pp.38-53.
2.Angelides,M.C.(1997),Implementing the Internet for business:A global marketing opportunity, International Journal of Information Management, 17(6), pp.405-419.
3.Auger,P. & Gallaugher,J.M.(1997).Factors affecting the adoption of and Internet-based sales presence for small business, The Information Society, 13(1),pp.55-74.
4.Barczak, G.,(1994), 〝Gaining Superior Performance of new products in the telecommunications industry. 〞Journal of Business & Industrial Marketing, 9(4), pp.19-32.
5. Barczak, G.,(1995),〝New product Strategy, Structure, Process,and Performance in the Telecommunications Industry〞,Journal of Product Innovation Management, Vol.12, pp.224-234.
6. Baer, W. S.,(1998),〝Will the Internet Bring Electronic Service to the Home？〞,Bysubess strategy Review,Vol.9,No.1, pp.29-36.
7. Belch, M.,(1997), 〝 Internet Exercises to Accompany Introduction to Advertising and Promotion〞, Mc Graw Hill Higher Education, Whitby.
8.Bhatia,D.(2001).Beyond the one-to-one future, Target Marketing,24(2), pp.109-113.
9. Bloch, M.& Segev, A,(1999), The Impact of Electronic Commerce on the Travel Industry, an Analysis Methodology and Case Study, Proceedings of the 30th Hawaii International Conference on System Sciences (HICSS), January.
10.Booz,Allen & Hamilton(1982),〝New Product Management for 1980’s〞.
11.Boyd, Brain k.,(1991),〝Strategic Planning and Financial Performance: A Meta-Analysic Review,〞Journal of Management Studies,〞Vol.28,No.4, pp.353-374.
12.Churchill,Gilbert A.,JR.(1979).”A Paradigm for Developing Better Measures of Marketing Constructs”,Journal of Marketing Research,16(February),pp.64-73.
13.Clark, J. (1997).Internationl marketing and national character: A culture-free dimensions of culture, Journal of Cross-Cultural Psychologhy,18,pp.143-164.
14.Clark,K.B. and Wheelwright, S. C., (1993)Managing New Product and Process Development, New York:Free Press.
15.Cooper, R. G.,(1985), 〝Industrial Firms New Product Strategies〞, Journal of Business Research, Vol.13, pp.107-121.
16.Cooper, R. G.,(1987), and Kleinschmidt, E. T., 〝Success Factors in Product Innovation,〞Industrial Marketing Management,(6), pp.249-262.
17.Cooper, R. G. and E. J. , Kleinschmidt(1987),〝What Makes a New Product a Winner: Success Factors at the Project Level,〞R&D Management,Vol.17,pp.175-190.
18.Cooper, R. G.,( 1984),〝 The Strategy- Performance Link in Product Innovation 〞, R&D Management, Vol.84,pp.247-259.
19.Cooper, R. G., and Kleinschmidt, E. J.,(1987),〝Benchmarking the Firm’s Critical Success Factors in New York〞 Success Factor in Product Innovation〞, Research Technology Managemnet, Vol.16,pp.215-223.
20.Cooper, R. G.,and Kleinschmidt,E.J.,(1995),”Benchmarking the Firm’s Critical Success Factors in New Product Development” ,Journal of Product Innovation Management, Vol.12,pp.274-391.
21.Covin, Jaffrey(1991),〝Entrepreneurial versus conservative firms: A comparison of strategies and performance, 〞Journal of Management Studies, Vol.28, Iss.5,pp.439-462.
22.Danneels, Erwin and Kleinschmidt, Elko J.,(2001),〝Product Innovativeness form the firm’s perspective: Its dimensions and their relation with project selection and performance,〞 Journal of Product Innovation Management, (18),pp.357-373.
23.Datta, S., Kwan & Segev A. (1998),”Business Transformation in Electronic Commerce:A Study of Sectioral and Regional Trends.”European Management Journal, 16(5),pp.466-476.
24.Datta, S. and A. Segev(1999),”Business Transformation on the Internet,”European Management Journal,17(5),pp.466-476.
25.Deephouse,C.,T. Mukhopadhyay, D. R. Goldenson, and M. I. Kellner(1995),〝Software processes and project performance〞,Journal of Management Information Systems, Vol.12 ,No.3 ,pp.187-205.
26.Dutta,S.,Kwan,S.& Segev, A. (1998), Business transformation in electronic, commerce:A study of sectoral and regional trends, European Management Journal, 16(5),pp.540-551.
27.Dwyer,F.R. & Oh,S.(1991),Output sector munificence effects on the internal political economy of marketing channels, Journal of Marketing Research, 24(4),pp.347-358.
28.Engel, James F., Roger D. Blackwell, and David T. Kollat.(1992),Comsumer Behavior, 8th ed., The International Edition:The Dryden Press, Harcourt Brace College Publisher.
29.Forrest Research (2000).http://www.forrester.com/
30.Forrest Research (2000).http://www.jup.com/home.jsp
31.Forno,R. & Feinbloom,W.(2001).PKI:A question of trust and value, communication of the ACM,44(6),120
32.Gogan. J. L.,(1997),〝The Web’s Impact on Seling Techniques: Historucal Perspective and early observations.〞, International Journal of Electronic Commerce, Vol.1,No.2,pp.89-108.
33.Gruner, K. E. and Homburg, C.,(2000), 〝 Does Customer Interaction Enhance New Product Success？〞,Journal of Business Research, Vol.49,pp.1-14.
34.Hair,J.,Anderson,R.,Tatham R., and Black W.,（1995） Multimriate Data Analysis, Upper Saddle River, NI:Prentice-Hall.
35.Hair,J.F.,R.E.Anderson,R.L.Tatham and W. C. Black(1992) ,Multivariate Data Analysis with Readings, New York:Macmillan.
36.Hauptman, O.,(1990),〝The Different Roles of Communication in Software Development and Hardware R&D: Phenomenologic Paradox or Atheoretical Empiricism？〞, Journal of Engineering & Technology Management,pp.49-71.
37.Hoffman. Donna L. & Thomas P. Novark(1996),〝A New Marketing Paradigm for Electronic Commerce.〞 The Information Society.
38.Hoffman & Novak (1996).Marketing in hypermedia computer-mediated environment:Conceptual foundations, Journal of Marketing,(60): pp.50-68.
39.Hoffman,Donna L., Novak, Thomas, P. ,Chatterjee. ,(1995) ”Commercial Scenarios for the web: Opportunities and Challenges” [Online].,Available:http://www 20000/ogsm.vanderbilt.edu
40.Hoffman, Danna L., Novak, Thomas, P., Chatterjee,(1995), 〝Commercial Scenarios for the Web: Opportunities and challenge〞, Available:http//www20000.ogsm.vanderbilt.edu
41.Hoffman, D. L.,Novak, T. P.,and Chatterjee, P.,(1995),〝Commercial Scenarios for the Web:Opportunities and Challenges,〞Project 2000:Research Program on Marketing in Computer-Mediated Environments, Owen Graduate School of Management.
42.Hoffman, Donna L,Thomas P Novak, and Marcos Peralta(1999),”Building Consumer Trust in Oline Environment: The Case for Information Privacy.” Communication of the ACM, 42(4),PP:80-85.
43.Hopkins, D. S.,(1980),〝New Products Winners and Losers〞, The Conference Board report,No.733.
44.Hopkins, D. S.,(1981),〝New product winner and lossers,〞Research Management, Vol.24,pp.12-17.
45.Janal, D. S.,(1995),〝Online Marketing Handbook-How to Sell, Advertise,Publicize,and Promote. Your Product and Services on Inernet and Commericial Online Systems.〞,Van Nostrand.
46.Johnson, J. D., Donohue, W. A., Atkin, C. K., & Johnson. S.,(1994),〝Differences Between Formal and Informational Communication Channel., 〞Journal of Business Communication. 31(2),pp.111-126.
47.Johnson,Dan (1956),”Who’s on the Internet and Why “,Tge Futurist, Washington,32(6),pp.11-12.
48.Jones, Gareth R., Jennifer M. George, and Charles W. L. Hill (2000),Contemporary Management, Mc-Graw Hill.
49.Kekre,S., M. S. Krishnan, and K. Srinivasan(1995),〝Drivers of customer satisfaction for software products: implications for design and service support〞,Management Science, Vol.41,No.9,pp.1456-1470.
50.Keeler,Len L.,(1995),Cybermarketing: Internet E-mail Cd-rom Oline Service Edi Advertising Market Research Publicity Sales Consumer Service and More.
51.Keegan, Daniel P., Robert G., Eiler and Jones, Charles R.,(1899), 〝 Are your performance measure obsolete,〞Management Accounting, Vol.70, Iss.12,pp.45-50.
52.Kim B. Clark(1989),〝Project Scope and Project Performance 〞Management Science,pp.1247-1263.
53.Kim, Linsu and Lim Yooncheol（1988）, 〝Environment, generic strategies and performance in a rapidly developing country: A taxonomic approach,〞 Academy of Management Journal, Vol.31, Iss.4,pp.802-827
54.Kleinschmidt, E. T. and Cooper, R. G.,(1991),〝The Impat of Product Innovativeness on Performance,〞Journal of Product Innovation Management ,(8) ,pp.240-251.
55.Kotha,S.(1998),”Competing on the Internet: The Case of Amazon.com,”European Management Journal,16(2),212-231
56.Kotler. Philip(1998),〝Marketing Management: Analysis, Planning, Implementation, and control.〞,9th ed.,台北:東華書局.
57.Kuczmarski, Y. D.,(1998),〝Success isn’t Always Its Own Reword-Big Bucjs Help〞, Marketing News,pp.10.
58.Levitt,T.,(1965)”Exploit the Product Life Cycle”,Harvard Business Review, November-December,pp.81-94
59.Lee, H. G & Clark, T. H.(1997), Market Process Reengineering through Electronic Market Systems:Opportunities and Challenges, Journal of Management information System,13(3),pp.113-136.
60.Lee,H. G.(1998),”Do Electronic Marketplaces Lower the price of Goods？”Communications of the ACM,41(1),pp.73-80
61.Liddy,E.D.(2001). Information security and sharing, Online,25(3),pp.28-30.
62.Lynch,A.J.,Weitz,B.,Janiszewski,C.,Lutz,R.,Sawyer,A. & Wood, S.(1997).Interactive home shopping: consumer, retailer, and manufacture incentives to participate in electronic markeplaces, Journal of Marketing,61(2),pp.38-53.
63.Mauptman, O.,(1990),〝The Different Roles of Communication in Software Development and Hardware R&D: Phenomenologic Paradox or Atheoretical Empiricism？〞,Journal of Engineering & Technology Management, pp.49-71.
64.Michatl X,Song and Mark E., Parry(1999),〝challenges of Manageting the Development of Breakthrough Products in Janpan〞,Journal of Operations Management 17,pp.669.
65.Miller, A. and Dess G. G.,(1993),〝Assessing Poter’s (1980) model in terms of Business Stratery,〞The Journal of Management Studies, Vol.30, Iss.4,pp.553-585.
66.Olson, Eric M., Walker, Onille C., and Ruekert, Robert W.,(1995),〝Organizing for Effective New Product Development: The Moderating Role of Product Innovativness,〞Journal of Marketing, Vol.59,pp.48-62.
67.Olson, Eric M; Orville C Walker Jr; Ruekert Robert W; Bonner Joseph M.,(2001),〝Patterns of Cooperation During New Porduct Development among Marketing, Operations And R&D: Implications for project Performance〞, Journal of Product Innovation Management,pp.258-271.
68.Ottum, B. D. and Moore, W. L.,(1997)〝The Role of Market Information in New Product Success/Failure〞, Journal of Product Innovation Management, Vol.14,pp.258-273.
69.Quelch,J.A. & 1/r.Klein(1996),〝The Internet and International Marketing.〞,Sloan management Review,37(3),pp.60-75.
70.Ruekert, R. and Walker, D.,(1987),〝Marketing’s Interaction with Other Functional Units: A Conceptual Framework and Empirical Evidence〞, Journal of Marketing, Vol.51,pp.1-19.
71.Senn,J.A.,(1996)”Capitalizing on Electronic commerce.” , Information System Management, Vol.13,No.3,Summer, pp.15-24
72.Seth,Rajesh; Smith Daniel C; Park Whan C,(2001) , ”Cross-Functional Product Development Teams, Creativity, And The Innovativeness of New Consumer Products”,”Journal of Marketing Research; Chicago:February, Vol 1,pp73-85.
73.Senn,J.A. (1996).Business-to-Business E-Commerce,Information System Management ,17(1),pp.23-32.
74.Sonf, X. Michael and Parry Mark E.,(1997),〝The Determinants of Japanese New Product Successes〞,Journal of Marketing Research〞.Vol,(February),pp.64-76.
75.Song and Parry(1997),〝A Cross- National Comparative Study of New Product Development Processes: Japan and the United States,〞Journal of Marketing, (61),pp.1-18.
76.Song and Parry(1999),〝Challenges of Managing the Development of Breakthrough Products in Japan,〞Journal of Operation Management, (17),pp. 665-668.
77.Song, X. M. and Parry, M. E.,( 1992),〝The R&D –Marketing Interface In Japanese High-Technology Firms〞, Journal of Product Innovation Management, Vol.9,pp.91-112.
78.Song, X. Michael and Parry Mark E, (1996),”Challenges of Managing the Development of Breakthrough Products in Japan”,”Journal of Operations Management 17”,pp.665-668
79.Song,X.Michael (2000),〝Does Innovativeness Moderate the Relationship Between Cross-Functional Integration and Product Performance？〞,〞Journal of International Marketing, Vol.8,Iss.4,pp.61-89.
80.Song, X. Michael and Montoya-Weiss Mitzi M. and Schmidt Jeffery B,(2001),”The Role of Marketing in Developing Successful New Products in South Korea and Taiwan”,”Journal of International Management”,Vol.5,No3,pp.47-69.
81.Song,X. Michael,Montoya-Weiss, Mitzi M., and Schmidt, Jeffrey B.,(1997),〝Antecedents and Consequences of Cross-Functional Cooperation: A Comparison of R&D, Manufacturing, and Marketing Perspectives, Journal of Product Innovation Management,Vol.14,pp.35-47.
82.Souder,W.E. and Song, X. M.,(1984),〝Analysis of U.S and Japanese Management Processes Associated with New Product Success and Failure in High and Low Familiarity Markets〞, Journal of Product Innovation Management, Vol.15,pp.208-223.
83.Souder. W. E. and R. K. Moenaert(1992), 〝 Integrating Marketing and R&D Project Personnel Within Innovation Projects: An Information Unvertainty Model〞, Journal of Management Studies ,Vol.29, No.4, pp.48-512.
84.Souder, W. E. and Song, X. M.,(1998) ,〝Analysis of U.S and Japanese Management Processes Associated with New Product Success and Failure in High and Low Familiarity Markets〞, Journal of Product Innovation Managemant, Vol.15,pp.208-223.
85.Souder, Wm. E. and Jensess, Svenn Are(1999),〝Management Practives Influencing New Product Success and Failure in the United States and Sxandinavia: A Cross- Cultural Comparative Study,〞Journal of Product Innovation Management ,(16) ,pp.183-203.
86.Souder and Song(1998),〝Critical Development Actvities for Really New Versus Incremental Products, 〞Journal of Product Innovation Managgement,(15),pp.124-135.
87.Song, Souder, Wm. E., and Dyer, Barbara(1997),〝A Causal Model of the Impact of Skills, Synergy, and Design Sensitivity on New Product Performance,〞Journal of Product Innovation Managemnet,Vol. 14, pp.88-101.
88.Strader,T.J.,& M. T. Shaw(1997), 〝Characteristics of Electronic Markets.〞,Decision Support System, Vol.21, No.3,pp.185-198.
89.Violino,B,(2001),E-Business leaders turn web efforts into profits---Internet Week 100 companies expand online to boost sales,cut costs, Internetweek, 865,pp.21-26.
90.Walker, O. C. and Ruekert, R. W., (1987),〝Marketing’s Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework 〞, Journal of Marketing,Vol.51,pp.15-33.
91.Zaltman,G.,(1973),”Consumer Researchers:Take a Hake”,Journal of Consumer Research, Vol.26,March,pp.423-428.