由於消費者需求日愈復雜化與多樣化、產品生命週期日漸縮短，對當代企業而言，如何不斷推出更好、更新、更符合市場需求的產品，是企業追求成長與能否永續經營的主要因素。然而，新產品的開發完成至投入市場，尚不能代表新產品開發的成功，新產品能否為市場所接受才是最大的關鍵。市場導向的作為對掌握市場需求，作出貼切的反應，應有助於提高新產品的績效；而企業一切的營運活動需透過組織運作來達成。本研究之目的即在探討與新產品開發績效相關的市場導向作為與組織運作內涵，並建立其間的迴歸關係模式。
　　本研究以經濟部國貿局84年版出進口績優廠商名錄（民國85年7月出版）及排名，登記資本額五百萬元以上之製造業廠商為抽樣母體，共發出問卷595份，回收有效問卷181份，有效回收率為30.4%。經因素分析、相關、迴歸等統計方法進行資料分析，得以下結論：
　　1.對市場情報的收集能力與產品開發績效有顯著的正相關；即企業對市場情報的收集能力愈佳時，其新產品開發績效也愈佳。
　　2.企業對市場情報的反應能力與新產品開發績效有顯著的正相關；即企業對市場情報的反應能力愈好，其新產品開發績效愈佳。
　　3.企業的經營資源對新產品開發的支持程度愈高，其新產品績開發效亦愈佳。
　　4.新產品開發所需的能力與企業的核心能力相容程度愈高，其新產品開發績效亦愈佳。
　　5.企業的營運管理能力愈佳，其新產品開發績效亦愈佳。
　　6.市場情報的分析與交流、溝通協調與合作、人員素質等構面僅與部份新產品開發績效衡量指標相關。
　　7.市場導向作為與組織運作對新產開發績效之關係，並不因產品類別之不同而受影響。

　　The consumer''s need is getting more complicate and variety day by day, as well as product life cycle is getting shorter, how to develop products which are better, newer and more accordance with market demands unceasingly is a main factor for an enterprise is seeking growth and long existence. However, it does not mean that a new product is successful when it is finished proceeding from development to market. The key to new product success is that it is able to be accepted by market. Market orientation operations can help monitoring and properly responding to market demands, and thus could contribute to enhancing the performance of a new product development. Furthermore, all management activities of a firm need to be achieved through organization operations. The purposes of this study are: (1) to investigate the contents of market orientation operations and organization operations which might be related to the performance of the new product development. (2) to establish the regression models of the new product devlelopment performance and market orientation operations and organization operations.
　　Questionnaires were mailed to 595 enterprises randomly selected from Directory of Excellent Taiwan Exporters and Importers in 1995. 181 valid questionnaires in total were returned, representing a response rate of 30%.
　　Data were analyzed by factor analysis, bivariate correlation and regression analysis. The results of this research show that:
　　1.The competence of collecting market information is positively related to new product development performance.
　　2.The competence of responding to market information is significantly and positively related to new product development performance.
　　3.When the new product development got more resource supported by the firm, it would be more likely to have beetter performance for the new product development.
　　4.When new product development builds upon a firm''s core competence(existing technology, market of product competence), the performance would be better.
　　5.When management competence of a firm is better, the performance of new product development would be better.
　　6."Market information analysis and interflow", "coordination and coope-ration" or "the quality of persons" is partly related to new product development performance.
　　7.The relationship of the new product development performance with market orientation operations and organization operations is not affected by product categories.