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研究生:黃淑琴
研究生(外文):She-Chin Huang
論文名稱:新產品發展創意產生之研究:顧客價值知識途徑
論文名稱(外文):An Empirical Study of Ideas Generation in New Product Development:
指導教授:何雍慶何雍慶引用關係
指導教授(外文):Yung-Ching Ho
學位類別:博士
校院名稱:國立中正大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:229
中文關鍵詞:顧客價值知識創意產生數位內容產業資訊處理程序
外文關鍵詞:Customer Value KnowledgeIdeas GenerationsDigital Content IndustryInformation Processing
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新產品發展是企業績效的重要影響因素,而創意產生階段是新產品開發的第一階段,對後續階段的成本與成敗扮演重要角色。然而,此階段缺乏明確的過程、可靠的資訊與決策規則,因此也被稱為「模糊前端(Fuzzy front end)」。如何解決創意產生階段模糊問題成為待研究的主題。因此,本研究主要目的在釐清創意產生階段面臨的資訊與決策模糊性。
本研究利用資訊處理程序、顧客價值知識與團隊願景,解決創意產生階段的模糊問題,以提高創意績效。並針對數位內容產業,進行質性與定量的兩階段實證研究。第一階段質性研究,探討5個數位內容產品開發專案,藉以確認研究變數在實務環境中的重要性與現象,從個案內分析(Within-case analysis)探索研究變數的實務現象,再以此為基礎進行跨個案分析(Cross-case analysis),試圖找出個案間的理論複現,最後建立以顧客價值知識為基礎的創意產生模式,同時也修正部份假說。第二階段的定量研究,則透過96個數位內容產品發展專案的經驗,檢驗研究假說。結果顯示:市場導向對顧客價值知識與團隊願景有正向影響;顧客價值知識對組織記憶、團隊願景與創意績效有正向影響,而組織記憶對團隊願景也有正向影響;此外,團隊願景在市場導向與組織記憶對創意績效的影響關係,扮演中介角色,顯示目標指引在創意產生階段的重要性。
在結論中,本研究結合質性與定量結果,提出理論與實務意涵。首先,修正創意產生模式,除詮釋其產業背景,也說明此模式的顧客價值知識觀點、團隊願景的中介角色、創意績效的衡量、以及資訊處理程序的組織學習體現等四項理論意涵,進而提出六項研究貢獻。實務意涵部份除從個案經驗彙整研究變數的實務操作,也說明顧客價值知識的應用、資訊處理程序的啟發、數位內容產業的整合趨勢、經營利基市場四部份的實務意涵。文末,提出四項研究限制以及四項未來研究方向。
While new product development (NPD) is thought to be key to a firm’s performance, fuzzy front end (FFE), the first phase of the NPD , plays an important role in deciding the success or failure of the overall endeavor. This development phase has become known as “fuzzy front end” due to its lack of clear scope limit, reliable information as well as the rules for decision-making. As a result, the issue of FFE is worth exploring as far as its significance is concerned. Therefore, the purposes of this study was to clarify the ambiguity of FFE in NPD.
Both qualitative and quantitative research methods were used in this study by utilizing the concepts of information processing procedures, customer value knowledge and team vision. An investigation of five teams for digital content projects was first taken to clarify the importance of the variables under study. The results of within-case analysis were used as a base for cross-case analysis in order to identify the theoretical similarities among different projects. An ideas generation model based on customer value knowledge was generated from the above process. Also, portions of the hypotheses in this study were modified. The second phase of this study was to conduct a survey of 96 team members’ experiences in developing digital content products to test the hypotheses. The results of this study revealed that market orientation was positively related to customer value knowledge and team vision. Customer value knowledge was also positively related to organization memory, team visions and innovation performance. In addition, team vision has been found to play the role of mediator as far as the impacts of market orientation and organization memory on the performance of innovation were concerned
The conclusions of this paper included the results of the qualitative and quantitative analyses. They were useful for theory development as well as for actual practice. A modified model of ideas generation was proposed wherein customer value knowledge, the mediating role of team vision, the measures for innovation performance and procedures for processing information have been taken into consideration in addition to the background information of the industry under study. Six mayor contributions were presented based on the modified model. Moreover, the results of case studies have led to a further understanding of variables applied in practice wherein the application of customer value knowledge, the inspiration of information processing procedures, the trend of digital content industry and the niche of market operation were discussed. This paper concluded with four limitations of this study and four recommendations for future studies.
謝誌 --------------------------------------------------------------------------------------- I
中文摘要 --------------------------------------------------------------------------------------- III
英文摘要 --------------------------------------------------------------------------------------- IV
本文目錄 --------------------------------------------------------------------------------------- V
圖目錄 --------------------------------------------------------------------------------------- VII
表目錄 --------------------------------------------------------------------------------------- VIII
第一章 緒論----------------------------------------------------------------------------------- 1
第一節 研究背景與動機------------------------------------------------------- 1
第二節 研究目的----------------------------------------------------------------- 5
第三節 研究範圍----------------------------------------------------------------- 6
第四節 論文章節架構----------------------------------------------------------- 7
第二章 文獻探討---------------------------------------------------------------------------- 9
第一節 新產品開發與創意產生---------------------------------------------- 9
第二節 不確定性理論----------------------------------------------------------- 23
第三節 釐清模糊前端-顧客價值知識與團隊願景-------------------- 30
第四節 資訊處理程序-市場導向與組織記憶--------------------------- 43
第五節 觀念性架構與研究假說---------------------------------------------- 55
第三章 研究方法---------------------------------------------------------------------------- 66
第一節 研究母體----------------------------------------------------------------- 66
第二節 第一階段研究設計-質性研究------------------------------------ 70
第三節 第二階段研究設計-定量研究------------------------------------ 77
第四節 研究設計彙整----------------------------------------------------------- 89
第四章 質性研究結果---------------------------------------------------------------------- 90
第一節 個案介紹----------------------------------------------------------------- 90
第二節 個案分析結果----------------------------------------------------------- 110
第三節 跨個案比較分析------------------------------------------------------- 136
第四節 個案發現-建構創意發展模式------------------------------------ 144
第五節 小結----------------------------------------------------------------------- 153
第五章 定量研究結果---------------------------------------------------------------------- 159
第一節 信度與效度-------------------------------------------------------------- 159
第二節 資訊處理程序對顧客價值知識的影響分析-------------------- 170
第三節 資訊處理程序與顧客價值對團隊願景之影響分析----------- 175
第四節 創意績效的前因影響分析------------------------------------------ 177
第五節 顧客價值知識與團隊願景的中介角色--------------------------- 180
第六章 結論與建議------------------------------------------------------------------------- 183
第一節 研究結果與討論------------------------------------------------------- 183
第二節 研究貢獻與實務意涵------------------------------------------------- 195
第三節 研究限制與未來研究方向------------------------------------------- 201
參考文獻------------------------------------------------------------------------------------------ 204
附錄2.1 創意產生技術----------------------------------------------------------------------- 215
附錄3.1 質性研究執行作業說明---------------------------------------------------------- 216
附錄3.2 訪談題目------------------------------------------------------------------------------ 222
附錄3.3 定量研究執行作業說明---------------------------------------------------------- 223
附錄3.4 研究問卷------------------------------------------------------------------------------ 226
附錄3.5 問卷預試名單----------------------------------------------------------------------- 229
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