調節焦點與市場導向對於團隊反思及新產品開發績效之影響

The Effects of Regulatory Focus and Market Orientation on Team Reflexivity and New Product Development Performance

In developing a new product, firms rely heavily on their new product development （NPD） teams. Therefore, how to manage a NPD team with high flexibility and productivity is essential and requires deeper understanding. The objectives of this study are （1） to examine the effects of regulatory focus and market orientation on NPD team reflexivity; （2） to examine the effects of team reflexivity and market orientation on product innovation and new product performance; and （3） to examine the effects of product innovation on new product performance and firm performance. We surveyed 41 NPD teams from high-tech firms in Taiwan, collecting 164 questionnaires from team members for the data analysis. PLS analysis showed that （1） promotion focus has strong and positive effects on team reflexivity, while prevention focus has no effects on team reflexivity; （2） Both customer-oriented and competitor-orientation teams are more likely to produce innovative products and achieve better new product performance through the mediation of team reflexivity; （3） product innovation and new product performance lead to better firm performance. This study contributes to our knowledge about NPD practices, especially in team reflexivity, by examining regulatory focuses and market orientation as the antecedents. This study also contributes to management by showing that understanding teams' motivation in pursuing the objectives is important, enabling R&D managers to more easily control their work. Finally, we show that when assigning NPD projects, R&D managers should clearly identify how to focus on customer needs and wants, and competitors' strategies and action.

公司要開發新產品時必須依賴新產品開發（NPD）團隊，因此如何管理具有高度彈性及生產力之NPD團隊乃是公司經營成敗之關鍵。本研究之目的有三：首先是探討調節焦點和市場導向對NPD團隊反思之影響；其次是要確認團隊反思和市場導向對產品創新及新產品開發績效之影響；接著要進一步釐清產品創新對新產品開發績效之影響。本研究以調查法針對台灣高科技產業41個NPD團隊進行調查，共收集164份NPD團隊成員之意見，並利用最小平方法（PLS）進行分析。結果顯示，推廣焦點對團隊反思具有顯著且正向的影響，而預防焦點對團隊反思並沒有顯著的影響；其次，以顧客導向及競爭者導向的NPD團隊可能透過團隊反思作為中介變數來提升產品創新，以達成更好的新產品開發績效；第三，產品創新及新產品開發績效可進一步提高企業績效。本研究以調節焦點和市場導向作為前置變數，有助於我們瞭解團隊反思在新產品開發實務之角色，本研究之結果亦讓研發經理人進一步瞭解設定團隊目標及強化團隊動機之重要性，研發經理人必須更清楚地確認顧客之需求及想法，以掌握NPD專案之方向。