廠商間之競爭、新產品優勢與績效之關聯性

The Relationships among Competition, New Product Advantage, and Market Performance

本研究旨在以更細緻的角度將供應商間之競爭解構，分成行為型競爭（競爭強度）與環境型競爭（非功能性競爭），同時加入國籍情境因子探討競爭對新產品優勢所扮演的角色。本研究於2019－2020年間採兩階段配對問卷，總共蒐集210家賣家供應商與同一間買家零售商之整體供應鏈配對資料。實證結果發現：（1）競爭強度／非功能性競爭對新產品優勢具有正向／負向關係；（2）調節路徑分析發現，外商相較於當地廠商會強化競爭強度對新產品優勢間之正向關係；（3）新產品優勢對市場績效具有正向關係。本研究立基於交易成本理論之行為與環境不確定性，深入探討供應鏈連結之競爭與創新重要意涵，藉此對過往環境－策略－績效的理論框架提出另外的詮釋與實務意涵貢獻。

This study analyzes the relationship between two dimensions that decomposed from the competition and new product advantage in positive and negative results. By focusing on behavioral competition (competitive intensity) and environmental competition (dysfunctional competition) within the nationality scenario, the new product advantage improves the market performance. By selecting the selling suppliers to match up with their same buying retailer as our sample, two-stage survey of 210 supplier-customer dyads were collected during 2019-2020. Empirical results indicate that, first, competitive intensity positively influences the new product advantage, but dysfunctional competition has the negative influence. Second, compared with local firms, foreign firms exert stronger impact on the relationship between competitive intensity and new product advantage. Third, the new product advantage improves market performance. This research is based on the transaction cost economics by exploring behavioral and environmental uncertainty mechanisms to better analyze the importance of supply chain linkages. Our findings provide important implications for competition and innovation literatures and shed light on the environment-strategy-performance framework.