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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/133632


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/133632


    Title: Roles of Strategic Orientations in Radical Product Innovation
    Authors: 巫立宇
    Wu, L. Y.
    Lin, C. W.
    Cheng, L. K.
    Contributors: 企管系
    Keywords: Entrepreneurial orientation;Long-term orientation;Proactive market orientation;Electronic integration;Radical product innovation
    Date: 2020-06
    Issue Date: 2021-01-21 09:31:31 (UTC+8)
    Abstract: Purpose – Because of relatively short product life cycles, radical product innovation has more significant influences on firms` competitive advantages in dynamic environments. Past studies identified various cultural characteristics of a firm, which are key drivers of developing radical product innovation on an ongoing basis. However, few studies have investigated the interaction between organizational culture and external market feedback in developing radical product innovation. Design/methodology/approach – To address the identified research gaps, this empirical research began by presenting conceptual foundations that lead to the hypothesized model and then analyzed survey data from 201 original equipment manufacturer suppliers in search of evidence supporting the hypotheses. Findings – The results suggested that a supplier’s entrepreneurial orientation and long-term orientation significantly and positively affected proactive market orientation, with proactive market orientation significantly and positively correlated with radical product innovation. The study confirmed that a proactive market orientation is essential in order for entrepreneurial orientation and long-term orientation to affect radical product innovation. Additionally, this study found that supplier–customer electronic integration has a moderating effect on proactive market orientation and radical product innovation. Originality/value – Radical product innovation is a topic of great interest for both academia and industry, yet a comprehensive conceptual framework for its antecedents is still lacking. To fill this theoretical gap, the present study extended the studies on radical product innovation and examined the relationship between different strategic orientation types in terms of supplier–customer strategic behaviors to determine how suppliers enhance radical product innovation.
    Relation: Marketing Intelligence and Planning
    Data Type: article
    Appears in Collections:[企業管理學系] 期刊論文

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