模仿型新产品开发过程及对新产品绩效的影响机制：中、美、印的跨国研究

项目名称： 模仿型新产品开发过程及对新产品绩效的影响机制：中、美、印的跨国研究

项目编号： No.71472150

项目类型： 面上项目

立项/批准年度： 2015

项目学科： 管理科学

项目作者： 舒成利

作者单位： 西安交通大学

项目金额： 61万元

中文摘要： 模仿型新产品开发是一种被国内外企业普遍采用而理论研究却严重不足的现象，本项目致力于通过中、美、印的跨国研究来探讨模仿型新产品开发过程及对新产品绩效的影响机制。首先，依托吸收能力理论和语言学中的情境理论，提出一个两阶段的模仿型新产品开发过程理论模型。其次，依据拓展的产品认识，提出创新模仿性概念以弥补现有研究中的技术偏见和创新偏见。第三，结合国家文化的洋葱模型和海洋模型，探讨中、美、印三国企业在模仿型新产品开发过程中的异同，析出模仿型新产品开发活动的跨国最佳实践，并研究国家文化是如何影响企业从模仿型新产品开发活动中获益。最后，结合定性研究、一手调研数据和二手商业数据库的定量研究来检验假设和理论模型。开展本项目研究不仅可以拓展吸收能力理论、国家文化和新产品开发领域的研究，还有助于回答：企业应该如何从事模仿以及如何才能从模仿中获益等现实问题。

中文关键词： 新产品开发；模仿；知识情境；跨国研究

英文摘要： Legitimate or legal new product imitation is a widely used new product development practice. A well known example is Apple's creation of the iPad, which followed the development of tablet devices by competitors years prior. But how do firms go about doing imitative new product development well and reap the rewards of this strategy? This research project aims at answering such focal questions. First, regarding imitative new product development (INPD) as a learning process, this project discusses the major stages of INPD by relying on the process-oriented perspective of absorptive capacity theory and context theory in linguistics. Second, this project proposes a new concept of innovative imitativeness to reflect the similarity and originality between the imitative new product and the competitive product in terms of product functions, product form, marketing tactics, and marketing strategies. Finally, this project compares the stages of INPD across China, US, and India to glean the international best practices in INPD, examines how national culture influences firms to benfit from INPD. Both qualitative and quatitative methods will be used to examine the above conceptual framework. Semi-structured depth interviews will be conducted with new product development and innovation professionals in the selected countries to guide the development and refinement of the research framework. Online surveys through LinkedIn professional groups will be conducted in the selected countries to test the framework. Moreover, due to data availability, secondary data (data from the Product Launch Analytics and SymphonyIRI) will be used to test the relationship between innovative imitativeness and imitative product's sales performance in the U.S. This project makes several contributions to research and practice. Chief among the theoretical contributions is that INPD is conceptualized and empiricized as a formal construct for the first time. By doing so, this project enriches absorptive capacity theory and the new product development literature by bringing knowledge contexts in. Additionally, a new construct- - innovative imitativeness- - is developed to remedy the technological and innovation biases in the current literature. In terms of practice, managers are provided through the developed model a roadmap to do INPD well. By being one of the first studies to examine legitimate INPD, this project helps to validate and illuminate imitation as a viable new product strategy. In sum, this project helps answer how firms should do INPD and how they can benefit from doing so.

英文关键词： New product development;Imitation;Knowledge context;Cross-national study