Product orientations and the development strategies of new convergence products: moderating effects of corporate capabilities

摘要

This research examines the causal linkage among product orientation, the degree of convergence, development strategies, and performance of the new convergence products (NCP), through the establishment of a structural equation model that builds a sound theoretical foundation for NCP development and performance. This research identifies several significant findings. First, the study proves the technology-push, demand-pull and competitive pressure as a product orientation of NCP development. Second, explorative and exploitative learning and vertical collaboration are of importance and positively influence the proficiency of product development process to increase NCP performance. Third, changes of the proposed relationships in this study are contingent upon the corporate capability. Compared to firms with lower capability, firms with higher capability tend to have technology-push and demand-pull as key product orientation of NCP development as well as strengthen the vertical collaboration of NCP development.