The Research On The Effect Of Customer Orientation And FFE On Product Innovation Performance

Customer orientation is an important management principle for enterprises, andenterprises are based on developing new products to satisfied customers so as to gain alarger market share. The developers always try to find new methods and paradigms toefficiently serve existing and new markets with new products. As one of the mostimportant drivers of product innovation, customer orientation assists and supportsenterprises to satisfied customers creatively. In the meantime fuzzy front end (FFE) is paidmore attention to. As the starting phase in the process of product innovation, it is a keypoint to the final success. It will be a high academic and practical research on howcustomer orientation, FFE and product innovation interact with each other.According to the reasons above, this thesis researches on the relationship amongcustomer orientation, FFE and product innovation performance. To begin with, a literaturereview of product innovation, FFE management, and customer orientation at home andabroad will be introduced and summarized. On that basis, this paper gives a conceptmodel and research hypothesis on customer orientation, FFE and product innovationperformance. Next through questionnaire and SPSS&AMOS software this thesisvalidates the formal model and hypothesis. In addition, this thesis analyses an enterprise’spractice on customer orientation and FFE. Enterprises may use the study as a conceptualmirror to accomplish FFE of product innovation successfully.At last, this thesis sums up these research conclusions and bring forward some newideas and suggestion for further research.