Research On The Joint Action And Its Influencing Mechanism On The New Product Development Performance In The OEM Enterprises

In recent years, the industrial division reaches every link of production chain, like R&D, manufacturing, and marketing, which leads to competition ranging from competition among single enterprises, expand to the competition between the alliance and the alliance. International brand clients want to choose the strong OEM enterprises to consolidate its position in the global competitive environment, and the OEM enterprises also want to enhance their competitiveness by the cooperate opportunity with the international brand clients.On the basis of existing research, this paper builds a theoretical model, which reveals how the joint action with the international brand clients influence the new product development performance of the OEM enterprises. We take middle-senior manager and R&D staff of foundry enterprise as samples. Then it discusses the relationship between the joint action, knowledge acquisition, knowledge integration and new product innovation performance through data processing and analysis on174valid questionnaires. Through research, this article has the research conclusion as follows:(1) The joint action can significantly affect new product development performance;(2) Only joint new product development has significantly affect on knowledge acquisition, while the joint planning doesn’t;(3) Knowledge acquisition can positive significantly affect new product development performance;(4) Knowledge acquisition play a mediating role on the relationship between joint action and innovation performance;(5) The knowledge integration has moderating effect on the relationship between knowledge acquisition and new product development performance. Among these conclusions, the "joint planning has no significant impact on knowledge acquisition" is the unexpected findings of this study. The reason may be that, in the process of joint planning with foundry enterprise, the international brand clients put more emphasis on the intellectual property protection, rather than coach the OEM. But, on the whole, joint planning reflects the stable and long-term relations between the OEM and the international brand clients. The long-term and stable cooperation relations is beneficial to both sides to establish mutual trust mode, reduce the monitoring cost, share the innovation risk of foundry enterprises, thus to contract the improvement of enterprise’s new product innovation performance.Then detailed the conclusions of the paper, and put forward suggestions to the management of the enterprise. In the end, it summarized the limitations of this research and proposed prospects of future research.