The Influence Mechanism Of Market Learning Ability On New Product Development Performance

Under the circumstances of open innovation,the enterprise needs to cope with the innovation and competition pressure through continuous organizational learning.According to the theory of organizational learning theory,companies need to acquire the necessary resources through two ways of learning:market knowledge exploration and market knowledge exploitation.The relationship between market learning ability and new product development performance has been widely concerned in academic circles.Scholars try to find out the real root of promoting new product development performance by studying the market learning ability of enterprises.However,there are various opinions about the relationship between market learning ability and new product development performance.The reason is that scholars have different understanding of the mechanism.Based on the dynamic capability theory,this paper introduces product development process capability as an intermediate variable,technical complexity as the moderator,and market learning capability on the impact of new product development performance.And then we develop the influence mechanism model,which is tested by an empirical analysis.The empirical results show that:Market knowledge exploration and market knowledge exploitation influence two types of product development process capabilities differently.Market knowledge exploitation has a greater impact on the efficiency of new product development processes(EPDP).Market knowledge exploration has a greater impact on the responsiveness of new product development processes(RPDP).RPDP and EPDP both have positive impact on new product development performance.The technical complexity intensifies the positive impact of market knowledge exploration/exploitation on EPDP and weakens the positive impact of market knowledge exploitation on RPDP.According to the research results,this study gives the following enlightenment:Market knowledge exploration and market knowledge exploitation have different paths to enhance the ability of product development process.Enterprises should select different market knowledge acquisition modes according to their current product development process capability status and product development process capacity upgrade objectives,so as to improve the new product development performance.For Products with low technological complexity,The responsiveness of the product development process is more important to the enterprise.companies should quickly seize the market,do the pioneers of the market,rather than a follower.For Products with more technical complexity,the efficiency of the product development process is more important.Companies should continue to optimize existing technologies and reduce the cost of product development.