The Study On Influence Of Customer Relationship Management And Product Development Management On Firms' Innovation Performances

The development of new products is of strategic significance to the long-term survival and development of firms.Unfortunately,in the face of the turbulent external environment,the success rate of new product development is low and the revenue is not satisfactory.The success of new product development includes both the success of product development and product commercialization.Moreover,in order to improve the success rate of new products,firms have already introduced customer relationship management and product development management process.However,there are few studies focusing on the two important attributes,customer relationship management and product development management,which contribute to the success of new product,and there is a lack of overall analysis concerning this topic in the academic circle.Furthermore,relevant researches mostly focused on the background of western countries,and only were confined to theoretical discussions while empirical researches were absent.Concerning the questions raised above,on the basis of Resource-Based View,this paper aims to address the following two questions with in-depth interviews and questionnaire methods:(1)In the context of China,does customer relationship management or product development management promote the new product performance?(2)Do the external market environment and institutional environment exert an effect on the relationship between customer relationship management or product development management and new product performance?On the basis of the existing related researches and the theory of Resource-Based View,this study decomposes the external environment into the market environment(market turbulence and technological turbulence)and the institutional environment(enforcement inefficiency),and discusses the mechanism of customer relationship management and product development management on the new product performance.First of all,we define customer relationship management and product development management from the perspective of process,and then build the research model and put forward our research hypotheses depending on the theory of Resource-Based View and the related literature.We adapt the questionnaire based on the related literature and the result of the depth interviews with firms' executives.After that,114 high-tech manufacturing firms in Changsha National Hi-Tech Industrial Development Zone that is in accord with our research topic were selected.The data were collected through the combination of questionnaires and field research methods.Finally,the SPSS software and AMOS software were used to conduct common method variance test,reliability test,validity test,and regression analysis to verify the data and hypotheses.The empirical study shows that the implementation of customer relationship management has no significant positive effect on new product perfor mance,but when implemented under a high degree of technological turbulence or enforcement inefficiency,customer relationship management will exert a more positive effect on new product performance.The implementation of product development management has a significant positive impact on the performance of new products,and the positive effect will be strengthened when the degree of market turbulence is high.However,the positive impact of product development management on the performance of new products will be weakened when the level of enforcement inefficiency is high.The theoretical significance of this study lies in enriching the theory of the success factor theory of new product development,the research theory of customer relationship management and the research theory of product development management.The practical significance of this study includes:(1)helping firms' executives formulate corresponding strategies according to the environment of firms;(2)offering the significant guidance to the government and its related departments to formulate and implement the laws of market competition.