Suppliers Involvement In New Product Development(SINPD) Reciprocal Participation In Optimization Path Research

Suppliers involvement in new product development(SINPD)is an important mode for enterprises to improve product innovation,improve research and development efficiency,and enhance market competitiveness.However,with the development of this mode in Chinese enterprises,its potential has not been released,and its innovation ability is quite backward compared with foreign counterparts,and the performance of product research and development is slightly insufficient.The reason is that there are a lot of transaction costs in the process of suppliers involvement in new product development,which damages the efficiency of resource utilization.In addition,the opportunistic behavior of manufacturers and suppliers and the existence of trust crisis hinder the quality of suppliers involvement in new product development,so that suppliers involvement in new product development does not achieve the effect of foreign counterparts.The rise of reciprocity economic theory provides theoretical guidance for suppliers to solve the dilemma of new product development.Reciprocity is a transcendence of the "rational economic man" in traditional economics.It holds that man is not completely self-interested,but helps others benefit while pursuing personal interests,thus breaking the barrier of "rational economic man" too pursuing personal interests.In the process of cooperative research and development between manufacturers and suppliers,both sides can consider each other and use reciprocal cooperation strategies to effectively restrain the rise of cooperation costs of heterogeneous enterprises,so as to focus on the effect of product research and development,improve the rapid improvement of R&D performance,improve the management ability of transaction costs,optimize the efficiency of cooperative research and development,and complete the performance of new product development under the rational economy.Suppliers involvement in new product development has a typical principal-agent feature.The manufacturer is the principal who determines the incentive treaty,while the supplier who decides its own efforts and thus occupies the information advantage is the agent.Under the reciprocity theory,manufacturers provide incentive treaties rich in reciprocity to encourage suppliers to actively participate in the research and development of new products.After sensing the goodwill of manufacturers,suppliers will overcome their own rational characteristics and improve their own efforts,so as to surpass the traditional optimal contract performance and get rid of the limitations of rational economy to solve practical problems.Further improve the performance of new product development.First,through the analysis of the principal-agent mechanism of suppliers involvement in new product development,the reciprocity is integrated into it,and the theoretical framework of this paper is constructed.Second,under the framework of reciprocity principal-agent,this study established a research model on the relationship between reciprocity participation and new product development performance by analyzing the reciprocity incentives of manufacturers to suppliers when suppliers involvement in new product development,and used transaction cost governance to construct a parallel multiple mediation effect research model.Third,the data of suppliers involvement in new product development projects were collected under the support of the project of "Research on the mechanism of reciprocal collaboration among suppliers in new product development(19YJCZH064)" funded by the Humanities and Social Sciences Youth Fund of the Ministry of Education.Fourth,based on the structural equation model(SEM)and the collected project data,the test of the research model is completed,revealing the micro mechanism of reciprocal participation on the promotion of new product development performance under the intermediary effect of transaction cost governance.Fifth,by sorting out the research model,the advantages and omissions of the existing suppliers involvement in new product development model are identified,and more reciprocal improvement and optimization strategies are proposed,so as to provide theoretical support for the application of the suppliers involvement in new product development mechanism in China.The innovation point of this paper mainly involves the following three aspects:First,the application of reciprocal economic ideas to the analytical framework of suppliers involvement in new product development transcends rational analysis and gives a new connotation of reciprocity to the theory of suppliers involvement in new product development.This paper uses reciprocity theory as a theoretical basis to explore the collaboration mechanism of reciprocal participation for suppliers involvement in new product development,so as to provide new practical ideas to promote new product development performance and improve our product development capability.Second,transaction costs are introduced into the study of suppliers involvement in the reciprocal collaboration mechanism of new product development,and the mediating effect of transaction costs is explored,and then the deepening path of reciprocal collaboration is proposed from the perspective of transaction costs.New product development performance can be improved through effective transaction cost governance,and reciprocal collaboration between manufacturers and suppliers facilitates an increase in the level of transaction cost governance.Third,in the analysis of the reciprocal participation mechanism of suppliers involvement in new product development,it propose reciprocity promotion strategies for new product development performance from the perspective of manufacturers and suppliers,taking into account the mediating effect of transaction costs.For manufacturers,the strategy focuses on strategic behavioral awareness and the development of a reciprocal organizational culture.For suppliers,the strategy focuses on taking responsibility and responding in a friendly manner at the resource level.