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首页> 外文期刊>Journal of product innovation management >Market Vision and the Front End of NPD for Radical Innovation: The Impact of Moderating Effects
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Market Vision and the Front End of NPD for Radical Innovation: The Impact of Moderating Effects

机译：市场视野和NPD彻底创新的前端：调节效应的影响

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"Market vision" is a mental model that helps focus the organization on a new market application for an advanced technology during the fuzzy front end of the new product development process. Previous research demonstrates that firms involved in the development of radically new, high-tech products need to develop a market visioning competence (MVC) in order to develop an effective market vision (MV), and these capabilities, in turn, have been found to have a positive effect on key aspects of the early performance (EP) of these firms-specifically, the ability to attract capital and early success with customers. Based on a major empirical study of the nanotechnology sector, the research described in this paper takes an important step forward by focusing on factors in both the external and internal environment of the firm, and their moderating impact on the paths that link MVC, MV, and EP. External structural factors relevant to the firm's competitive environment as well as internal factors, including firm resources, size, incumbency, and technology, are shown to have significant moderating effects both on the way in which MV unfolds and on its capacity for affecting positive returns for the firm when undertaking radical innovation. Five of seven hypotheses were supported by the research. Both level of incumbency (the extent to which the firm has taken part in previous generations of a given technology) and resource availability are shown to positively impact the link between MVC and MV. Also, appropri-ability (i.e., protection for innovations) and reputation of the firm were found to positively impact the path to EP. Finally, a low level of industry concentration-that is, a large number of small firms-were found to have a positive effect on the path to EP. In sum, the findings support the structure of the model and the majority of the hypothesized moderating relationships, suggesting important implications for management.
机译：“市场愿景”是一种思维模型，有助于在新产品开发过程的模糊前端将组织重点放在先进技术的新市场应用上。先前的研究表明，涉及开发全新的高科技产品的公司需要发展市场愿景能力（MVC）才能制定有效的市场愿景（MV），而这些能力反过来又被发现可以对这些公司的早期绩效（EP）的关键方面具有积极影响，特别是吸引资金的能力和与客户的早期成功。基于对纳米技术领域的一项重大实证研究，本文所述的研究通过关注公司外部和内部环境中的因素及其对链接MVC，MV，和EP。与公司竞争环境有关的外部结构因素以及包括公司资源，规模，在职人员和技术在内的内部因素均被证明对MV的发展方式及其影响正收益的能力具有显着的调节作用。公司进行重大创新时。该研究支持了七个假设中的五个。现任水平（公司参与前一代技术的程度）和资源可用性都对MVC和MV之间的联系产生积极影响。而且，发现公司的专有性（即保护创新）和声誉对进入EP的路径产生积极影响。最后，发现低水平的行业集中度（即，大量的小公司）对实现环保的道路产生了积极的影响。总而言之，研究结果支持模型的结构以及大多数假设的缓和关系，对管理具有重要意义。

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