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首页> 外文期刊>Journal of product innovation management >Product Change Intensity, Product Advantage, and Market Performance: An Empirical Investigation of the PC Industry
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Product Change Intensity, Product Advantage, and Market Performance: An Empirical Investigation of the PC Industry

机译：产品变更强度，产品优势和市场绩效：对PC行业的实证研究

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Product change decisions, such as the frequency of new product introductions, can impact product performance characteristics, sales, and market share of several generations of products and, therefore, a firm's long-term survival and growth. The purpose of this study was to explore the impact of a firm's product change frequency, also referred to as product change intensity. A conceptual model linking a firm's product change intensity to its product advantage—and, in turn, to its market performance—with strategic product change orientation and technology competence as moderating effects, was used as a foundation for the study's hypotheses. These were tested using hierarchical and linear regressions, based on survey data collected from 55 U.S. companies in the personal computer (PC) industry. The analysis confirmed that a PC firm's product rate of change is positively associated with its product advantage and that its product advantage, in turn, is positively associated with its market share and growth performance. However, the hypothesized moderating effects were not confirmed. Rather, a firm's product change orientation and its level of technology competence are more likely to have a direct impact on product advantage. The implications of these findings are that, in general, firms that release new products frequently will have them viewed more favorably by the market than products with lower change intensities. Also, firms with higher levels of competence in the product technology domain tend to create products with greater market attraction. Finally, more radical changes to PC product architectures may pay off better than relatively minor changes. These results may not apply to other industries due to the specific design of personal computers and the nature of this fast-paced market. Neither do the findings necessarily apply to all firms regardless of those firms' specific product and market strategies. More research is necessary to understand how a firm's adopted strategy, and the industry in which it operates, affect the relationships demonstrated in this study.
机译：产品变更决策（例如，新产品推出的频率）可能会影响几代产品的产品性能特征，销售和市场份额，从而影响公司的长期生存和成长。这项研究的目的是探讨公司产品变更频率（也称为产品变更强度）的影响。将公司的产品变化强度与产品优势（进而与市场绩效）联系在一起的概念模型，以战略性产品变化导向和技术能力作为调节效应，被用作研究假设的基础。这些数据是根据从个人计算机（PC）行业的55家美国公司收集的调查数据使用分层和线性回归进行测试的。分析证实，PC公司的产品变化率与其产品优势呈正相关，而其产品优势反过来与其市场份额和增长绩效也呈正相关。但是，尚未证实假设的调节作用。相反，公司的产品变更导向及其技术能力水平很可能直接影响产品优势。这些发现的含义是，总的来说，频繁发布新产品的公司将使它们比变化强度较低的产品更受市场青睐。同样，在产品技术领域具有较高竞争力的公司倾向于创造具有更大市场吸引力的产品。最后，与相对较小的更改相比，对PC产品体系结构进行的更彻底的更改可能会得到更好的回报。由于个人计算机的特殊设计和快速发展的市场的性质，这些结果可能不适用于其他行业。无论这些公司的特定产品和市场策略如何，研究结果都不一定适用于所有公司。有必要进行更多的研究，以了解公司的采用策略及其运营所在的行业如何影响本研究中证明的关系。

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