Research On The Mechanism Of Enterprise Resource Endowments On New Product Development Performance In Open Innovation

New product development is the heart and soul of enterprises' development,and how to enhance the performance of new product development is one of the objectives pursued by governments and enterprises around the world.At present,the capability of new product development in Chinese enterprises has been improved significantly,yet there are many constraints for the effective promotion of new product development performance.The mechanism of critical resources on the new product deve lopment performance is not clear,and the risk of new product development is big.In this case,it is particularly important for the development of Chinese enterprises on how to strengthen the related research of new product development.The traditional th eory of new product development has recognized the importance of resource endowments for the performance of new product development,and also partially revealed the mechanism of different resources on the performance of new product development.Nevertheless,the union is not effectively formed for the resources,their acquisition,matching patterns and capacity building.Therefore,how to identify some critical resources involved in new product development according to the essence of enterprises' open innovation;how to extend the analysis dimensions of critical resources for enterprises' new product development;how to reveal the relationship between enterprise resource endowments and new product development performance from different levels;how to propose resource acquisition strategy,matching modes and capacity building tactics in open innovation;and how to explore the underlying principles and regularities of the success on new product development have all become critical scientific issues that are increasingly urgent to be resolved in the management research of new product development.This paper focuses on the research topics of the relationship between enterprise resource endowments and the performance of new product development in open innovation,from the perspective of the essence of the enterprise resource endowments,and on the basis of the combination of mechanism analysis and data analysis,as well as the combination of theoretical research and empirical research,we use the deep interviews,the questionnaires and the Web data mining technology to collect research data,and then apply exploratory factor analysis,confirmatory factor analysis,structural equation modeling,hierarchical regression analysis and other statistical analysis methods.From the different levels of marketing and technology resources,customer and technology resources acquisition strategies,matching patterns of network and technology resources,knowledge resources complementarity and knowledge absorption effectiveness,as well as knowledge resources and innovation capacity,we systematically and in depth investigate the relationship between enterprise resources and their acquisition strategies,matching patterns and capacity building,as well as the performance of new produ ct development in open innovation.Finally we obtain the following main conclusions from the research detailed in this paper:Aiming at the problem of the obscure mechanism for enterprises resources effects on new product development performance in open in novation,this paper builds a mechanism model of two types of key resources,namely the marketing resources and the technology resources,as well as their interaction effects on the risk and market performance of new product development,on this basis,it strongly reveals the nonlinear relationship between marketing resources,technology resources as well as the risk and market performance of new product development: the marketing resources have positive impacts on the new product market performance with di minishing marginal utility.For the technology resources,they have negative impacts on the risk of new product development with diminishing marginal utility,while have positive effects on the new product market performance with diminishing marginal utili ty.The results also show that the interactions between the marketing resources and the technology resources promote negative impacts on the risk of new product development with diminishing marginal utility.In order to solve the problem of how to obtain resources to enhance the new product development performance in open innovation,this paper identifies four resource acquisition configuration strategies: customer exploitation-technology exploitation,customer exploitation-technology exploration,customer exploration-technology exploitation and customer exploration-technology exploration;constructs a relationship model between customer exploitation/exploration-technology exploration/exploitation and the new product development performance;and then manifests the relationship between customer and technology resources acquisition configuration strategies and the new product development performance: customer exploitation-technology exploration configuration strategy has pronounced effect s on market performance enhancement and risk suppression in the NPD process.However,customer exploration-technology exploration configuration strategy has diminished effects on new product market performance and increased effects on NPD risk.Likewise,there are increased effects are seen in NPD risk when the enterprise implements the strategy using customer exploitation-technology exploitation configuration.For the purpose of handling the difficulty in how to match resources to facilitate the success of new product development in open innovation,this paper intensively investigates the effects of varying degrees of combination of network and technology resources on the market performance/risk of enterprises' new product development,explores the adjustment effects of product diversification,and examines the matching relationship between network resources and technology resources: the combination of network resources breadth-technology resources depth and network resources depth-technology resources breadth have positive impacts on the market performance and negative ones on the risk of new product development;the combination of network resources breadth-technology resources breadth and network resources depth-technology resources depth have negative impacts on the market perfo rmance and positive ones on the risk of new product development;the product diversification has positive impacts on the adjustment of the relationship between the combination of network resources breadth-technology resources depth and the risk of new product development,and it also has positive impacts on the adjustment of the relationship between the combination of network resources breadth-technology resources breadth and the market performance/risk of new product development.With reference to the limitation of ignoring the mediating role of knowledge absorption effectiveness in the conventional investiations,this paper builds the relationship model between knowledge resources complementarity and new product development performance with knowledge absorption effectiveness as a mediating variable,and comprehensively reveals the full mediation of knowledge absorption effectiveness between knowledge resources complementarity and new product development performance,as well as the moderating effects of orga nizational structure and organizational culture: knowledge resources complementarity has positive impacts on the knowledge absorption effectiveness.Also,the results suggest that the departmentalization of organizational structure significantly hurts the effects of knowledge resources complementarity on knowledge absorption effectiveness,while a strong learning culture can significantly enhance such effects.Knowledge absorption effectiveness has positive effects on new product development performance,and knowledge resources complementarity influences new product development performance through the full mediation of knowledge absorption effectiveness.Aiming at the issue on how to explore the role of innovation capacity involved in the relationship between the enterprise resources and the new product development performance,this paper builds the relationship model embedded in the innovation ability between the knowledge resources and the new product development performance in open innovation;reveals in depth the inner path for the effects of knowledge resources on the new product development performance in open innovation,where the innovation ability is regarded as a mediating variable and the product diversification is considered as a manipulated variable: knowledge resources breadth has positive impacts on innovation capacity,new product quantity,development speed and financial performance;knowledge resources depth promotes positive impacts on innovation capacity and new product quality;innovation capacity has positive effects on the new product quantity,development speed and financial performance;innovation capacity plays a partial mediator role in the relationship between knowledge resources breadth and new product quantity/development speed/fina ncial performance;product diversification promotes positive impacts on the adjustment of the relationship between knowledge resources breadth and new product quantity/financial performance,and it also has positive effects on the adjustment of the relationship between the innovation capacity and new product quantity/financial performance.This study comprehensively and profoundly reveals the process and mechanism of resource endowments involved in the new product development performance,and provides a new perspective for the research in the field.The results of this study can further extend the research in the areas of new product development and open innovation,and enrich the theory and methods in the relevant areas like innovation management,resource management,and knowledge management.These obtained conclusions are of important theoretical and practical significance for the improvement of resource management efficiency in new product development,and for the promotion of the development in the scientific and standard direction for new product development management of Chinese enterprises.