Organizational Culture, Market Information Processing And New Product Development Performance Impact Mechanism

With the rapid development of science and technology as well as increasingly fierce competition in the international market, the development of new products has become the key to success for companies. In essence, new products development is the process of organizational learning and market information processing. In order to enhance organizational ability to develop new products, we must pay attention to the external market information, always concern about the changes of the external environment; meet the changing needs of customers and competitors strategically to improve company's market information processing. Meanwhile, we should construct effective organizational culture to adopt new product development. Through continuous absorption of new market information and continuous organizational learning, companies can improve their new product development capabilitiesIn view of this, this paper takes the relation among organizational culture, market information processing and new products development as the theme, attemps to construct a theoretic framework through literature review, theoretic deductive reasoning and expletory interview with enterprise management, and take Chinese enterprise as the sample of empirical research to confirm the relationships among the concepts in the proposed theretic framework, according to which to proposes management enlightenment. The paper is divided into three parts, the theory, empirical research, conclusions and the prospect of further research.As for the part of Research theory, based on reading a large number of related literature, this paper analyzes the existing organizational cultural patterns, finally decides to choose the view of typology, a relatively new organizational culture-grid / Group analysis model to assess organizations culture. Practically, typology has more advantages. One of its significance lies in: Once we know that the organization belongs to one type, its organizational performance can be improved accordingly by adopting some ways. Then, we analyzed current market turbulence, complex patterns of competition conditions, extracted four relatively comprehensive market information processing: information acquisition process, information transmission process, information conceptual utilization processes and information instrumental utilization processes. After the factor analysis of the small sample exploratory, we confirmed that the organizational culture can be divided into Grid dimension and Group dimension; Market information processing can be divided into four dimensions. On this basis, the article integrated organizational management theory and built the organizational culture - market information processing - new product development performance as the theoretical analysis framework. At the same time, hypothesis for this research is Put forward after further consideration of the relationships among these factors.As for the part of Empirical research, The sample of this study has 123 companies located in Shanghai, Zhejiang and Jiangsu Province .The author use SPSS to test hypothesis of this research. This paper discussed in depth the relationship between organizational culture and market information processing, as well as the relationship among organizational culture, market information processing and new product development. This paper also verified market information processing as the intermediary role between organizational culture and new product development. A mechanism is put forward to explain the relationship between organizational culture and new product development. The major findings of this study are summarized as following:Firstly, the group dimention of organizational culture does have negative influence on information acquisition process; the group dimention of organizational culture does have positive influence on information transmission process; the group dimention of organizational culture does have positive influence on information conceptual utilization process; the group dimention of organizational culture does have negative influence on information instrumental utilization processes process.Secondly, the grid dimention of organizational culture does have negative influence on information acquisition process; the grid dimention of organizational culture does have negative influence on information transmission process; the grid dimention of organizational culture has no influence on information conceptual utilization process; the grid dimention of organizational culture does have positive influence on information instrumental utilization processes process.Thirdly, the market information acquisition process does have positive influence on new product development performance; the market information transmission process has no influence on new product development performance; the market information conceptual utilization process does have positive influence on new product development performance; the market information instrumental utilization process has no influence on new product development performance.In the conclusion, we draw the research conclusion of this text and analyze theory contribution systematically and the enlightenment of New Product Development team construction in our country, and then put forward the corresponding policy recommendations. In this part, we put forward two practice models to give some advice to our companies: the model of relationship between organizational culture and market information processing and the integrated model of organizational culture, information processing market in the new product development process. Finally, we analyze the shortcomings and the prospect for research in the future.