The Effects Of Network Quality On New Product Development Performance:Considering The Moderating Effect Of Entrepreneurship Orientation

With the rapid development of economy and the constant change of technology and market demand,the enterprise is facing more competition in the domestic and international competition.Innovation is becoming an important source of enterprise competitive advantage.In today’s complex market environment,it’s difficult for the company to create innovation only relying on their own internal resources.More and more companies realize the important role of network in new product development,which bring the needy resource to the company.Therefore,based on the social network theory and resource-based theory,this article is trying to explore the relationship between network quality and the performance of new product development,and considers the moderating effect of entrepreneurship orientation,the enterprise strategic orientation.After the research of 290 companies,we find the following results:(1)Upstream network quality will improve new product development performance,while downstream network quality do not work;(2)Competitor network quality and non-competitor network quality both have a significant positive impact on new product development performance;(3)Entrepreneurship orientation will weaken the positive effect of upstream network quality on new product development performance,but it will strengthen the positive effect of downstream network quality on new product development performance;(4)Entrepreneurship orientation has a negative moderating effect on the relationship between competitor network quality and new product performance,but a positive moderating effect on the relationship between non-competitor network quality and new product performance.This paper distinguishes the network as the vertical network and horizontal network,and further,tries to divide the vertical network into upstream and downstream network,and divide the horizontal network into competitor and non-competitor network.And from the perspective of network relations,the paper tries to explore the relationship of different types of network quality on the performance of new product development comprehensively.At the same time,we introduce entrepreneurship orientation,the enterprise strategic orientation,to consider its moderating effect on the relationship between four different network quality and new product development performance.The results of this research can be used to guide the construction and management of company network,helping the company to effectively utilize the network resources to improve new product development performance.Finally,this research has good theoretical value in enriching the existing research to some extent.