Research On The Relationship Between Technical Barriers,alignment Level And New Product Introduction Performance

Continuous improvement of product innovation ability is an inevitable choice for enterprises to cope with the challenges of technological change and occupy market competitive advantages.Although the state supports product innovation by increasing R&D investment,strengthening laboratory construction and other policies,most technological achievements are still stagnated in prototype trial production and mass production,and it is difficult to realize the transformation of achievements.How to narrow the design-implementation gap in the process of technical conception from laboratory to pilot demonstration needs to explore and optimize the transition stage from research and development to industrialization,namely new products introduction.New product introduction takes technical testing and prototype trial production as its core activities,which plays a key role in promoting the transition of scientific and technological achievements from laboratory to mass production.However,there are still many technical challenges in the actual operation.The failure rate of up to 60%makes the successful implementation of the import process extremely difficult.How to effectively improve the performance of new product introduction and solve the problem of difficult transformation of scientific and technological achievements is imminent.Previous studies on new product introduction were limited,and few related studies on the challenges faced by the interface between new product introduction and front-end R&D.The new product introduction department is the technology recipient of the R&D department.Due to the essential difference between R&D and introduction,technical barriers in the transfer process will affect technology amplification and product trial production.Identifying and overcoming technical barriers is the key to promote scientific and technological achievements from R&D to production.At the same time,the research points out that the efficiency of internal technology transfer is affected by the establishment of reciprocal exchange relationship between departments,and the establishment of dependency relationship with the front-end research and development department can promote cooperation and resolve technical conflicts.The good degree of the relationship is based on the alignment level.Therefore,based on the perspective of new product introduction,this thesis discusses the specific impact of different types of technical barriers and alignment levels on performance in the process of new product introduction,identifies technical barriers in the process of new product introduction and puts forward optimization path,aiming at clarifying the operation context of new product introduction and improving the performance of new product introduction to ensure that its positive role can be played.Centering on the core issue of "How do technical barriers affect the performance of new product introduction and how does alignment level play a regulating role in it",this study summarized relevant domestic and foreign literature,the new product introduction performance,four types of technical barriers and three types of alignment level of the concept definition,development history and existing research results are sorted and integrated,and the relationships among technical barriers,alignment level and new product introduction performance were preliminarily reviewed.In order to better understand the running process of new product introduction and observe the overall picture of abstract concepts in practice,this paper takes Zhejiang Ningbo Shunyu Optoelectronic Information Co.,Ltd.as the research object to carry out an exploratory case study,and summarizes the practice content of research variables.The possible relationship between the variables was further clarified and a conceptual model of the relationship between technical barriers,alignment level and new product introduction performance was constructed based on literature review.Designed the measurement scale and distributed questionnaires online and offline.151 pre-test questionnaires and 285 formal questionnaires were collected.SPSS23.0 and AMOS26.0 were used for descriptive statistical analysis,reliability and validity test and correlation analysis of the sample data,and then multiple regression analysis was used to process and verify the research hypothesis.The results show that:(1)Technical complexity,technical design change,technical capability asymmetry and technical facility gap all have significant negative effects on the performance of new product introduction.(2)Alignment of goals and alignment of practices positively moderates the negative relationship between the four types of technical barriers and new product introduction performance.(3)Alignment of cognitive has not played a significant moderating role in the relationship between the four types of technical barriers and new product introduction performance.This study studied innovative product development from the perspective of new product introduction,supplemented theoretical research on the connection process from R&D to new product introduction,identified four types of technical barriers affecting the performance of new product introduction and revealed the mitigation mechanism.The specific mechanism of achieving consistency between R&D personnel and new product introduction personnel at the three levels of goal,cognition and practice in alleviating technical barriers and improving new product introduction performance was explored.The research enriched the management theory of new product introduction performance,increased the attention and emphasis of enterprises on new product introduction,and provided certain enlightenment and reference for enterprises to narrow the design-implementation gap in the process of product innovation,improve the conversion rate of scientific and technological achievements,and solve the problem of high failure rate of new product introduction.