The Determinants of Making Product Innovation Strategies - An Empirical Study of Taiwan B2B Manufacturing Industry

本研究目的為探討B2B廠商選擇產品創新策略的影響因素，運用迴歸模型進行實證分析，第一階段先探討會進行產品創新的B2B廠商具有何種特性，以及產業特性、廠商特性與產品創新之關係；第二階段則探討廠商進行快速跟隨者(Fast Second)、聚焦利基(Focus)與低破式(Disruptive)三種產品創新策略之影響因素，包括產業特性、廠商特性與廠商創新策略，希望透過兩階段的比較，釐清外在環境與內在條件如何分別影響廠商選擇產品創新決策因素。本研究利用國科會企劃處2007年「台灣地區第二次產業創新活動調查研究」資料庫，選擇台灣地區B2B製造業廠商為研究對象，第一階段採用Logit迴歸模型進行實證分析，第二階段則以Logit模型以及Heckman模型進行實證，希望透過Heckman二階段模型修正「樣本自我選擇偏誤」(self-selection bias)發生之可能性，而對於B2B製造業廠商，實證結果發現： 一、廠商規模、市場廣度對廠商進行產品創新有正向影響，而產品加值鏈區段、廠齡與高科技產業廠商對於廠商進行產品創新則無顯著影響。 二、在有進行產品創新的廠商中，產品加值鏈區段、廠商規模以及擁有自有品牌，對廠商進行三種產品創新策略皆有正向影響。 三、採行快速追隨者策略的廠商，較會追求先行者優勢，而採行聚焦利基與低破式策略的廠商則較不會追求先行者優勢。 四、拓展產品線對廠商的重要性與採行聚焦利基、低破式策略有正向影響。 五、有內部自主研發活動、新產品行銷活動的廠商，與採用低破式策略具有正向影響；而與顧客協同合作、追求既有市場佔有率與利用智財權作為獲利方式的廠商，對於低破式策略則有負向影響。The main purpose of this research is to discussion factors affecting B2B firms’ product innovation strategy choices by applying regression for practical case analysis. The first section illustrates the characteristics of a B2B firms that performs production innovation as well as the relationship between the industry characteristics, firm characteristics and production innovation. The second section will discuss the factors affecting product innovation strategies such as fast second, focus and disruption in relations to industry characteristics, firm characteristics and innovation strategy of the firm. By applying such two-step comparison, this research aims to find out how external and internal factors affect a firm’s production innovation choices. This research uses National Science Council Planning Division’s database from 2007, “Taiwan Technological Innovation Survey” with focuses on Taiwan’s B2B firm as research targets. Logit regression is used for case analysis followed by Heckman regression in hopes to correct self-selection bias. The following conclusion is made: 1. The position of value added chain, firm size, market scope have positive correlation with product innovation. B2C firms has negative correlation with product innovation. Firm age and Hi-tech industry firms don’t have significant correlation with product innovation. 2. The position of value added chain, firm sized and independently owned brand have positive correlation with disruptive innovation. 3. Firms that choose to follow the second fast strategy are more likely to pursuit first mover advantage, while firms that choose focus and disruption would not. 4. Extension of product line is important and has a positive impact on firms that perform focus and disruption 5. Firms that perform Internal RD Activities, marketing activity of the innovative product will be positively impacted by choosing disruption while firms that thrive on Collaborative with customers, market share of existing product, and Intellectual Property Rights will be negatively impacted by choosing disruptio