近年來,企業在組織設計上多朝向具有彈性應變能力的有機式組織結構。根據資訊管理與組織設計理論,如果公司的資訊處理與組織設計配合,則可以達到較高的績效。因此,本研究即從企業之市場資訊處理能力,以及組織設計兩方面探討對新產品開發績效的影響。
本研究以國內烘焙食品業廠商為研究對象,採問卷調查與實務訪談進行實證研究,總共發出187份問卷,實際有效問卷81份,回收率為43.3%。研究的結果如下：
一、企業之市場資訊處理能力可經由：「資訊來源管道多寡」、「技術門衛多寡」、「蒐集來源的內外部性」、「資訊傳播的充分性與有效性」、「資訊傳播利用非正式溝通的程度」、「組織成員心態的開放與分享程度」、「轉換決策的頻度」等七個構面衡量。上述程度越高,表示資訊處理能力越強。同時,在新產品開發績效的表現上,無論是利潤目標、銷售目標、策略目標、業績佔比目標、顧客整體滿意度目標的達成上均有較高的績效表現。
二、企業採取「有機式」的組織設計,相較於「機械式」的組織設計,無論在市場資訊處理能力或新產品績效上,均有明顯較高的表現。顯見,在變動的環境中,組織設計需朝向具有彈性與快速應變能力的有機式組織,較具有競爭力。
三、當企業具備不同的市場資訊處理能力配合不同的組織設計時,新產品的績效將有明顯的差異。其中以具備「高效型」市場資訊處理能力,配合有機式的組織設計具有最高的新產品開發績效;相反的,具備「低效型」市場資訊處理能力之廠商,若配合採行機械式的組織設計,其新產品開發績效最低。

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