科技蓬勃發展，環境快速變遷，企業莫不投入創新以爭取優勢地位，管理大師彼得杜拉克更呼籲「不創新便滅亡」的概念。但是高度創新是否真的能夠有效提升績效，於過去研究中卻呈現眾說紛紜的情況。故本研究主在驗證創新程度、產品優勢、顧客對產品熟悉度以及新產品開發績效間之關係，並且針對產品優勢與顧客對產品熟悉度之中介效果，探討創新程度對新產品開發績效的影響。
本研究以中華徵信所「2006年大型企業排名TOP5000排名」中之製造業為研究對象，進行問卷調查，總共寄發出600份問卷，實際有效問卷137份，有效份數回收率為22.83％。為充分反映各變數之因果關係，本研究採用結構方程模式（SEM）進行分析。
實證分析結果如下；
1.產品優勢與顧客對產品熟悉度皆對新產品開發績效有正向之影響，且創新程度對產品優勢有正向影響，但是創新程度與顧客對產品熟悉度之間卻呈現負向的關係。
2.創新程度藉由產品優勢與顧客對產品熟悉度之中介效果影響新產品開發績效。
3.創新程度對產品優勢之影響與創新程度對顧客對產品熟悉度之影響存在顯著差異。

Does product innovativeness affect new product development performance? The current research displays that the difference in results. This article illustrates the relationship among innovativeness, product advantage, and customer familiarity, and new product development performance.
The research subject consists of 600 Taiwanese Manufacturing Industry. The research was conducted using the survey techniques of both online questionnaires and E-mail questionnaires. 137 valid questionnaires were received, implying a 22.83% recovery rate. A structural equation modeling （SEM） was conducted to test the relationships among innovativeness, product advantage, and customer familiarity, and new product development performance.
The main results of this thesis are discovered:
1. Product advantage and customer familiarity have positive effect on new product development performance. The effects from Innovativeness to product advantage and customer familiarity were positive and negative.
2. Product advantage and customer familiarity are the medium between innovativeness and new product development performance.
3. The effect form innovativeness to product advantage was different to the effect form innovativeness to customer familiarity.

一、中文部分
司徒達賢(1985)。企業概論。臺北：國立空中大學。
呂鴻德(1992)。技術策略、功能互動與新產品績效關係之研究。國立台灣大學商學研究所博士論文，台北。
李書政(1997)。新產品開發成功之因果模式研究。私立大同工學院事業經營研究所碩士論文，台北。
許士軍(1987)。現代行銷管理。台北：商略印書館。
陳冠華(2003)。台灣製造業導入協同產品商務之探索性研究。國立中山大學資訊管理學系研究所碩士，高雄。
陳順宇(1998)。多變量分析。台北：華泰。
潘寶蓮(2002)。協同合作廠商產品知識分享的成因及其對新產品開發績效影響之研究。佛光人文社會學院資訊學研究所碩士論文，宜蘭。
賴士葆(1991)。研究發展/行銷/製造三部門互動與新產品績效相關之研究。台北：華泰。
鍾志明(1999)。新產品發展過程之資源配置與績效之關係--以我國製造業為例。國立政治大學企業管理學系博士論文，台北。
二、英文部分
Afuah, A. (1998). Innovation management: Strategies, implementation and profits. Oxford University Press.
Ali, A. (1994). Pioneering versus incremental innovation: Review and research propositions. Journal of Product Innovation Management, 11(1), 46-61.
Ali, A., Krapfel, R., and LaBahn, D. (1995). Product innovativeness and entry strategy: Impact on cycle time and break-even time. Journal of Product Innovation Management, 12(1), 54-69.
Atuahene-Gima, K. (1995). An exploratory analysis of the impact of market orientation on new product performance: A contingency approach. Journal of Product Innovation Management, 12(4), 275-293.
Atuahene-Gima, K. (1996). Market orientation and innovation. Journal of Business Research, 35(2), 93-103.
Bagozzi, R. P., and Yi, Y. (1988). On the evaluation of structure equations models. Academic of Marketing Science, 16(1), 76-94.
Berelson, B., & Steiner, G. A. (1964). Human behavior. Harcourt, Brace & World New York.
Bettman, J. R., Luce, M. F., and Payne, J. W. (1998). Constructive consumer choice processes. The Journal of Consumer Research, 25(3), 187-217.
Booz, Allen and Hamilton. (1982). New products management for the 1980s. New York: Booz, Allen and Hamilton, Inc.
Browne, M. W., and Cudeck, R. (1989). Single sample cross-validation indices for covariance structures. Multivariate Behavioral Research, 24(4), 445-455.
Cahill, D. J., Thach, S. V., and Warshawsky, R. M. (1994). The marketing concept and new high-tech products: Is there a fit? Journal of Product Innovation Management, 11(4), 336-343.
Calantone, R. J., Chan, K., and Cui, A. S. (2006). Decomposing product innovativeness and its effects on new product success. Journal of Product Innovation Management, 23(5), 408-421.
Calantone, R. J., and di Benedetto, C. A. (1988). An integrative model of the new product development process. an empirical validation. Journal of Product Innovation Management, 5(3), 201-215.
Chacko, G. K. (1988). Technology management: Applications to corporate markets and military missions. Praeger.
Chatterjee, R., and Eliashberg, J. (1990). The innovation diffusion process in a heterogeneous population: A micromodeling approach. Management Science, 36(9), 1057-1079.
Christensen, C. M. (1997). The Innovator’s dilemma. Harvard Business School Press, Boston, MA,
Clark, K. B., and Fujimoto, T. (1990). The power of product integrity. Harv Bus Rev, 68(6), 107-118.
Cooper, R. G. (1992). The NewProd system: The industry experience. Journal of Product Innovation Management, 9(2), 113-127.
Cooper, R. G., Easingwood, C. J., Edgett, S., Kleinschmidt, E. J., and Storey, C. (1994). What distinguishes the top performing new products in financial services. Journal of Product Innovation Management, 11(4), 281-299.
Cooper, R. G., and Kleinschmidt, E. J. (1986). An investigation into the new product process: Steps, deficiencies, and impact. Journal of Product Innovation Management, 3(2), 71-85.
Cooper, R. G., and Kleinschmidt, E. J. (1987). New products: What separates winners from losers? Journal of Product Innovation Management, 4(3), 169-184.
Cooper, R. G., and Kleinschmidt, E. J. (1997). Winning businesses in product development: The critical success factors. The Journal of Product Innovation Management, 14(2), 132-132.
Crawford, C. M. (1994). New products management, 4rd, richard D. Irwin Company, Homewood, IL,
Danneels, E., and Kleinschmidt, E. J. (2001). Product innovativeness from the firm''s perspective: Its dimensions and their relation with project selection and performance. Journal of Product Innovation Management, 18(6), 357-373.
Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37-52.
Drucker, P. F. (1985). Innovation and entrepreneurship: Practice and principles.[M] new york: Harper and row.
Edgett, S., Shipley, D., and Forbes, G. (1992). Japanese and british companies compared: Contributing factors to success and failure in NPD. Journal of Product Innovation Management, 9(1), 3-10.
Frankle, E. G. (1990). Management of technology changeKluwer Academic.
Gallouj, F., and Weinstein, O. (1997). Innovation in services. Research Policy, 26(4-5), 537-556.
Garcia, R., and Calantone, R. (2002). A critical look at technological innovation typology and innovativeness terminology: A literature review. Journal of Product Innovation Management, 19(2), 110-132.
Gatignon, H., and Xuereb, J. M. (1997). Strategic orientation of the firm and new product performance. Journal of Marketing Research, 34(1), 77-90.
Gaynor, G. H. (1991). Achieving the competative edge through integrated technology management. McGraw-Hill.
Griffin, A. (1997). PDMA research on new product development practices: Updating trends and benchmarking best practices. Journal of Product Innovation Management, 14(6), 429-458.
Griffin, A. (2002). Product development cycle time for business-to-business products. Industrial Marketing Management, 31(4), 291-304.
Griffin, A., and Hauser, J. R. (1992). The marketing and R and D interface.
Griffin, A., and Page, A. L. (1996). PDMA success measurement project: Recommended measures for product development success and failure. Journal of Product Innovation Management, 13(6), 478-496.
Grove, A. S. (1999). Only the paranoid surviveCurrency Doubleday New York.
Hair, J. F., Anderson, R. E., Tatham, R. L., and William, C. (2006). Multivariate data analysis, sixth edition. Englewood Cliffs, NJ: Prentice-Hall.
Hempel, C. G. (1966). Philosophy of natural science. Prentice-Hall.
Henderson, R. M., and Clark, K. B. (1990). Architectural innovation: The reconfiguration of existing product technologies and the failure of established firms. Administrative Science Quarterly, 35(1)
Hoeffler, S. (2003). Measuring preferences for really new products. Journal of Marketing Research, 40(4), 406–420.
Holak, S. L., and Lehmann, D. R. (1990). Purchase intentions and the dimensions of innovation: An exploratory model. Journal of Product Innovation Management, 7(1), 59-73.
Holt, K. (1988). Product innovation management. Butterworths Boston.
Hua, S. Y., and Wemmerl