現今社會環境快速變遷，企業莫不進行產品創新以爭取優勢地位，然而高度的產品創新程度是否真的能夠有效提升產品優勢並進而達到良好績效，過去的研究中同時存在著正反兩面的觀點。故本研究旨在驗證產品創新程度與產品優勢之間的關係，並且針對市場導向與市場不確定性對於此關係之調節效果，探討不同的環境下產品創新程度對於產品優勢的影響。
本研究根據天下雜誌「2013年製造業2000大調查」之企業為研究對象進行問卷調查，總共寄發出320 份問卷，實際有效問卷185 份，有效問卷回收率為57.81％，而實證分析結果如下；
1. 產品創新程度對於產品優勢有正向之影響。
2. 市場導向與市場不確定性對於產品創新程度與產品優勢之關係皆具有負向調節效果。
3. 在不同程度的市場導向與不同程度的市場不確定性交互作用下，產品創新程度對於產品優勢的影響各不相同。

In recent years, with rapidly changing environment, product innovation plays an important role in the firms. However, whether the product innovativeness can transfer to the product advantage then enhance the product performance, the current researches display different points of view. One of the purposes of this study is to examine the relationship between product innovativeness and product advantage. This study also explores the moderating effects of market orientation and market turbulence on the relationship between product innovativeness and product advantage.
The empirical data used in the study comprises of 185 samples of product projects in Taiwanese manufacturing firms. The main results of this thesis show that:
1. Product innovativeness has positive effect on product advantage.
2. Both market orientation and market turbulence have negative moderating effects on the relationship between product innovativeness and product advantage.
3. In the distinct environments comprising with different level of market orientation and market turbulence, the effect level of product innovativeness to product advantage are different from one another.

1. 林震岩 (民95)。多變量分析：SPSS的操作與應用。臺北：智勝文化。
2. 陳順宇 (民87)。多變量分析。臺北：華泰。
3. Afuah, A. (1998). Innovation management: Strategies, implementation and profits. Oxford University Press.
4. Appiah-Adu, K. (1998). Market orientation and performance: Empirical tests in a transition economy. Journal of Strategic Marketing, 6(1), 25-45.
5. Athaide, G. A., Meyers, P. W., & Wilemon, D. L. (1996). Seller–buyer interactions during the commercialization of technological process innovations. Journal of Product Innovation Management, 31(5), 406-421.
6. 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.
7. Atuahene-Gima, K. (1996). Market orientation and innovation. Journal of Business Research, 35(2), 93-103.
8. Atuahene-Gima, K. (1997). Adoption of new products by the sales force: The construct, research propositions, and managerial implications. Journal of Product Innovation Management, 14(6), 498-514.
9. Atuahene-Gima, K., Li, H. Y., & de Luca, L. M. (2006). The contingent value of marketing strategy innovativeness for product development performance in Chinese new technology ventures. Industrial Marketing Management, 35(3), 359-372.
10. Booz, Allen & Hamilton. (1982). New products management for the 1980s. New York: Booz, Allen and Hamilton, Inc.
11. Brentani, U. (2001). Innovative versus incremental new business services: Different keys for achieving success. Journal of Product Innovation Management, 18(3), 169-187.
12. Calantone, R. J., & 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.
13. Calantone, R. J., Chan, K., & Cui, A. S. (2006). Decomposing product innovativeness and its effects on new product success. Journal of Product Innovation Management, 23(5), 408-421.
14. Carpenter, G. S., & Nakamoto, K. (1989). Consumer preference formation and pioneering advantage. Journal of Marketing Research, 26, 285-298.
15. Christensen, C. M. (1997). The innovator's dilemma: When new technologies cause great firms to fail. Harvard Business School Press, Boston, MA.
16. Christensen, C. M. (2003). The innovator's solution: Creating and sustaining successful growth. Research-Technology Management, 46(5), 61-61.
17. Cooper, R. G. (1992). The newprod system: The industry experience. Journal of Product Innovation Management, 9(2), 113-127.
18. Cooper, R. G. (1999). The invisible success factors in product innovation. Journal of Product Innovation Management, 16(2), 115-133.
19. Cui, A. S., Griffith, D. A., & Cavusgil, S. T. (2003). The influence of competitive intensity and market dynamism on knowledge management capabilities of multinational corporation subsidiaries. Journal of International Marketing, 13(3), 32-53.
20. Dahl, D. W., & Hoeffler, S. (2004). Visualizing the self: Exploring the potential benefits and drawbacks for new product evaluation. Journal of Product Innovation Management, 21(4), 259-267.
21. Danneels, E., & 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.
22. Danneels, E., & Sethi, R. (2011). New product exploration under environmental turbulence. Organization Science, 22(4), 1026-1039.
23. Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37-52.
24. Day, G. S. (1999). Misconceptions about market orientation. Journal of Market-Focused Management, 4, 5-16.
25. Drucker, P. F. (1985). Innovation and entrepreneurship: Practice and principles. New York: Harper and Row.
26. Frankel, E. G. (1990). Management of technology change. New York: Kluwer Academic.
27. Gallouj, F., & Weinstein, O. (1997). Innovation in services. Research Policy, 26(4-5), 537-556.
28. Garcia, R., & 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.
29. Gatignon, H., & Xuereb, J. M. (1997). Strategic orientation of the firm and new product performance. Journal of Marketing Research, 34(1), 77-90.
30. Gaynor, G. H. (1991). Achieving the competative edge through integrated technology management. McGraw-Hill.
31. Glazer, R., & Weiss, A. M. (1993). Marketing in turbulent environments: Decision proccesses and the time-sensitivity of information. Journal of Marketing Research, 30, 509-521.
32. Greenley, G. E., & Oktemgil, M. (1997). An investigation of modulator effects on alignment skill. Journal of Business Research, 39(2), 93-105.
33. Griffin, A., & Hauser, J. (1992). Patterns of communication among marketing, engineering, and manufacturing: A comparison between two new product teams. Management Science, 38, 360-373.
34. Griffin, A. (2002). Product development cycle time for business-to-business products. Industrial Marketing Management, 31(4), 291-304.
35. Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market orientation and organizational performance: Is innovation a missing link? Journal of Marketing, 62, 30-45.
36. Hatch, M. J., & Cunliffe, A. L. (2006). Organization theory: Modern, symbolic, and postmodern perspectives. New York: Oxford University Press.
37. Henard, D. H., & Szymanski, D. M. (2001). Why some new products are more successful than others. Journal of Marketing Research, 38(3), 362-375.
38. Hoeffler, S. (2003). Measuring preferences for really new products. Journal of Marketing Research, 40(4), 406-420.
39. Holak, S. L., & Lehmann, D. R. (1990). Purchase intentions and the dimensions of innovation: An exploratory model. Journal of Product Innovation Management, 7(1), 59-73.
40. Houston, F. S. (1986), The marketing concept: What it is and what it is not. Journal of Marketing, 50, April, 81-87.
41. Hsieh, M. H., Tsai, K. H., & Wang, J. R. (2008). The moderating effects of market orientation and launch proficiency on the product advantage-performance relationship. Industrial Marketing Management, 37(5), 580-92.
42. Hult, G. T. M., Hurley, R. F., & Knight, G. A. (2004). Innovativeness: Its antecedents and impact on business performance. Industrial Marketing Management, 33(5), 429-438.
43. Hultink, E. J., & Schoormans, J. P. L. (1995). How to launch a high-tech product successfully: An analysis of marketing managers' strategy choices. Journal of High Technology Management Research, 6(2), 229-242.
44. Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57(3), 53-70.
45. Johne, F. A., & Snelson, P. (1989). Product development approaches in established firms. Industrial Marketing Management, 18(2), 113-124.
46. Schumpeter, J. A. (1934). The Theory of Economic Development: An inquiry into profits, capital, credit, interest and the business cycle. Transaction Publishers.
47. Kahn, K. B. (2001). Market orientation, interdepartmental integration, and product development performance. Journal of Product Innovation Management, 18(5), 314-323.
48. Kim, N., & Atuahene-Gima, K. (2010). Using exploratory and exploitative market learning for new product development. Journal of Product Innovation Management, 27(4), 519-536.
49. Kleinschmidt, E. J., & Cooper, R. G. (1991). The impact of product innovativeness on performance. Journal of Product Innovation Management, 8(4), 240-251.
50. Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions and managerial implications. Journal of Marketing, 54, 1-18.
51. Kohli, A. K., Jaworski, B.J., & Kumar, A. (1993). MARKOR - A measure of market orientation. Journal of Marketing Research, 30(4), 467-477.
52. Kotler, P. (2000). Marketing Management (10th ed.). Prentice-Hall, Inc.
53. Langerak, F., Hultink, E. J., & Robben, H. S. J. (2004). The impact of market orientation, product advantage, and launch proficiency on new product performance and organizational performance. Journal of Product Innovation Management, 21(2), 79-94.
54. Langerak, F., Peelen, E., & Commandeur, H. (1997). Organizing for effective new product development - An exploratory study of Dutch and Belgian industrial firms. Industrial Marketing Management, 26(3), 281-289.
55. Li, T., & Calantone, R. J. (1998). The impact of market knowledge competence on new product advantage: Conceptualization and empirical examination. Journal of Marketing, 62(4), 13-29.
56. Lin, M. J., Tu, Y. C., Chen, D. C., & Huang, C. H. (2013). Customer participation and new product development outcomes: The moderating role of product innovativeness. Journal of Management & Organization, 19(3), 314-337.
57. Lukas, B. A., & Ferrell, O. C. (2000). The effect of market orientation on product innovation. Journal of the Academy of Marketing Science, 28(2), 239-247.
58. Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1-18.
59. McNally, R. C., Cavusgil, E., & Calantone, R. J. (2010). Product innovativeness dimensions and their relationships with product advantage, product financial performance, and project protocol. Journal of Product Innovation Management, 27(7), 991-1006.
60. Menguc, B., & Auh, S. (2006). Creating a firm-level dynamic capability through capitalizing on market orientation and innovativeness. Journal of the Academy of Marketing Science, 34, 63-73.
61. Menguc, B., Auh, S., & Yannopoulos, P. (2014). Customer and supplier involvement in design: The moderating role of incremental and radical innovation capability. Journal of Product Innovation Management, 31(2), 313-328.
62. Miller, D., & Friesen, P.H. (1982). Innovation in conservative and entrepreneurial firms. Strategic Management Journal, 3(1), 1-25.
63. Montoya-Weiss, M. M., & Calantone, R. (1994). Determinants of new product performance: A review and meta-analysis. Journal of Product Innovation Management, 11(5), 397-417.
64. Narver, J. C. & Slater S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54, 20-35.
65. Narver, J. C., Slater, S. F., & MacLachlan, D. L. (2004). Responsive and proactive market orientation and new-product success. Journal of Product Innovation Management, 21(5), 334-347.
66. Olson, E. M., Slater, S. F., & Hult, G. T. M. (2005). The performance implications of fit among business strategy, marketing organization structure, and strategic behavior. Journal of Marketing, 69(3), 49-65.
67. Pattikawa, L. H., Verwaal, E., & Commandeur, H. R. (2006). “Understanding new product project performance. European Journal of Marketing, 40(11/12), 1178-1193.
68. Pelham, A. M., & Wilson, D. T. (1996). A longitudinal study of the impact of market structure, firm structure, strategy, and market orientation culture on dimensions of small-firm performance. Journal of the Academy of Marketing Science, 24(1), 27-43.
69. Penrose (1959). The theory of the growth of the firm. New York: John Wiley and Sons.
70. Perry, D. G. (1988). Victims of peer aggression. Developmental psychology, 24(6), 807-14.
71. Ruekert, R. W. (1992). Developing a market orientation: An organizational strategic perspective. International Journal of Research in Marketing, 9, 225-245.
72. Shapiro, B. P. (1988). What the hell is market oriented? Harvard Business Review, 66, 119-125.
73. Slater, S. F., & Narver, J. C. (2000). Intelligence generation and superior customer value. Journal of the Academy of Marketing Science, 28(1), 120-127.
74. Slater, S. F., & Narver, J. C. (1994). Does competitive environment moderate the marketing orientation: performance relationship? Journal of Marketing, 58(1), 46-55.
75. Song, X. M., & Parry, M. E. (1997). The determinants of Japanese new product successes. Journal of Marketing Research, 34(1), 64-76.
76. Song, X. M., & Parry, M. E. (1999). Challenges of managing the development of breakthrough products in Japan. Journal of Operations Management, 17(6), 665-688.
77. Song, X. M., & Xie, J. (2000). Does innovativeness moderate the relationship between cross-functional integration and product performance? Journal of International Marketing, 8(4), 61-89.
78. Souder, W. E. (1987). Managing new product innovations. Lexington Books.
79. Stock, R. M., & Zacharias, N. A. (2013). Two sides of the same coin: How do different dimensions of product program innovativeness affect customer loyalty? Journal of Product Innovation Management, 30(3), 516-532.
80. Szymanski, D. M., & Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), 16-35.
81. Szymanski, D. M., Kroff, M. W., & Troy, L. C. (2007). Innovativeness and new product success: insights from the cumulative evidence. Journal of the Academy of Marketing Science, 35(1), 35-52.
82. Tatikonda, M. V., Montoya-Weiss, M. M. (2001). Integrating operations and marketing perspectives of product innovation: The influence of organizational process factors and capabilities on development performance. Management Science, 47(1), 151-172.
83. Tsai, K. H., & Yang, S. Y. (2013). Firm innovativeness and business performance: The joint moderating effects of market turbulence and competition. Industrial Marketing Management, 42(8), 1279-1294.
84. Tsai, K., Chou, C., & Kuo, J. H. (2008). The curvilinear relationships between responsive and proactive market orientations and new product performance: A contingent link. Industrial Marketing Management, 37(8), 884-894.
85. Wren, B. M., Souder, W. E., & Berkowitz, D. (2000). Market orientation and new product development in global industrial firms. Industrial Marketing Management, 29(6), 601-611.
86. Zhang, J., & Duan, Y. (2010). The impact of different types of market orientation on product innovation performance evidence from Chinese manufacturers. Management Decision, 48(6), 849-867.
87. Zhou, K. Z. (2006). Innovation, imitation, and new product performance: the case of China. Industrial Marketing Management, 35(3), 394-402.