在現今高速變動的產業環境中，新產品推出的成功與否與公司的業績達成及利潤目標有直接的關係，但新產品開發經常伴隨高失敗率的風險，一旦新產品上市失敗，公司所付出的代價可能極為慘重，因此充分瞭解新產品成功的因素，是企業發展新產品的重要努力方向。觀察近年來因推出新產品成功的公司，其共同點亦為：認真瞭解顧客的需要、發展出滿足顧客需要的產品，這種以顧客為中心的經營理念正在逐漸形成，企業朝向市場導向發展的趨勢也已刻不容緩。
早期學者對市場導向的研究主要著墨於市場導向與企業績效之關係探討，本研究進一步探討市場導向的三項行為成分(顧客導向、競爭者導向及跨功能協調)對新產品開發績效的影響，並納入產業別及產品創新類型，探討其造成的干擾效果。
由於企業資源有限，廠商應仔細定義資源使用的比例，本研究以台灣地區的製造業及服務業為研究對象，經由實證結果發現在不同的產業別或不同的產品創新類型下，市場導向的三項行為成分對新產品開發績效有不同的影響，故廠商為了提升新產品開發績效，應視本身所屬的產業別及產品的創新類型，強調不同的市場導向成分，本研究透過大量的實証資料的蒐集與分析所作成的結果，可望作為實務界管理者在實務運作上的參考。

(省略)

一、中文部份
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5.許士軍(民72)，現代行銷管理，台北：三民書局。
6.郭振鶴（民88），行銷研究，台北：華泰書局。
7.陳淑芬(民89)，『策略型態、市場導向、創新能力與績效關係之研究』，雲林科技大學企業管理研究所未出版之碩士論文。
8.陳順宇（民87），多變量分析，台北，華泰書局。
9.楊必立，劉水深(民77)，行銷管理辭典，臺北：華泰書局。
10.劉美慧(民88)，『不同創新類型下新產品發展階段跨部門互動之探討』，國立中央大學企業管理研究所未出版碩士論文。
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