THE IMPACTS OF MARKET ORIENTATION ON DESIGN PERFORMANCE:
THE IMPACTS OF MARKET ORIENTATION ON DESIGN PERFORMANCE:
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市场导向对设计性能的影响：
DOI：
10.11247/jsd.6.2_2_59
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发表时间：
2022
期刊：
影响因子：
--
通讯作者：
Yosuke Kanno and Satoshi Shibata
中科院分区：
文献类型：
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作者：
Matsuo;M.;Akira Kitai and Yoshimichi Shimada;Yosuke Kanno and Satoshi Shibata
产品开发组织的营销行为对产品设计过程和产品设计绩效都有重要影响。然而，现有的研究还没有充分识别出对设计绩效影响最大的营销行为类型。本研究主要研究产品开发组织的战略行为与其市场反应的关系，并阐明其对产品设计绩效的影响。具体地说，本研究考察了市场导向的概念，首先将其分为三种类型(响应型客户导向、主动型客户导向和竞争者导向)，然后区分了市场发展的三个阶段(流动阶段、过渡阶段和特定阶段)。利用对日本制造企业的问卷调查结果，我们调查了每种类型的市场导向在市场发展的每个阶段对设计绩效的影响方式。研究发现，不同类型的市场导向对设计绩效的影响因市场发展阶段不同而不同。
The marketing behavior of a product development organization has a significant impact on both the process and performance of product design. However, existing research has not sufficiently identified the types of marketing behaviors that most affect design performance. This study focuses on the strategic behaviors of product development organizations as they relate to their market response and clarifies their effect on product design performance. Specifically, the study examines the concept of market orientation, first dividing it into three types (responsive customer orientation, proactive customer orientation, and competitor orientation) and then differentiating three stages of market development (fluid stage, transitional stage, and specific stage). Using the results of a questionnaire survey of Japanese manufacturing companies, we investigate the ways in which each type of market orientation impacts design performance at each stage of market development. It was found that the effects of the various types of market orientation on design performance vary with the stage of market development.