63 / 414
63
臺大管理論叢
2016/12
第
27
卷 第
1
期
63-98
DOI: 10.6226/NTUMR.2016.DEC.C102-022
廠商在多重市場接觸下，競爭者行動如何影響其
新產品上市速度與績效的關係？
How Competitors’ Actions Affect the Relationship between New
Product Launch Speed and Firm Performance in Multimarket
Contact?
摘 要
本研究主要結合多重市場接觸與動態競爭之概念，並藉由行銷領域中創新產品的觀念，
更深入探討廠商採取競爭行動背後的意涵。透過台灣四大連鎖便利商店（即統一超商、
全家、萊爾富與
OK
）為研究樣本，自「知識贏家」
(KMW)
網路新聞資料庫蒐集
2005
年至
2012
年，共計
8
年連鎖便利商店間的競爭新聞，並進一步將
8
年區分成
96
個月，
運用結構內容分析法
(Structured Content Analysis)
擷取連鎖便利商店
1,666
則新聞加以分
析。實證結果發現：
(1)
當焦點廠商的多重市場接觸程度愈高時，其採取新產品上市速
度會愈慢；
(2)
當新產品上市速度愈快，愈有利於焦點廠商的績效表現；以及
(3)
當競爭
者行動數目愈多時，會強化多重市場接觸程度與新產品上市速度之負向關係。
【關鍵字】
新產品上市速度、動態競爭、多重市場接觸
Abstract
This study aims to combine the concept of multimarket contact with competitive dynamics
and proposes the conception of a new product in the marketing domain. It further aims to
examine the implication behind the competitive actions of firms. The top four Taiwanese
chain convenience stores, namely, 7-ELEVEN, Family Mart, Hi-Life, and OK, are used as
the samples, and the news related to competitive interactions among these companies in
2005 to 2012 are collected. News articles from the past eight years are further separated into
96 months. Data are obtained from the Knowledge Management Winner (KMW) database.
Moreover, this study employs structured content analysis to construct the competitive action
database of the top four chain convenience stores relative to their competitive actions.
Finally, 1,666 news articles are retrieved. Empirical results indicate that (1) a negative
relationship exists between the degree of multimarket contact and new product launch speed,
(2) a positive relationship exists between new product launch speed and firm performance,
and (3) the number of competitor actions can strengthen the negative relationship between
the degree of multimarket contact and new product launch speed.
【
Keywords
】
new product launch speed, competitive dynamics, multimarket contact
喬友慶
/
國立中興大學企業管理學系教授
Yu-Ching Chiao
, Professor, Department of Business Administration, National Chung Hsing University
黃俊儒
/
國立中興大學企業管理學系博士
Chun-Ju Huang
, Ph.D., Department of Business Administration, National Chung Hsing University
黃雨霈
/
國立中興大學企業管理學系碩士
Yu-Pei Huang
, Master, Department of Business Administration, National Chung Hsing University
Received 2013/12, Final revision received 2014/12