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The influence of Social Capital constructing Marketing Resource and New Product Development Performance

Source
FirstTech Institutional Repository
Keywords
  • 新產品發展績效
  • 行銷資源
  • 社會資本
  • Social Capital
  • Marketing Resource
  • New Product Development Performance

Abstract

[[abstract]]The study tried to investigate the influence of new product development performance in a company from the aspect of social capital and the marketing resource We attempt to divides social capital into internal and external ones which respectively helped investigate marketing resource Then this study continued examining the influences of new product development performance affected by constructing marketing resource Finally this study inquired whether constructing marketing resource is an intermediary between social capital and new product development performance 101 Taiwanese manufacturing industries in this study were required to complete questionnaires This collected date was computed by SPSS The result of this study indicated: (1) The internal social capital and marketing resource that a company owns present just related (2) The external social capital and marketing resource that a company owns present just related (3) The marketing resource and new product development performance that a company owns present just related (4) The construction of marketing resource plays an intermediate role between social capital and new product development performance

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