技术知识与新产品开发优势:战略导向的调节作用

技术知识是我国企业在高不确定性环境下参与国际竞争的必备条件，也是企业通过不同战略导向获取新产品开发优势的关键保障。基于257份企业样本数据，检验了技术知识与新产品开发优势双维度间关系，以及企业两种不同战略导向选择的调节作用。研究发现：技术知识对新产品开发速度与新产品创新性均有正向作用；市场导向分别正向调节技术知识与新产品开发速度间、新产品创新性间关系，且对前者的正向调节强度更强；技术导向负向调节技术知识与新产品开发速度间关系，但正向调节技术知识与新产品创新性间关系。

Technical Knowledge and New Product Advantages: the Moderating Role of Strategic Orientation

Technical knowledge has been a prerequisite for Chinese enterprises to participate in international competition in a highly uncertain environment, and it is also a guarantee for enterprises to obtain advantages in new product development under different strategic orientations. Based on 257 sample data of enterprises, this study examines the relationships between technological knowledge and new product advantages, and the moderating effects of two different strategic orientation choices of enterprises. The research found that: technical knowledge has a positive effect on new product development speed (NPD speed) and new product creativity (NPC). Market orientation positively moderates the relationship between technical knowledge and NPD speed and NPC, and the former moderating relationship is stronger. Technology orientation negatively regulates the relationship between technological knowledge and the NPD speed, but positively regulates the relationship between technological knowledge and NPC.