研发阶段新产品信息发布的频率策略  

On Release Frequency of New Product Information during Developing

作　　者：李湛[1] 伍青生[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《中国科技论坛》2013年第2期115-121,共7页Forum on Science and Technology in China

基　　金：教育部人文社会科学研究项目"新产品项目对企业价值的影响:研发阶段传播策略的作用效果研究"(11YJA630051);国家自然科学基金研究项目(71072060)

摘　　要：基于信号理论和有效市场理论,本文以我国上市公司发布的新产品项目的相关信息为样本,采用事件研究法和回归分析,对研发阶段企业新产品信息发布的频率策略进行了研究。结果表明,研发阶段信息发布的频率对新产品的市场价值都存在倒U形关系;企业与外部商业伙伴的开发合作对频率策略有负向的调节作用;新产品的创新性对频率策略有正向调节作用。研究结果对新产品信息发布决策具有指导意义。Drawing on Signal Theory and Efficient Market Theory, basing on samples of new product projects conducted by public-lis- ted firms in China, we studied strategy of release frequency of new product information during developing process and its market effect, using methods of event study and regression analysis. Results demonstrated that, release frequency has inverted U-shape effect on new product value, and innovativeness of new product positively modifies effect of release frequency on new product value, and collabora- ting with business partners in developing process negatively modifies effect of release frequency on new product value. Results have im- plications to firm executives in new product development.

关 键 词：信息发布 频率 新产品开发 新产品营销 创新性 

分 类 号：F062.5[经济管理—政治经济学]