研发阶段新产品预告策略研究  

Strategies of New Product Preannouncement in the R■D Process

作　　者：伍青生[1] 李湛[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：《管理评论》2013年第10期129-137,共9页Management Review

基　　金：国家自然科学基金项目(71072060);教育部人文社会科学研究基金项目(11YJA630051)

摘　　要：在新产品开发过程中,企业在什么时候、以多快的频率对外公开发布其正在研发的新产品的信息,是其管理者需要慎重决策的问题。对发布新产品信息的频率,目前尚未找到直接的研究文献;对首次发布信息时间,已有的文献也还很有限。以有效市场理论和信号理论为基础,以过去十余年中国大陆上市公司公开发布的数百个新产品项目为样本,把事件研究法和回归分析相结合,本文研究了首次发布新产品信息的时间、新产品信息发布频率等策略对新产品市场价值的影响,以及新产品的创新性、开发中的外部合作策略对信息发布策略的效果的调节作用。结果显示,信息发布的频率、首次信息发布时间早晚与新产品的市场价值都存在倒U形的关系;外部开发合作对上述两种信息传播策略的效果存在负向调节作用;新产品的创新性对首次信息发布时间的效果存在正向调节作用。这些结果对于研发阶段企业制定新产品信息的传播策略具有理论价值和现实意义。When and how frequently to release new product information in the R＆D process, is a vital decision for corporate executives. Information release frequency hasn＇t been studied, to our best knowledge, in extant literature, and studies on release timing of new product information are very limited. Drawing on Signal Theory and Efficient Market Theory, basing on several hundred samples of new product projects conducted by public-listed firms in China during the last ten years, we study strategies of release timing and frequency of new product information in the R＆D process and their market effects, using methods of event study and regression analysis. Results demonstrate that, release timing and frequency have inverted U-shape effects on new product value, and collaborating with business partners in the R＆D process negatively modifies effects of release timing and frequency on new product value, and innovativeness of new product positively modifies the effect of release timing on new product value. Results of this study have implications to corporate executives in new product development.

关 键 词：新产品预告 时间 传播频率 新产品开发 市场价值 

分 类 号：F273.2[经济管理—企业管理]