过去产品成功与失败经验的绩效反馈机制:IVC与CVC的调节作用  

Performance feedback mechanism of past product success and failure experience:The moderating effects of IVC and CVC

作　　者：马荣康[1] 王恺[1] 李真真[1] MA Rongkang;WANG Kai;LI Zhenzhen(School of Economics and Management,Dalian University of Technology,Dalian 116024,China)

机构地区：[1]大连理工大学经济管理学院,辽宁大连116024

出　　处：《管理工程学报》2023年第5期78-89,共12页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71972022);中央高校基本科研业务费资助项目(DUT21RW208);大连市青年科技之星项目(2020RQ010)。

摘　　要：在高度竞争的行业中,企业如何从过去产品的成功与失败经验中及时获得绩效反馈,进而提升未来新产品绩效是学术界关注的热点问题。本文基于绩效反馈相关理论,探讨在高度竞争行业中,企业过去产品的成功与失败经验如何影响未来的新产品绩效,并基于委托代理理论考察不同背景风险投资对过去成功、失败经验与企业新产品绩效关系的调节效应,以2019年度始终处于App Store畅销榜单前200的76个移动游戏应用作为样本进行实证检验。结果发现:(1)在高度竞争行业中,过去产品的成功经验对企业新产品绩效具有显著的正向影响,而失败经验对企业新产品绩效具有显著的负向影响;(2)当企业拥有独立背景风险投资(IVC)时,过去产品成功经验对企业新产品绩效的正向作用会增强,失败经验对企业新产品绩效的负向作用同样会增强。相比之下,当企业拥有企业背景风险投资(CVC)时,过去产品成功经验对新产品绩效的正向作用会减弱,而失败经验对新产品绩效的负向作用同样会减弱。本研究丰富了绩效反馈相关理论发挥作用的内在机制及边界条件,对我国移动游戏领域创业企业新产品开发策略选择也具有一定参考价值。In a highly competitive industry,how companies can improve new product performance by obtaining timely performance feedback from past product success and failure experiences is a hot issue in academia.In recent years,the competition in China′s mobile game industry has become increasingly fierce,and the ability to develop excellent mobile game product applications is key to the survival of enterprises.Whether mobile game companies can obtain positive performance feedback from past product success and failure experiences has become a concern of academic circles and corporate management.Based on performance feedback theories,this article explores how the past product success and failure experience of companies in highly competitive industries affect their new product performance.We also use the principal-agent theory to investigate the moderating effect of different types of venture capital on the relationships between past success or failure experience and new product performance.This article proposes that in the context of fierce competition in an industry,the slack effect of the successful experience of a company plays a stronger role than the organizational inertia effect,so the past successful product experience of a company will have a positive impact on the performance of new products in the future.Conversely,the threat rigidity effect of the failure experience of a company plays a stronger role than the problem search effect,so the product failure experience of a company in the past will have a negative impact on the future performance of new products.Moreover,venture capital with different backgrounds produces different moderating effects based on their characteristics.In a highly competitive industry,when a company has independent venture capital,both the positive impact of the company′s past product success experience and the negative impact of its failure experience will be strengthened.Conversely,when a company has corporate venture capital,both the positive impact of the company′s past product su

关 键 词：产品成功经验 产品失败经验 新产品绩效 不同背景风险投资 移动游戏应用 

分 类 号：F204[经济管理—国民经济]