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基于竞争价值框架和战略理论,在新产品开发过程中,企业文化特性与战略聚焦因素的有效适应或协同对新产品创造力有积极的影响作用。企业文化特性是指一组企业成员所共享的价值观、规范、信仰和群体性认知,能够影响并塑造组织成员的认知、动机和能力,因而在新产品研发阶段对企业产生新想法和解决创造性问题的能力均有重要影响。目前相关研究已开始探讨员工所处的企业文化环境对其新颖而有用想法的产生能力(即创造力)的影响。但鲜有研究在企业层面分析企业文化特性与企业战略的交互对新产品创造力的作用机理。从竞争价值框架和战略聚焦视角出发,深入分析企业不同文化特性与新产品创造力之间的作用关系,建立基于战略聚焦视角的文化特性-创造力匹配模型,并实证检验新产品开发过程中两类企业文化特性对新产品创造力的影响以及战略聚焦变量在这一过程中的调节机理。为了揭示企业文化特性影响新产品创造力的作用机理,在直接检验柔性导向文化和控制导向文化与新产品创造力关系的基础上,深入分析并检验组织内外部战略聚焦变量(长期导向和企业家导向)对上述关系的调节作用。以209家中国企业为研究对象进行实证研究,结果表明柔性导向文化和控制导向文化均正向促进新产品创造力;企业家导向正向调节柔性导向文化和控制导向文化与新产品创造力之间的关系;而长期导向对柔性导向文化和控制导向文化与新产品创造力之间关系的调节作用是非线性、倒U形的,即在新产品开发过程中,中等强度的长期导向对企业两种类型文化与新产品创造力的促进作用最强。研究结论为探讨企业文化特性的激励效能提供了新的理论视角,并对企业在新产品开发过程中的战略聚焦规划和创造力管理有重要的实践指导意义。
Based on the competitive value framework and strategic theory, in the process of new product development, the effective adaptation or synergy of corporate culture characteristics and strategic focus factors has a positive effect on the creativity of new products. Corporate culture refers to the values, norms, beliefs and group awareness shared by a group of business members, which can influence and shape the cognition, motivation and ability of the members of the organization, so as to create new ideas and solutions to the enterprises in the new product development stage The ability to think creatively has a major impact. At present, relevant researches have started to explore the impact of employees’ corporate culture on the ability to produce new and useful ideas (ie, creativity). However, few studies have analyzed the mechanism of the interaction between corporate culture characteristics and corporate strategy on new product creativity at the enterprise level. From the perspective of competitive value framework and strategic focus, this paper analyzes in depth the relationship between different cultural characteristics of enterprises and the creativity of new products, establishes a cultural characteristic-creativity matching model based on the strategic focus perspective, and empirically tests two new product development processes The influence of the corporate culture characteristics on the creativity of new products and the adjustment mechanism of strategic focus variables in this process. In order to reveal the mechanism of the influence of corporate culture on the creativity of new products, this paper analyzes and tests in-depth analysis of the relationship between internal and external strategic focus variables (long-term orientation and entrepreneurship) on the basis of directly examining the relationship between flexible orientation culture and control orientation culture and new product creativity Oriented) regulatory role of the above relationship. The empirical research on 209 Chinese enterprises shows that both flexible-oriented culture and controlled-oriented culture positively promote the creativity of new products. Entrepreneurial orientation is between the adjustment of flexible-oriented culture and the control-oriented culture and the creativity of new products The relationship between long-term orientation of flexible-oriented culture and control-oriented culture and the creativity of new products to regulate the role of non-linear, inverted U-shaped, that is, in the process of new product development, medium-sized long- Type culture and new product creativity to promote the strongest. The conclusions of the study provide a new theoretical perspective for exploring the incentive effectiveness of corporate culture characteristics and have important practical guiding significance for strategic focus planning and creativity management of enterprises in the process of new product development.