Cooperative Capacity - A Prerequisite Potential for Selecting Collaborative NPD Partner Cooperative Relationship Quality and Project Performance

Abstract

[[abstract]]摘要 台灣資訊產業在全世界產業鏈上扮演關鍵角色，委託代工設計製造(ODM)的新產品專案的獨特合作模式為其主因。過去研究類似聯盟合作關係皆强調廠商與合作夥伴之間的互動關係，本研究採組織適配觀點，提出「合作能耐 (cooperative capacity)」構念，強調廠商與合作夥伴的先驗能力，此能耐可提供廠商在選擇合作夥伴時之重要參考決策因子。在聯盟夥伴選擇後，利用「合作關係品質」的觀點進而探討影響長期夥伴關係與促進新產品開發的關鍵績效中介因素，並以台灣資訊電子廠商為實證對象研究。本研究冀希建立ㄧ整合性的夥伴選擇觀念性架構，為台灣資訊電子廠商作為合作專案夥伴策略規劃時之依據。 總計蒐集116組OEM/ODM新產品專案。實證研究發現，合作能耐對信任具有顯著的直接效果，且對新產品專案績效具間接的影響效果，顯示夥伴選擇的先驗因素-合作能耐-在合作專案的過程中扮演者重要前置角色。合作關係品質中信任、關係承諾與溝通品質對新產品專案優勢(成本、品質績效)具有顯著的直接效果；而溝通品質對新產品專案績效(交期績效)不具影響效果，顯示出合作夥伴透過彼此的信任、有效的溝通及專屬性資產的投入是維持夥伴關係的關鍵因素，同時也是達成新產品專案優勢的重要因子。本研究結果可供資訊電子廠商在選擇合作夥伴時，除了考量雙方的合作能耐之外，過程中檢視信任、溝通品質與關係承諾等因素，以期順利完成專案，共創雙贏結果。[[abstract]]Abstract Taiwanese IT firms have developed themselves as major players in the global IT market through ODM (Original Design and Maunfacturing) business model However in term of NPD(New Product Development) projects on alliances focus on mutual interaction relationship among alliance firms This research has developed a construct-“cooperative capacity” a prerequisite potential that can lead to a better performance of co-alliance NPD project The development of cooperative capacity intends to offer firms NPD projects priori indicators for selecting partners From a NPD process point of view this study propose that cooperative capacity can facilitate a co-alliance team’s communication quality and relationship commitment resulting in better project performances Based on 116 ODM NPD projects in Taiwanese firms the empirical test finds trust as the most influential mediating variable on the relationship between cooperative capacity(except for culture similarity) and the NPD project’s performance Commitment and communication quality also significantly mediate the relationship between trust and NPD project’s performance except the insignificant impact of communication quality on delivery The study conforms cooperative capacity as the key factor contributing to mutual trust effective communication and commitment of co-alliance NPD projects and learning to lwge project performance The study helps Taiwanse IT firms some guidance to screen ODM partners In other words co-alliance firms may select their ODM partners by judging the quality of cooperative capacit