消费者短视和以旧换新情形下设计架构与定价策略研究

耐用品的耐用性会抑制了新一代耐用品的销售,企业通常会采用以旧换新政策来激励新一代耐用品的销售。企业有两种产品设计架构策略:一体化架构策略与模块化架构策略,同时企业也有两种定价策略:静态定价策略和动态定价策略。在这种情况下,企业该如何确定产品设计架构和定价策略?在假定两期内消费者是短视情形下,论文建立了消费者与企业博弈模型分析和比较了三种情况。研究发现,无论是静态定价还是动态定价,无论是模块化架构还是一体化架构,购买了第一代产品的消费者都会整体更换成第二代产品;随着第二代核心系统的质量提升,以旧换新促使企业产品架构选择从一体化架构转变为选择模块化架构;当采用动态定价、第二代核心系统质量提升适中和折扣因子高时,企业会选择模块化架构;当企业采用模块化架构时,以旧换新政策会降低模块化产品第二代核心子系统和基础子系统之间的兼容性;如果两代产品之间的质量差距比较大,企业将会选择动态定价策略,反之会选择静态定价策略。     

多主体参与的绿色技术创新系统均衡及稳定性

构建由政府、企业和消费者组成的绿色技术创新系统演化博弈模型,分析了不同情形下参与主体策略选择对系统均衡策略影响的演化过程,并借助系统动力学实验方法进行了实验模拟论证。研究发现：（1）在绿色技术创新演化博弈系统所有可能的均衡策略中,只存在三个稳定的均衡策略,其中,绿色产品消费的经济收益和绿色技术创新品牌收益是驱动博弈系统向不同稳定均衡策略演进的重要动力。（2）企业绿色技术创新品牌收益和消费者绿色产品消费的经济收益是影响博弈演化系统最终向不同稳定均衡策略演进的主要因素。（3）在均衡状态（1,1,1）和均衡状态（1,0,0）下,通过促进消费者采取购买绿色产品策略对绿色技术创新系统的影响更为显著;在均衡状态（1,1,0）下,促进消费者采取购买绿色产品策略对绿色技术创新系统的影响更为显著,而提高市场规制强度和企业绿色技术创新意愿的影响效果较为微弱。     

设计驱动式创新机理研究

设计驱动式创新是一种前沿的创新理论,强调通过对现存技术元素和社会文化元素的创造性组合来形成新的产品解决方案。本文基于对我国211家创新型企业的问卷调查,采用结构方程的方法对设计驱动式创新的机理与作用路径进行了实证分析。研究结果表明,企业拥有的不同设计资源组合会形成不同的关键设计创新能力,最终影响到创新绩效。研究揭示了各设计资源要素对创新绩效的促进作用。为企业在创新实践中通过合理的资源获取和配置,提升自身设计创新能力,有效实施设计驱动式创新提供理论指导。     

基于模块化网络组织的知识流动研究

模块化网络组织是新经济时代兴起的一种新型产业组织形式,它为知识流动提供了网络平台,同时它的组织特性又有利于促进知识流动和整合.知识流动能够提升模块化分工水平,推动网络组织升级和技术创新,化解模块化风险,从而增强模块化网络组织的竞争优势.本文引入企业知识理论,分析了模块化网络组织与知识流动的耦合机制以及模块化网络组织环境下知识流动的动态过程、动力机制和主要模式.     

Organizational emotional capability,product and process innovation,and firm performance: An empirical analysis

The concept of emotional capability is one of the competencies that a firm has which is vital for the daily life of the organization. However, the effect of emotional capability, involving the dynamics of encouragement, displaying freedom, playfulness, experiencing, reconciliation, and identification constructs on the firm innovativeness (i.e., product and process) is interestingly missing in the technology and innovation management (TIM) literature. In this study, by investigating 163 Turkish firms, the dynamics of encouragement and experiencing were found to have a positive association with both firm product and process innovativeness; and the dynamics of displaying freedom have a positive relationship with firm process innovativeness. We also demonstrate that the impact of emotional capability constructs on firm innovativeness is contingent upon environmental uncertainty. Specifically, we find that the influence of the dynamics of encouragement on firm product innovation increases with increased rate of environmental uncertainty. Interestingly, the relationship between the dynamics of experiencing and product innovation across low, medium, and high levels of environmental uncertainty is an ∩-shaped. And, the relationship between the dynamics of displaying freedom and product innovation across low, medium, and high levels of environmental uncertainty is a U-shaped. In addition, we show that a firm's emotional capability influences its financial and market performance via firm innovativeness. We discuss the theoretical and managerial implications of the study's findings.     

动态寡头市场博弈条件下企业创新能力的产品创新及工艺创新选择

应用双寡头动态博弈的均衡方法,研究企业创新能力对企业进行产品创新和工艺创新的影响;引入产品创新成本系数的概念,建立企业的创新能力、竞争激烈程度以及企业的产品质量和技术创新种类的关系,推导出企业创新模式的判据式。结果显示,企业产品创新能力越强,在Bertrand竞争和Cournot竞争中都选择产品创新的可能性越大。当企业产品创新能力下降到一定的程度,高质量企业在Cournot竞争中首选工艺创新;低质量企业在Bertrand竞争中首选工艺创新。     

Designing Products for Adaptability: Insights from Four Industrial Cases

Developing products that are more easily adaptable to future requirements can increase their overall value. Product adaptability is largely determined by choices about product architecture, especially modularity. Because it is possible to be too modular and/or inappropriately modular, deciding how and where to be modular in a cost‐effective way is an important managerial decision. In this article, we gather data from four case studies to model effects of firms’ product architecture decisions at the component level. We optimize an architecture adaptability value (AAV) measure that accounts for both the benefits of more architecture options and the costs of interfaces. The optimal architecture prompted each firm to rearchitect an existing product to increase its expected future profitability. Several insights emerged from the case evidence during this research. (i) Although decomposing an architecture into an increasing number of modules increases product adaptability, the amount of modularity is an insufficient predictor of the adaptability value of a system. AAV, which also accounts for interface costs, provides an improved measure of appropriate modularity. (ii) Managers can influence the path of architectural evolution in the direction of increased value. This influence may diminish but does not disappear as products become more mature. Also, modularity and innovations coevolved, as the new modularizations suggested by AAV optimization prompted and guided searches for further innovations. (iii) When presented with the concepts of options, interface costs, and AAV, the firms’ designers and managers were initially skeptical. However, in each case, the modelers were able to rearchitect an actual product not only with increased AAV by our model (theoretical improvement) but also with actual future benefits for their firm. Postproject reports from each firm confirmed that the AAV modeling and optimization approaches were indeed helpful, equipping them to increase the adaptability, cost‐efficiency, lifespan, and overall value of actual products. The evidence suggests that firms can benefit from designing products for adaptability, but that how they do so matters. This study expands our understanding of modularity and adaptability by illuminating managerial decisions and insights about appropriate approaches to each.     

基于DSM的应急任务流程模块化设计研究

应急任务的流程化管理是通过计算机网络平台实现对应急预案处置操作的必要环节,论文借助于流程模块化管理的思想,采用统一建模语言（UML）对应急任务之间的依赖关系进行描述,并映射到设计结构矩阵（DSM）中,运用四点刻度法对活动之间的流依赖,和资源依赖中的角色依赖、设备依赖和设施依赖的关系强度进行度量,提出了依赖量指标的计算方法,在此基础上,以降低模块间的耦合程度和提高模块内的依赖程度为目标,建立了应急任务活动的聚类优化模型,并设计了相应的遗传算法进行求解,通过案例计算分析,验证所提方法可以获得具有高内聚和松散连接的流程模块。这种方法可以大大减少组织管理的复杂程度,并为实现模块任务的快速重组和功能整合创造了条件。     

Product Modularity,Process Modularity,and New Product Introduction Performance: Does Complexity Matter?

Modularity has the potential to impact various facets of new product introduction performance including product development lead time, frequency of new product introduction, on time introduction and product innovation. The impact of modularity on new product introduction performance, however, may vary for different levels of product and process complexity. This study empirically investigates relationships between perceptual measures of product modularity, process modularity, and new product introduction performance and explores whether an objective product/process complexity measure moderates these relationships. Using survey‐based methodology we probe both manufacturers of technically simple products and technically complex products. Hierarchical regression models are used to test hypotheses concerning the main effects of product and process modularity and the effects of their interactions with complexity on new product introduction performance. The results show that the main effect of product modularity was positive and its interaction with complexity was disordinal and negative, suggesting that the positive effect of product modularity on new product introduction performance is dampened when complexity is high. For process modularity, only the interaction effect (positive) was statistically significant and it was also disordinal in nature. Thus, the effect of process modularity on new product introduction performance is heightened when complexity is high. The implications of these findings are discussed and more specific theoretical and managerial implications are delineated by examining the impacts of these main and interaction effects on individual measures of new product introduction performance (frequency of new product introduction, product development lead times, product innovation, and on‐time product launch).     

Service Architecture and Modularity*

An understanding of the nature of service architecture and modularity is crucial to service design and innovation. Two sets of approaches are developed that further our understanding and support decision making. First is a systematic decomposition approach to architecture modeling that allows organizations to understand their current architecture, evaluate alternative architectures, and identify key interfaces between different parts of the service. Second, the article develops a service modularity function (SMF), a mathematical model indicating the degree of modularity deriving from unique services and the degree to which the modules can be replicated across a variety of services. Three areas are identified that can contribute to competitiveness: the possession of unique service modules or elements not easily copied in the short term by competitors; the ability to exploit these through replication across multiple services and/or multiple sites; and the presence of a degree of modularity, which in turn supports both customization and rapid new product development. The SMF can support decision making in the design of services and the exploitation of service innovation. In particular, the relationship between architecture and modularity and the roles of service contact personnel in the customization of services is shown to be complementary. It is proposed that service customization can be either combinatorial (the combination of a set of service processes and products to create a unique service) or menu driven (the selection of one or more services from a set of existing services/products to meet customer needs).     

政府市场规制、产品消费选择和企业绿色技术创新

本文通过构建由地方政府、企业和消费者组成的绿色技术创新系统演化博弈模型,分析了不同现实情形下系统的均衡策略演化过程,并借助系统动力学实验方法进一步研究了相关因素对系统均衡的影响。研究发现:(1)在绿色技术创新演化博弈系统所有可能的均衡策略中,只存在三个稳定的均衡策略,即地方政府、企业和消费者的策略分别为(市场规制,不绿色技术创新,购买传统产品)、(市场规制,绿色技术创新,购买传统产品)、(市场规制,绿色技术创新,购买绿色产品)。(2)企业绿色技术创新品牌收益和消费者绿色产品消费的经济收益是影响博弈演化系统最终向不同稳定均衡策略演进的主要因素。(3)在第一种均衡状态下,产品的基础价值、绿色偏好收益、绿色消费意识和产品价格等是影响消费者购买绿色产品的主要因素;在第二种均衡状态下,政策收益、规制成本及产品市场需求量是影响政府采取市场规制策略的主要因素;在第三种均衡状态下,绿色技术创新补贴系数、市场规制强度和企业绿色技术创新品牌收益是影响企业采取绿色技术创新策略的主要因素,且各影响因素对博弈主体策略选择的方向和边际的影响均存在较大差异。上述结论将为进一步完善绿色发展理论提供参考,也为构建市场导向的绿色技术创新体系提供借鉴。     

研发/制造/营销跨职能整合与新产品开发：产品创新性的差异效应研究

本文考察了研发/制造/营销跨职能整合的前端驱动要素及跨职能整合对新产品开发绩效的提升机制。结果表明：联合创新激励、高层管理者支持、产品开发正式化和产品开发动态性是增强跨职能整合有效性的重要前因变量,跨职能整合提升了产品线协同和新产品开发绩效,产品线协同和新产品开发有助于增加企业市场绩效,而产品创新战略则在以上路径关系间发挥了差异效应影响。当企业开发低创新性产品时,高层管理者支持和产品开发正式化对跨职能整合的驱动效应以及产品线协同对企业市场绩效的促进作用要更大,而当企业开发高创新性产品时,联合创新激励和产品开发动态性对跨职能整合的正向影响以及研发/制造/营销跨职能整合对产品线协同和新产品开发绩效的驱动效应则更为显著。     

Measuring Modularity‐Based Manufacturing Practices and Their Impact on Mass Customization Capability: A Customer‐Driven Perspective

As uncertainty in markets and technology intensifies, more companies are adopting modular product and process architectures to cope with increasing demands for individually customized products. Modularity‐based manufacturing is the application of unit standardization or substitution principles to create modular components and processes that can be configured into a wide range of end products to meet specific customer needs. This study defines modularity‐based manufacturing practices (MBMP), develops a valid and reliable instrument to measure MBMP, builds a framework that relates customer closeness, MBMP, and mass customization capability, and tests structural relationships within this framework using LISREL. Based on 303 responses from members of the Society of Manufacturing Engineers, statistically significant and positive relationships were found among customer closeness, modularity‐based manufacturing practices, and mass customization capability. Managerial implications of the empirical findings of this study and future research directions are also discussed.     

Product innovation input and outcome: moderating effects of the innovation process

In this research, we propose and examine the proposition that product innovation process is a moderator in the “innovation input–outcome” relationship. Innovation input involves R&D spending in relation to sales or R&D intensity. Innovation outcome involves innovation frequency or the number of new products developed and marketed. Innovation process involves the level of integration in organizational mechanisms: functional coordination, tool arrangement, and external relationship. Data from 45 medical and surgical device makers suggest that functional integration is a significant moderator in the innovation input–outcome relationship. External integration has only main effects whereas tool integration has neither main nor interaction effects on innovation frequency. Results could, however, be industry and sample specific. We discuss the implications of these findings for product innovation theory and research.     

Searching for innovation: Product,process, and business model innovations and search behavior in established firms

Prior research indicates that search practices are an important part of the innovation process. But where established firms search for different innovation types is not clear. Drawing on knowledge-based theory of innovation and using state-of-the-art statistical techniques (copula with Bayesian inference), we find that established firms predominantly rely on several external sources (broad external search) when introducing new business models, on internal and external sources with high intensity (deep search) when innovating processes, and on broad and deep external search when innovating products. We explain that broad external search is important for business model innovation (BMI) because increased exploration is needed when introducing new business models that rely on general rather than specialized technical or tacit business knowledge. We contribute to the innovation and business model literatures by nuancing the differences between innovation types (BMI, product, and process innovation) and the associated search behavior. It is important to consider these differences because they give us clues to understand how established firms can explore unfamiliar territories through BMI.     

考虑成本共担的复杂产品零部件协同创新Stackelberg优化研究

在技术不断升级改造背景下,复杂产品作为高端装备产品的代表,它的工艺技术创新水平在一定程度上代表了制造业的技术水平。由数以万计的零部件所组成的复杂产品在生产研发过程中,零部件的生产创新直接决定复杂产品的生产创新,而如何从供应链角度去研究零部件生产协同问题来实现复杂产品的生产协同成为难点。本文基于复杂产品协同制造模式,从主制造商激励视角出发,考虑零部件的工艺创新和装备创新,研究主制造商成本共担机制下复杂产品零部件的协同创新问题。首先,为激励供应商进行创新积极性,通过设计创新程度相关参数,依据零部件工艺创新程度和装配创新程度构建了复杂产品生产函数,探讨了主制造商成本共担激励策略,建立了基于成本共担协同创新Stackelberg博弈模型;其次,借助于成本共担与不共担情形下对比研究了最优创新程度水平以及主制造商最佳成本共担比例;最后,借助某商用飞机电力支持系统进行数值验证,结果表明：供应商最优成本共担比例和工艺弹性和装配弹性呈正比,最优工艺创新程度和装配创新程度与工艺弹性和装配弹性呈反比例关系,当弹性在一定范围变动时,成本共担要比成本不共担要好;当弹性超过变动范围时,则不再分担成本进行激励。本文系统分析了成本分担下零部件创新程度问题,为供应商和主制造商长期激励合作提供了一定决策依据。     

策略型消费者创新感知与产品定价换代策略研究

科学技术迅猛发展促使厂商频繁推出创新型产品以抢占市场份额,产品定价和换代策略成为厂商经营成败的重要因素。本文在产品技术创新视角下构建双寡头厂商三阶段产品最优定价与换代决策模型,结合效用函数和博弈分析方法从同质产品市场拓展为异质产品市场,求解出单品换代策略及共生换代策略下新品上市时点和旧产品退出市场时点的显示解,并通过仿真模拟探讨产品技术创新水平、消费者创新感知度对最优产品定价和换代策略的影响。研究表明产品技术创新水平和消费者创新感知度对厂商产品定价和换代策略有重要影响。同质产品市场下,市场潜在需求越大,产品初始定价越高。厂商面临内外部产品竞争时,市场潜在需求较小且两代产品处于共生状态下,为减弱内部竞争新旧产品最优定价差距不大;当市场潜在需求较大,厂商新品定价由技术创新水平决定,消费者技术创新感知值越高,新品定价越高,反之越低。当厂商技术创新水平处于劣势时,两厂商技术创新水平差距越大,劣势厂商越应提早退出市场。     

A Staged Service Innovation Model*

Drawing from the new product development (NPD) literature, service quality literature (SERVQUAL), and empirically grounded research with 53 service innovation decision makers, we develop a staged service innovation model (SIM) for decision makers. We tested the model using empirical data from 329 firms across five industries. The empirical results show that integrating prelaunch service quality training into new service development process leads to successful service innovation. The model developed in this article can be used as a decision support tool and diagnostic model for assessing service innovation ideas, evaluating performance of ongoing service innovations, allocating resources, and improving success rate of service innovations. Decision makers can use the measures developed in this study as a checklist to identify their strengths in delivering service quality to their own customers as well as areas of improvement. This article extends service innovation research by combining NPD and service quality development into a single study and opens the door to further work that could help improve the success rate of service innovations. The model can serve as a base model for future research extensions in service innovation research. A major takeaway for the academic reader is that the SIM demonstrates the value of using the SERVQUAL literature to understand how best to provide excellent quality that results in more fully satisfied customers and, ultimately, improved service performance.     

The impact of modular platforms on automobile manufacturing networks

This paper explores the impact on automobile manufacturing networks of adopting modular platforms to replace the standard platforms used to date. Analysis of European manufacturers’ production networks shows that the use of modular architecture improves coordination by increasing manufacturing mobility and thriftiness ability. The changes resulting from this new modular approach also allow manufacturing capacity to be reorganised and overcapacity to be partially eliminated. From the point of view of production systems, the adaptation of manufacturing processes and facilities to this new architecture should aim to increase flexibility by integrating production around a single platform, allowing for different dimensions and for a larger number of models to be produced in a single plant.     

风险视角下银行产品创新绩效评价模型

分析商业银行产品创新绩效水平对推动银行创新发展,提升竞争力尤为重要。考虑到商业银行产品创新过程中存在的风险,将信用风险作为非期望产出,纳入银行产品创新绩效评价体系,根据创新收入与风险之间是否存在同步关系,分别对非期望产出采用弱可处置性和强可处置性设置,构建基于数据包络分析模型（DEA）的固定相关模型（FCM）和变动相关模型（VCM）,用于商业银行产品创新绩效评价。此外,通过构建目标函数的产出优化模型,对FCM和VCM模型下的商业银行产品创新的目标收入进行估计。通过对两种模型下商业银行产品创新目标收入增加值进行分解,对银行风险管理水平进行讨论。最后,将提出的改进的DEA分析框架应用于中国上市商业银行进行案例分析,验证了模型构建的可行性,为商业银行产品创新绩效及相关问题提供模型参考。