中文摘要

產品協同開發或策略聯盟是當代的一種趨勢。雖然新產品協同開發普遍被認同具風險性且其價值曾被質疑，新產品是競爭激烈和快速變化環境中，企業的命脈和賴以生存的要素。且其眾多好處驅使企業應用協同方式開發新產品。欲更快、更好、更便宜的將新產品上市，新產品協同開發模式在很多場合已被證明是最有效和有效率的解決方法之ㄧ，尤其是研發資源不足的公司。
本研究以個案研究方式，藉著個案研究和文獻探討，特別是以產品開發及新產品協同開發關鍵成功因素之研究結論為基礎，從理論面連結實務面，提供一些實務經驗和做法，並提出一個新產品協同開發架構，提供鋼鐵業類似狀況的公司建構新產品開發方式的借鏡，並提供學術界發展理論模式參考。
作者在本個案中擔任協調者角色，開發過程中均親自參與，對於細部過程及困難瞭解甚深。作者為參與觀察者，並保有個案完整資料影本。故本研究資料收集除了文獻探討之外，以文件內容為主，以相關人員訪談為輔。
本研究個案以達成時間和技術目標要求之定義來說，是成功的新產品協同開發專案。本研究提出之新產品協同開發架構，由作者鑑別出來之14個個案關鍵成功因素中分成內部因素、外部因素、和協同因素三大類。內部因素包括市場導向產品策略、有效應用外部資源和技術、強力組織結構和支援、專案組員及合作公司早期參與、有效內部溝通、充份的內部資源支援、及良好新產品開發程序和執行等七個因素。外部因素包括市場及環境趨勢、合作公司支持、及外部關鍵技術引進等三個因素。協同因素包括外部溝通、相互信任、預期貢獻、及利益分配等四個因素。本研究結論為：有效協調合作本研究提出之新產品協同開發架構中之關鍵成功因素，並輔以實務經驗，則本研究個案的成功模式是可以複製的。
惟本個案研究是一個特例，個案公司缺少不?袗?生產必要之熱軋製程且研發資源不足。雖然是單一新平台型產品加上兩種衍生型產品的協同開發案，其普遍化可能性仍有待進一步實證研究。

Abstract

The collaborative product development or strategic alliances is a contemporary trend. Although collaborative new product development is widely recognized risky and its value has been questioned, new products remain the lifeblood of businesses and the essence for firms to survive in the competitive and rapid changing world. Nevertheless, many advantages drive the enterprises engaging in the collaborative model.
To bring new product to market faster, better, and cheaper, the collaborative new product development model has been demonstrated in amount of various settings as one of the most effective and efficient solutions for new product development, especially for those businesses that lack for sufficient R&D resources.
The purpose of this study is to present a framework with some practitioners’ new product development experience along with literature research and a case study of collaborative new platform product development project in Taiwan’s steel industry.
Tsang Min Chiu has been engaged in the study case as the coordinator of the project. As a participated observer, the author deeply involves the project and keeps a complete set of documents. Therefore, in addition to the literature, the data collection are mainly done by documentation and complemented by semi-constructed interview.
In this study, a collaborative new product development framework with suggestions of practitioners’ viewpoints has been presented. In the framework, a total of 14 successful factors have been identified and classified into internal, external, and collaborative factors with seven, three, and four components respectively. The internal key factors comprise of market-orientated product strategy, effective use of outside resources & technologies, strong organization structure and support, early involvement of team members and partners, effective internal communication, adequate resources, and good new product development process and execution. The external factors include market trend& environmental change, collaborator’s support, and key external technology utilization. And, the collaborative factors consist of external communication, trust, contribution, and benefits sharing.
The results of the study suggest that firms may successfully copy the collaborative new product development model by effective execution and cooperation of critical internal factors, external factors, and collaborative factors in the framework and mirroring the practitioners’ experience. However the framework derived from single case under specific conditions is limited and it would require further studies for its generalization.

TABLE OF CONTENTS

ABSTRACT (ENGLISH) …………………………………………….. I
ABSTRACT (CHINESE) …………………………………………….. II
ACKNOWLEDGEMENT …………………………………………….. III
DEFINITIONS …………………………………………….. IV
TABLE OF CONTENTS …………………………………………….. X
LIST OF FIGURES …………………………………………….. XIII
LIST OF TABLES …………………………………………….. XIV

CHAPTER 1 INTRODUCTION……………………………..……….… 1
1.1 Research Background and Research Motivation.. 1
1.2 Problem Statement……………………………….… 4
1.3 Purpose and Objective…………………………... 5
1.4 Research Questions and Scope………………….. 5
1.4.1 Delimitations………………………………………...5
Collaborative new product development………….5
Steel industry……………………………….……… 7
1.5 Outline of the Thesis and Research Process. 9
1.5.1 Outline of the Thesis…………………………….. 9
1.5.2 Research Process…………………………………… 10
CHAPTER 2 LITERATURE REVIEW…………………………………… 11
2.1 Literature Review……………………………….…. 11
2.2 Definition of New Product…….………………… 11
2.3 Definition of Product Development and New
ProductDevelopment………………………….…….…13
Product Development……………………………….…13
New Product Development………..………………….13
2.4 The New Product Development Process……....… 14
2.5 Reasons for New Product Success………………….19
2.6 Product Development Methodologies……………….19
Concurrent Engineering (CE)……………………….19
Integrated Product Development (IPD)……….….20
Collaborative Product Development (CPD)……...20
2.7 Inter-organizational Relations………………… 21
2.7.1 Internal Collaboration…………………………… 21
2.7.2 External Collaboration………………………...… 23
2.8 Success Factors of New Product Development…. 25
2.8.1 What is Success in New Product Development?.. 25
2.8.2 Critics of Financial Measures…………………… 26
2.8.3 The Critical Success Factors in Platform
Product Development……………………….………. 28
2.8.4 The Invisible Success Factors in New Product
Development…………………………………... 31
2.8.5 What Makes the Difference Between Winners and
Losers in New Product Development? …………. 32
2.9 Perspectives on Collaboration…………………… 39
2.9.1 Benefits (reasons) of Collaborative product
Development……………………………………… 39
2.9.2 Risks of Collaborative Product Development……40
2.9.3 The Effect of Collaboration on the Product
Development Process……………………………... 41
2.10 Factors Increasing the Probability of Successful
Collaborative New Product Development………… 42
CHAPTER 3 THE CONCEPTUAL FRAMEWORK...…………………….. 49
3.1 A Framework for Collaborative New Product
Development………………………………..….. 49
3.2 The Process of Implementing CNPD…………………………. 53
CHAPTER 4 RESEARCH METHODOLOGY….………………………….. 57
4.1 Choice of Approach……………………….……….. 58
4.2 The Case Study as a Research Strategy………. 58
4.3 Case Study Method…………………………………… 60
4.4 Data Collection…………………………………….. 61
4.5 Validity and Reliability……………………….. 63
CHAPTER 5 THE CASE STUDY…………………………………….… 64
5.1 The Characteristics of Steel Industry………. 64
5.2 The Background of Stainless Steel Industry: The
Stainless Steel Industry Today and Prospect. 64
5.3 Selection of the Case…………….………………. 66
5.4 Backgrounds of Collaborators…………….…….. 67
5.4.1 Background of C-company…………………………… 67
5.4.2 Background of T-company…………………………… 69
5.4.3 The process of Implementing R&D in T-company. 71
5.5 The Case Project…………………………….…... 71
5.5.1 Background of the Case Project………………… 72
5.5.2 The Results of the Project………………………. 73
5.6 Findings and Discussion of the Case Study…… 74
5.6.1 Market-oriented Product Strategy……………... 74
Meet Market Trends and Customers’ Needs…... 75
Listen to the Customers’ Voice……………... 75
Adopt Follower Strategy…………………………. 77
5.6.2 Effective Use of Outside Resources &
Technologies…………………………………………. 77
Choice of Partner…………………………………… 77
Collaboration Agreement…………………………… 79
5.6.3 Collaborator Support…………………………….. 80
5.6.4 Key External Technology Utilization…………. 81
5.6.5 Strong Organization Structure and Support…… 82
Top Management Support………………………...… 83
Cross-functional Team……………………………… 84
5.6.6 Early Involvement of Team Members and Partners86
Product Definition and Design…………………… 86
5.6.7 Effective Communication………………………... 88
5.6.8 Adequate Resources………………………………… 90
Key Experts……………………………...……….. 90
Facilities………………………………………….. 92
5.6.9 Good NPD process and Quality of Execution…… 92
The Process of Implementing CNPD Case in
T-company……………………………………. 92
The Collaborating Flow Chart of New Product
Development among Stakeholders………………… 96
5.6.10 The Findings of Interview……………………….. 97
CHAPTER 6 CONCLUSIONS AND FUTURE RESEARCH….………… 103
REFERENCES ……………………………………………. 105
APPENDIX A Financial Measures of Success..……. 111
APPENDIX B The Organization Structure of T-company…. 115
APPENDIX C Chemical Composition of Stainless Steels…. 116
APPENDIX D Cross-functional Team…………………………… 117
APPENDIX E Interview Schedule….…………………………. 119
APPENDIX F The Content Analysis of Respondents.... 123

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