创新产品外包中介选择的实证研究

As the national advocacy of vigorously developing technology innovation, a large number of firms that developing new products (hereinafter referred to as the buyer) have emerged. Meanwhile, in order to improve the speed of launching new products to the market, the buyer constantly outsources the production of their new products to the third party manufacturer (hereinafter referred to as the contract anufacturer). However, not all contract manufacturers display satisfactory production capabilities. To some extent, the success of the outsourcing project depends on the quality of the contract manufacturer selected. In practice, the buyer can select the contract manufacturer by its own department or through the outsourcing intermediary. Based on firm-level, decision maker-level, and product-level factors, this project aims to investigate the use of an intermediary in new product manufacturing outsourcing through empirical analysis. In particular, the main contents of this project include: (1) study on the impacts of outsourcing capabilities on the buyer’s choice of using an intermediary in new product manufacturing outsourcing; (2) study on the impacts of the personal behavioral factors on the buyer’s choice of using an intermediary in new product manufacturing outsourcing; and (3) study on the moderating effects of product characteristics on the above mechanisms. The results of this project may help to enrich the new product outsourcing decision literature. Meanwhile, this project may help the Chinese buyers (as well as international buyers) improve their performance and may guide the outsourcing intermediaries upgrade their outsourcing services.

随着国家大力发展科技创新的倡导，一大批开发新产品的创新企业不断涌现。同时，为了提升新产品推向市场的速度，创新产品企业不断地把新产品的生产制造环节外包给第三方企业（外包方）。然而外包方的生产参差不齐，在一定程度上，选择一个高质量的外包方决定了创新产品的成败。在现代商业实践中，创新产品研发企业可以自己寻找合适的外包方或者通过外包中介来寻找外包方。本课题旨在通过实证研究的方法，从企业运作、决策者、以及创新产品层面对创新产品外包中介的选择进行系统的研究。主要研究内容包括三个方面：（1）研究企业外包能力对外包中介的选择的影响机制；（2）决策者个人特性对外包中介的选择的影响机制；（3）创新产品特性对上述机制可能存在的调节作用。相关研究成果有助于丰富创新产品外包决策理论，同时对我国乃至全球创新产品研发企业改善外包绩效，对外包中介提升其外包服务将具有一定的实践指导意义。

本项目基于近年来国家对于技术创新的大力倡导，针对我国存在大量创新产品研发企业以及外包中介的提前下，以创新产品为依托，寻求影响创新产品研发企业决定是否选择雇佣外包中介的主要影响因素以及机制。主要研究内容包括三个方面：（1）研究企业外包能力对外包中介选择的影响机制；（2）决策者个人特性对外包中介的选择的影响机制；（3）创新产品特性对上述机制可能存在的调节作用。项目研究发现，新产品研发企业的外包能力与其选择间接外包的可能性呈负相关关系;然而，新产品研发企业对外包中介的信任度和新产品推出市场的时间压力都会提高其采用间接外包的可能性。此外，新产品研发企业的外包能力显著调节其对外包中介的信任度与选择间接外包可能性之间的关系。研究结果还表明，决策者的采购经验以及工作所属行业会对是否选择外包中介决定产生显著影响。本项目通过提供试验的实证证据，识别影响新产品生产外包中是否雇佣外包中介决策的行为因素和个体特征，丰富了相关供应链中介以及创新理论文献。