The Competitive Reaction of New Product Introduction in the Taiwanese Tourism and Amusement Enterprises
| Autor: | Pei- Ling Chen, 陳佩伶 |
|---|---|
| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 The importance of timely and efficient competitive response for the long-term performance of companies can hardly be exaggerated. Previous research has also indicated the significance role managerial interpretation plays in competitive reaction. The study aims to investigate the relationship among New Product Characteristics, Managerial Interpretation, and Competitive Response in Taiwanese tourism and amusement enterprises. First, it was hypothesized that event characteristics were related to competitive response; second, the study attempted to verify the mediating effect of managerial interpretation on event characteristics to competitive response; third, the study further examined the moderating effect of managerial interpretation on event characteristics to competitive response. By utilizing statistical packages SPSS v.10.0 and STATA v.9.0, the research framework and hypotheses were tested and analyzed through statistical methods, respectively reliability analysis, validity analysis, factor analysis, Sobel-Goodman mediation test and Hierarchical regression. The empirical research findings are as follows (1) event characteristics were not related to price reaction ( = .149, P > 0.10); in addition, competitors react mainly by means of product changes ( = .396, P≦ 0.01). (2) Moreover, managerial interpretation, both “opportunity” and “threat”, were found not related to event characteristics. (3) However, significant interaction terms between event characteristics and “opportunity” were found and which had a profound effect on taking “product” reaction ( = .731, P≦ 0.001), but not on taking “price” reaction ( = .377, P> 0.1). (4) Additionally, this study proved that competitive response would be influenced indirectly by managerial interpretation. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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