現在的公司欲在競爭激烈的環境中生存，新產品開發扮演了舉足輕重的角色，然而，大部分的新產品都未達到公司設定的目標。因此許多研究致力於發現左右新產品績效的因素，其中，上市策略及產品創新性對新產品績效的影響被廣為討論。但是，將產品創新性視作直接影響新產品績效的因素時，過去的研究卻出現不同甚至矛盾的結果。因此，本研究在釐清上市策略對新產品績效影響之際，將產品創新性視為一干擾變數。

本研究將上市策略分為策略性上市決策及戰略性上市決策，而產品創新性則分成三個維度: 顧客面之產品優越性、顧客面之產品接納困難性及廠商面之市場新穎性。本研究結果顯示：(1)策略性上市決策對新產品績效有正面影響; (2)戰略上市決策對新產品績效的正面影響不顯著; (3)顧客面之產品優越性對(1)之關係有正面干擾效果; (4)市場新穎性對(1)之關係有負面干擾效果; (5)顧客面之產品接納困難性對(1)之關係之干擾效果不顯著。

New product development plays an important role in the contemporary competitive circumstance. However, most of new product introduced to the market did not reach their business objectives. The phenomenon has led to a lot of studies trying to identify determinants of the success and failure of new products. Among those determinants, the launch strategy and the product innovativeness are discussed frequently in past researches. As for product innovativeness, there exist three contradictive results when treating it as a dependent variable which directly effects on new product performance. Thus, this study examined the impact of launch strategy on new product performance and treated product innovativeness as a moderate variable.

There are two dimensions of launch strategy: strategic launch decisions and tactical launch decisions. Product innovativeness included product superiority to the customer, market newness to the firm, and adoption difficulty to the customer. This study indicates that strategic launch decisions have a positive effect on new product performance. However, the analyses also show that there are no enough evidence to link the tactical launch decisions and new product performance. The moderating effects of product innovativeness are examined. First, “product superiority to the customer” had a positive moderating effect on new product performance. Second, “market newness to the firm” had a negative moderating effect on new product performance. Surprisingly, adoption difficulty to the customer did not have a significant moderating effect on new product performance.

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