廠商對於產品研發的投入，可以使廠商提升產品的附加價值，進而提高廠商在市場競爭力。但這不但意味著比較複雜的生產過程，同時也會使得其生產成本也相對提高。因此在這篇文章裡要探討品質導向廠商對於產品品質的投入是否真的在市場上具有較大的優勢，然後再進一步討論品質導向廠商及成本導向廠商在對於自己市場主要走向投入更多(像是品質導向廠商應該多投入技術研發…)的時候是否能夠提升廠商的表現。這裡主要會以廠商markup的大小(也就是產品價格高過生產邊際成本的程度)來區分品質導向與低成本導向這兩類廠商來做之後的分析。而在本文的分析中也發現到品質導向廠商組利用提升創新與研發來提升相對的市場競爭力上相較於成本導向廠商確實更具優勢。而成本導向廠商以大規模在市場上作競爭並利用規模經濟的優勢進一步降低其生產成本以提高營收能力及增加市場競爭力方式較具有優勢。並且在研究中可以發現到，不論是品質導向廠商或成本導向廠商在增加創新及研發的投入及擴大廠商規模上對於廠商本身的營收上都有顯著且正向的影響。

Firms are able to enhance their added value of products and improve their competitiveness in the product markets through investing in R&D. However, R&D investments incur more complicated process of production and thus higher production costs. This paper studies whether quality-based firms become more competitive when they invest in R&D than cost-based firms. Furthermore, we discuss that R&D investments can increase firms’ revenue when they invest in their core competence. Firms are categorized into two groups, quality-based firms and cost-based firms, according to their markup levels in their main product markets. We find that quality-based firms are more competitive in the markets when they invest in R&D. In contrast, cost-based firms are likely to cut down their production costs and enjoy the benefits of economies of scale in order to increase their revenue. Moreover, our study also finds that R&D investments have positive effect on firms’ revenue for both types of firms.

中文部分
楊志海、陳忠榮 (2002)，「研究發展、專利與生產力」，《經濟論文叢刊》，第三
十輯第一期，頁27-48，台大經濟系

張惠真 (2006)，《廠商研發能力對績效影響之研究》，國立台北大學企業管理學
系博士論文

英文部分
Baldwin, Richard and Harridan, James (2007). “Zeros, Quality and Space: Trade Theory
and Trade Evidence” CEPR Discussion Paper No. 6368.

Baldwin, Richard E. and Tadashi Ito (2008) “Quality competition versus price
competition goods: An empirical classification.” HEID Working Paper No. 7.

Bernard, Andrew, Bradford Jensen, and Peter Schott, (2006) “Trade Costs, Firms and
Productivity,” Journal of Monetary Economics, 53, 917-937.
Brooks, Eileen L., (2006) “Why Don’t Firms Export More? Product Quality and
Colombian Plants,” Journal of Development Economics, 80, 160–178.

Damanpour, F., (1992) “Organizational size and innovation” Organization Studies, Vol.
13, No. 3. 375-402.

Eckel, C., Lacovone, L., Javorcik, B. and J. P. Neary (2011) “Multi-Product Firms at
Home and Away: Cost- versus Quality-Based Competence,” CEPR Discussion
Paper, 8186.

Garvin, David A. (1984) “What Does Product Quality Really Mean?” Sloan
Management Review, Vol. 26, No. 1, 25-43.

Griliches, Z., (1987) “R&D and productivity: Measurement issues and econometric
results” Science, Vol. 237, No. 4810. 31-35.

Hummels, David, and Peter Klenow (2005) “The Variety and Quality of a Nation’s
Exports,” American Economic Review, 95 (3), 704-723.

Hallak, Juan Carlos, (2006) “Product Quality and the Direction of Trade,” Journal of
International Economics, 68, 238-265.
Melitz, Marc J. (2003), “The Impact of Trade on Intra-Industry Reallocations and
Aggregate Industry Productivity,” Econometrica, 71:6, 1695-1725. 7-49.

Romijn, H. and Albaladejo, M. (2002) “Determinants of innovation capability in small
electronics and software firms in southeast England. Research Policy” 31
1053–1067.

Schott, Peter (2004) “Across-Product versus Within-Product Specialization in
International Trade, ”Quarterly Journal of Economics, 119(2), 647-678.

Sutton, John, (1989) “Endogenous Sunk Costs and the Structure of Advertising Intensive
Industries”, European Economic Review, 33, 335-344.
Schoenecker, T. and Swanson, L. (2002) “Indicators of Firm Technological Capability：
Validity and Performance Implications,” IEEE Transactions on Engineering
Management, Vol. 49. No.1.36-44.

Scherer, F. M. and Ross,D., (1990) “Industrial market structure and economic
performance 3rd ed” Boston: Houghton Mifflin Company.

Sinkula, J. M., (1994) “Market information processing and organizational learning”
Journal of Marketing, Vol. 58, No. 1.35-45.