外文翻译---中小企业创新发展与产品经营的制胜战略

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1、中文5700字，3200单词，1.8万英文字符山东理工大学   毕业设计（论文）   外文资料及译文   学    院：       商学院       专    业：       工业工程     学生姓名 ：        李松           指导教师 ：       殷秀清  

2、       毕业设计（论文）时间：二 一二  年  三  月  五日  六月 十 日   共   十 四 周     Journal of Business Research 64 (2011) 11471150 Winning strategies for innovation and high-technology products management Sang-Hoon Kim 1. Introduction Innovations become a key con

3、cept in the business world as the global economy seeks to escape from a period of major recession. Despite developments of so many breakthrough technologies and products, high-tech firms, big or small, are still struggling in creating and extending the new market opportunities. With technology being

4、 a necessary condition, marketing should play a critical role in fulfilling the dream of successful diffusion of high-tech products and services. It is an honor and pleasure of co-guest editor stop resent high quality papers that are to provide rigorous and relevant insights into the critical issues

5、 of this area in the special issue of the Journal of Business Research. This special issue is a direct out come of the Global Marketing Conference held in Tokyo, Japan during September 9 to 12 in the year 2010, which Korean Academy of Marketing Science and Society for Marketing Advances co-organized

6、. The conference was very successful in the sense that it gathered scholars from several countries all over the world and that it received more than 1000 submissions. The track of “Innovation, Diffusion, and Adoption of High-Tech Products” was one of the most populartracks among 48 of them at the co

7、nference. The conference papers submitted to this track went through three stages of blind review processes, and the guest editors are proud to include 20 most excellent papers in this issue. The following sections discuss major issues in the research area of innovation, diffusion, and adoption, and

8、 then summarize the papers included in this special issue. In the last section, the guest-editors acknowledge the contributors to this special issue. 2. Emerging issues in innovation and diffusion research   When the first edition of Everett M. Rogers' book of Diffusion of Innovation came o

9、ut in 1962, there were 405 papers on the topic (Rogers,1995).The total number of publications in innovation diffusion grew ten-fold by 1995, over 4000. It is almost certain that the number would be more than 40,000 by now. Considering that the key word of “ innovation” is popular across all academic

10、 subcategories of business research, it might be far beyond our guesstimate. With such a long history and great interest, innovation literature has sought to answer the questions such as: * How can firms successfully develop innovative new products or services? * Which innovation characteristics aff

11、ect consumers' adoption of innovative new products and how? * How can we forecast the speed and pattern of innovation diffusion? * How can we forecast the demand of innovative new products? * How do consumers behave in adopting (i.e., making decisions and purchasing) innovative products? * What

12、are the roles and traits of innovators and other adopter categories? * What roles do marketing actions play in innovation adoption and diffusion? A myriad of behavioral studies investigated the phenomenon of innovation adoption and diffusion, thereby yielding numerous managerial insights valuable fo

13、r managers of high-tech firms. Meanwhile, modeling and forecasting of innovation diffusion constitutes another big stream of research . As Sultan,Farley ,and Lehmann(1990)report in ameta-analysis study, innovation diffusion models, including the famous Bass model and its variants, have become very e

14、ffective as well as efficient. Another substantive venue of innovation research is so-called technology acceptance models(TAM),first in troduced by Fred Davis in 1989. Though the key elements of Davis (1989) model are ease of use and usefulness, there are various versions of TAM incorporating variables such as compatibility, complexity, and relative advantage based on earlier studies (e.g., Tornatzky & Klein, 1982). To reflect diverse context and product uniqueness, scholars have replicated and extended the TAM models in all possible directions(e.g.,Venkatesh&Davis,2000).