摘要
本文从创新顾客参与团队创新活动的角度出发,引入公平偏好理论和相对绩效评估(RPE),构建顾客参与企业新产品开发的激励模型。首先,分析了独立报酬合同、相对绩效合同、团队报酬合同和完美团队报酬合同中,公平偏好程度和激励系数对激励效果的影响;其次,研究了公平偏好程度、最优激励系数与激励效果之间的函数关系,得到个人产出激励系数和相对于其他顾客的个人产出激励系数的最优解范围;最后,采用案例研究法验证模型分析结果的可行性和准确性。本文发现:对于公平偏好程度较高的创新顾客,若其风险规避程度较高,企业应对其设置团队报酬合同;对于公平偏好程度较高的创新顾客,若其风险规避程度较低,企业应对其设置完美团队报酬合同;对于公平偏好程度较低的创新顾客,企业应对其设置相对绩效合同。本文对标准多任务情景中的低能激励理论进行了补充,不仅能解释RPE在企业管理中运用缺乏的原因,还能揭示现实管理实践的激励水平往往比标准道德风险模型预期的激励水平低的原因,对管理实践中有效使用RPE方法有重要启示。
With the rapid development of market competition,technical progress and customer demand diversification make product life cycle increasingly shorter. Enterprises are under intense pressure of new product development,quality improvement,cost reduction and customer relationship management optimization. Despite increasing homogeneity products and alternative products lead the competition among enterprises turn into white-hot stage,the new product can bring enterprises new competitive advantages through the promotion of superficial differentiation and deep core competitiveness.Under this environment,the strategic role of design-driven innovation is being increasingly recognized（ Landoni et al.,2016） and more and more enterprises are actively involving their customers in the new product development process（ Cui and Wu,2017）. The role of customers has fundamental changed. They have learnt to express their needs actively,and become co-developers,co-producers and co-creators of new product development（ Zhang and Yang,2014）. They are called＂innovative customers＂（ Von Hippel,1988; Wang,2011）,whose participation behavior is called＂customer participation＂（ Silpaki and Fisk,1985）. Because customer participation has a positive effect on the value promotion of enterprises＇ products or services（ Zhang et al.,2013）,so it is very important for enterprises to establish effective incentives,which attract customers to express their opinions,convey their ideas and participate actively.According to Bendapudi and Leone（ 2003）,Lovelock and Young（ 1979） and Mills（ 1986） ＇s point of view,customers can be seen as ＂part of employees ＂ by enterprises. But in practice,innovative customers tend to be less spontaneous than formal employees. Compared with formal employees,customers pay more attention to the equity preference in innovation process（ Carr,2007）. Therefore,it has attracted many scholars＇ attention to integrate the theory of equity preference into the incentive mechanism of inn
出处
《经济管理》
CSSCI
北大核心
2018年第3期93-108,共16页
Business and Management Journal ( BMJ )
基金
国家自然科学基金项目"顾客创新对口碑推荐行为的影响机理研究:以社会交换理论为视角"(71672044)
关键词
公平偏好
创新顾客
风险成本
激励强度
equity preference
innovative customer
risls cost
incentives
incentive intensity
