本研究將以策略聯盟、合資與購併等企業進入模式，檢視組織承諾在情感、
持續、及規範各個構面下的效果對產品創新成果之影響，並找出影響程度對企業
成長之建議為何？也同時探討了就產品創新成果的觀點企業應如何選擇進入模
式進行協同合作，以提高企業在市場上的競爭力。
這項研究是針對國內外的各種產業進行調查。問卷共發放120 份跨國公司，
而有效問卷回收96 份，回收率80％。基於探討多自變數對單一變數做個別之結
果分析，本研究利用階層迴歸分析（hierarchical regression analysis）統計方法來
做假說之驗證及資料之分析。
結果表明，合資及購併皆有顯著影響，尤其是合資之顯著程度大於購併，而
對於企業管理者而言，合資策略會是一項針對產品創新構面下不錯之策略選擇且
具有其風險成本低之經濟效益。另外，研究中也發現購併是唯一存在持續承諾效
果且顯著影響之變數。這也代表著企業在完成購併之時也能繼續往產品創新之方
向發展之間的合作，作為下一個合作之策略目標。
在企業對於海外佈局投資策略中，有效的互相學習交換資源、降低交易成本，
並且達成規模經濟，取得競爭優勢，成為企業評估進入模式之重要指標。企業要
使產品創新成果能夠提升，便應首重協同合作及互動學習。而承諾之影響下，檢
視目前合作夥伴之關係，有助於策略之開發。當企業進行購併之後，除了整體營
運績效之外，企業也可以對彼此之間的合作再增加緊密度，讓彼此之間更信任及
相互承諾，會對產品創新有絕對之影響。
本研究提出了一種創新的架構模型，包括策略、行銷、組織行為之關係進行
探討，對企業無論是何種階段都又策略存在之價值。

This study examines the effect of organizational commitment in the various
dimensions of affective, continuance, and normative commitments regulation by three
key entry modes, namely strategic alliance, joint ventures, and merger & acquisition.
And identify the impact on business growth of the recommendations. Also discussed
the perspectives of product innovation companies how to choose the mode of entry
for collaboration, to improve competitiveness in the market.
The study is carried out in the context of the industry in the world.
Questionnaires were distributed to 120 multinational companies and 96 usable
responses were received, representing a response rate of 80%. Hierarchical regression
analysis was used to analyze the data and do the validation.
The result shows that joint ventures, and merger and acquisitions significant
impact product innovation outcome. In particular, the impact degree of joint venture is
greater than merger and acquisition. For cooperate management, joint venture strategy
is one of the good choices and the low risk of economic for production innovation
strategy. In addition, the study also found that merger and acquisition is the only
variable of effect in sustained commitment and has significant impact. It also
represents the company completed acquisition of the product when they can continue
to develop in the direction of innovation cooperation between cooperation strategies
as the next target.
The effective mutual exchange of learning resources, reduce transaction costs
and achieve economies of scale, competitive advantage, become important indicators
of evaluation when the corporate make decision on the overseas investment. Company
to make product innovations improved should be more emphasis on facilitate
collaboration and interactive learning. Under the effect of organizational commitment,
it helps the development of strategy in the cooperation relationship. Also, When the
companies after the merger, beside to overall operating performance, the companies
can further increase the tightness cooperation in between, so that more trust among
each other and mutual commitment to product innovation will have absolute effect.
The study presents a valid model including investigation of the relationship IIIamong
strategy, marketing, and organizational behavior and no matter what stage of
the company has a strategy exists is the value.

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