企業創新策略正迅速成為企業成功關鍵因素，世界各大企業都投入大量資金在提出新的技術解決方案與發現顧客潛在需求，以順利在市場上推出創新產品做為獲得競爭優勢的策略工具。儘管企業創新導向與推出創新產品明顯很重要，然而鮮少有實證研究去證明這項關係。因此，本研究的目的是採用了動態能力觀點去驗證創新策略與新產品績效之間的關係。作者採用問卷調查的方式收集資料，並進一步去驗證論文中所提出的假設。本研究結果如下：市場導向和技術導向對新產品績效有顯著正相關；其次，創新導向會干擾市場導向與新產品績效之間的關係，但卻扮演著技術導向與新產品績效之間的中介角色。最後，本文將進一步探討理論貢獻、實務意涵及未來研究建議。

A firm’s innovative strategy is fast becoming one of the most critical determining factors in businesses as companies around the world are relying on the introduction of innovative products to the market with investing heavily in novel technological solutions and discovering emerging customer needs and as a strategic tool to achieve competitive advantage. Despite its apparent importance, relatively little study has addressed the firm's innovative strategy that help develop their competitive advantage and overcome economic and financial downturns. Therefore, the purpose of this study is to employs a dynamic capabilities perspective to examine the relationships among innovative strategy and new product performance. The author is going to employ a questionnaire approach to collect data for further testing the validity of three research hypotheses proposed in the current study. The empirical results show that both market orientation and technology orientation are positively associated with new product performance. Moreover, innovation orientation moderates the relationship between market orientation and new product performance, while innovation orientation mediates the relationship between technology orientation and new product performance. Finally, theoretical contribution, managerial implications, and future research directions is discussed.

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