中文摘要：

快速的产品技术更新和多样的市场需求使得新产品开发战略成为企业生存和发展的核心战略内容。本文从实物期权视角整合环境变量、创新变量以及绩效变量,构建环境不确定性对新产品开发战略选择的直接驱动影响作用以及进一步提升企业持续竞争优势的研究框架。实证结果表明,需求不确定性对新颖性和快速的新产品开发战略选择具有正向影响作用;同时,需求不确定性对新颖性新产品开发的促进作用更强。而技术不确定性同样有利于企业选择新颖性和快速的新产品开发战略;同时,技术不确定性对快速的新产品开发的促进作用更强。此外,快速的新产品开发对财务绩效影响更强,新颖性的新产品开发对战略绩效影响更强。

英文摘要：

The fast technological update and various market demands force new product development （NPD） strategies to be an important content for firms＇ survivals and development. Based on the real option theory, this study integrates variables of environment, innovation and performance to construct a framework showing the effects of environmental uncertainties on strategic choices of NPD and even how to facilitate sustainable competitive advantage of firms. The results indicate that demand uncertainties have more positive effect on novel NPD than on fast NPD; technological uncertainties have more positive effect on fast NPD than novel NPD. In addition, fast NPD have stronger effect on financial performance than strategic performance, whereas novel NPD have stronger effect on strategic performance than financial performance.