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New product innovation strategy is always be the best way for corporations to enhance earning. A lot of essays have discussed the benefits of innovation strategy and the factors that make innovation strategy successful. However, different innovation degree creates different effects and costs. By former researchs, the higher degree of innovation dosen¡¦t guarantee the huger of profit. Therefore, knowing the decision procerss of new product innovation is realy important and worthful. In this article, we divide new products into two groups with different innovation degree: the minor innovation product (incremental innovation product) and the major innovation product (radical innovation product). By using real options analysis method, we build a evaluation model to estimate the new product value during the procerss of new product innovation. We also go into what factors will influence the corporations¡¦ decision. Furthermore, we do the sensitivity analysis with numerical method and to realize corporations¡¦ preference and tendency in product innovation decision. At last, we use the real option evaluation model to analyze some product innovation cases in Taiwan.

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This research study analyses a conceptual model investigating the relationship between the level of health insurer product innovation and entrepreneurial orientation (EO); the relationship between the level of health insurer product innovation and external collaboration between health insurers and healthcare service providers. This study also analyses whether low presence of perceived strategic regulatory factors, necessary for encouraging health insurer product innovation in the private healthcare industry in South Africa, weakens the relationship between the level of new health insurer product innovation and EO, as well as the relationship between the level of new health insurer product innovation and external collaboration between health insurers and healthcare service providers. The research study, focusing on major actors in both the demand and supply side structures of the private healthcare value chain, found that organisational-level EO is a very strong predictor of health insurer product innovation in the South African private healthcare industry. The research study also found that external collaboration between health insurers and healthcare service providers is a weak predictor of health insurer product innovation. An important finding of this study was that the low presence of strategic regulatory factors (which are necessary for encouraging health insurer product innovation in the South African private healthcare industry) means that the relationship between health insurer product innovation and EO is not moderated, and neither is the relationship between health insurer product innovation and external collaboration between health insurers and healthcare service providers. These findings contribute to the South African private healthcare industry in terms of innovation, regulation, external collaboration and entrepreneurial orientation literature and studies.

Under driving in the digital trend, the 3C product becomes an important strength that pushes the market growth and isn¡¦t allowed to ignore. Along with the information circulates quickly, the favor of the consumer continuously changes. The manufacturer makes use of progress the science and technology technique to integrates enrich and the more high-quality content into more diverse device. However cell phone becomes the main consume communication electronics product currently, under the convenient need of the consumer, as Dan Steinbock (2006) speaks of in the book "The Mobile Revolution: The Making of mobile services worldwide"¡GThe mobile communication is experiencing the huge change period of the voice into the data. Global mobile market and service development just turns in and will become the next star level of mobile communication product. Today the flourishing times of science and information technology progresses, in order to maintain the competitive advantage, the enterprise continuously pursues the innovation and growth. However the cellular phone product life cycle tends in the maturity and the market is gradually saturated, the manufacturer stimulates the need of the consumer by promoting the innovation of the product. This research is inquiring the influence between the innovation of the product and personal creative characteristics into the intention of buying high-tech product for the consumer, expecting to provide enterprise on the development and marketing the decision reference. As case example with high creative-iPhone that Apple Inc. will soon appear on market. To adopt the convenience sampling questionnaire from April 2nd till 30th and collect valid 240 samples to carry on the data analysis. The result finds the innovation of product and the consumer innovative characteristic present the obvious influence of the purchase willing, and the product innovation through the consumer innovation would indirect affect the purchase willing. The creative sensitive degree for young generation is higher, particularly valuing to the function of the product in the need of the occupation, obviously, the innovation is also widespread to be subjected to the general public accept now. The successful innovation originates new science and technology and new market field appear, enterprise continuously applies innovation, but the most important is providing the product of customer need, and establishes the brand image, then raises the customer loyalty to reach the life simply is a beautiful realm.

The diploma thesis is focuses on the evaluating of the impact of product innovation on business opportunities and barriers in the European market. We gradually analyzed the external and internal environment of the company, which influences product innovation. Subsequently, a proposal was made to measure the company's performance using the Balanced Scorecard method. The last part of the work is focused on the evaluation of the created proposal.