研发/制造/营销跨职能整合与新产品开发：产品创新性的差异效应研究

摘要/Abstract

摘要： 本文考察了研发/制造/营销跨职能整合的前端驱动要素及跨职能整合对新产品开发绩效的提升机制。结果表明：联合创新激励、高层管理者支持、产品开发正式化和产品开发动态性是增强跨职能整合有效性的重要前因变量，跨职能整合提升了产品线协同和新产品开发绩效，产品线协同和新产品开发有助于增加企业市场绩效，而产品创新战略则在以上路径关系间发挥了差异效应影响。当企业开发低创新性产品时，高层管理者支持和产品开发正式化对跨职能整合的驱动效应以及产品线协同对企业市场绩效的促进作用要更大，而当企业开发高创新性产品时，联合创新激励和产品开发动态性对跨职能整合的正向影响以及研发/制造/营销跨职能整合对产品线协同和新产品开发绩效的驱动效应则更为显著。

关键词: 跨职能整合, 新产品开发, 产品创新性

Abstract: Driven factors of R&D/Manufacturing/Marketing cross-functional integration and its' improvement mechanism on NPD performance are examined in this paper. The empirical results show that joint innovation reward, top management support, formalization, and product development dynamics are the important antecedent variables to enhance the effectiveness of cross-functional integration. cross-functional integration increase the product line synergy and NPD performance, and the latter two elements can also upgrade firm market performance, while the above path relationship are contingent depends on the product innovativeness. When the company develops low innovative products, the promote effects of top management support and formalization to cross-functional integration will more stronger compared with high innovative products, the similar effects also exists in the relationship of product line synergy to firm market performance. When the company develops high innovative products, the promote effects of joint innovation reward and product development dynamics to cross-functional integration and its' improvement effects for product line synergy and NPD performance will be more significant.

Key words: cross-functional integration, new product development, product innovativeness

中图分类号:

F270.7

秦剑. 研发/制造/营销跨职能整合与新产品开发：产品创新性的差异效应研究[J]. 中国管理科学, 2014, 22(1): 130-138.

QIN Jian. R&D/Manufacturing/Marketing Cross-Functional Integration and New Product Development：Comparative Study based on Product Innovativeness[J]. Chinese Journal of Management Science, 2014, 22(1): 130-138.

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