More and more companies rely on continuous innovation as the core advantage in competition. Through integration of marketing and manufacturing departments in the new product development (NPD) process, enterprises can access to new product (NP) market success much easier. However, how marketing-manufacturing integration (MMI) across stages of NPD process impacts on NP market success are still unclear. The purpose of this study is to investigate the relationship between MMI at four stages of NPD (business/market opportunity analysis (BMA), technical development (TD), product testing (PT), and product commercialization (PC)) and NP market success as well as the moderating effects of product innovativeness (PI).Survey data from 214 completed NPD projects in Chinese manufacturing firms are employed to test the developed hypotheses using hierarchical regression. The findings indicate that MMI at various stages have different effects on NP market success and the relationships are moderated by PI. Specifically, the results indicate that stronger MMI in BMA and PT stage is respectively associated with higher NP market success; while MMI in TD stage is associated with lower NP market success. In addition, the results indicate that PI positively moderates the relationship between MMI in TD stage and NP market success; while negatively moderates the relationship between MMI in PC stage and NP market success. These findings help to explain the non-consistent results of previous research. This study enriches the NPD and MMI literature and provides significant insights for Chinese NPD management and MMI practices.
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