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

Abstract

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

CLC Number:

F270.7

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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R&D/Manufacturing/Marketing Cross-Functional Integration and New Product Development：Comparative Study based on Product Innovativeness

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