新产品开发中R&D—营销界面集成度的实证研究被引量：12

An Empirical Study on the R&D-Marketing Interface Integration in New Product Development

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摘要企业不同职能部门尤其是R&D与营销部门之间有效的界面集成,已成为新产品开发成功的重要条件。新产品开发中的R&D—营销界面集成度,与信息推动、组织激励和环境驱动等三类影响因素以及新产品开发绩效之间存在如下作用机制,即信息推动和组织激励因素对IT企业R&D—营销界面集成度和新产品开发绩效有着显著的正效用,环境驱动因素经由信息推动因素与组织激励因素对R&D—营销界面集成度产生一定的间接影响,R&D—营销界面集成度对新产品开发绩效存在着显著的正效用。由此可见,IT企业为提升新产品开发绩效应从相应的影响因素着手,改进R&D—营销界面集成度。 Efficient interface integration across different functional departments-particularly between the RInD and marketing departments-within firms has become a fundamental factor for successful new product development （NPD）. In terms of NPD, the mechanism between the R＆D-Marketing interface integration, influential factors including information prompting, organizational motivating and environmental driving factors, and the NPD performance functions as follows. Information prompting and organizational motivating factors have a significant positive impact on the R＆D-Marketing interface integration and the NPD performance of IT firms. Environmental driving factors exert a certain indirect impact on R＆D-Marketing interface integration through information prompting and organizational motivating factors, while R＆D-Marketing interface integration has a significant positive impact on the NPD performance.Therefore, IT firms pursuing better NPD performance are advised to improve their R＆D-Marketing interface by managing the relevant factors.

作者吴晓波章威裘丽萍

机构地区浙江大学管理学院

出处《浙江大学学报（人文社会科学版）》 CSSCI 2008年第4期154-162,共9页 Journal of Zhejiang University:Humanities and Social Sciences

基金国家自然科学基金资助项目(70573092) 教育部新世纪人才资助项目(NCET-04-0548) 浙江省哲学社会科学2006重大招标项目(06ZDZB22ZD)

关键词 R&D-营销界面集成度新产品开发 R＆D-Marketing interface integration new product development

分类号 F273.1 [经济管理—企业管理] F274 [经济管理—企业管理] F224 [经济管理—国民经济]

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