营销-制造整合对新产品开发绩效的影响研究

Effects of marketing-manufacturing integration across new product development on performance

在新产品开发过程中如何有效开展营销-制造整合是制造企业面临的重要课题。基于资源依赖理论,本文构建了新产品开发四个基本阶段的营销-制造整合之间的依赖关系及其与新产品开发绩效的关系模型,并基于中国214家制造企业的调研数据进行实证研究。结构方程模型分析结果表明,新产品开发早期阶段的营销-制造整合对后续阶段的整合程度具有显著的正向影响;市场分析、技术开发与产品测试阶段的营销-制造整合对新产品开发成本的控制具有显著的正向影响;市场分析和产品测试阶段的营销-制造整合对新产品开发速度具有显著的正向影响;新产品开发成本与新产品开发速度均对市场绩效具有显著的正向影响。

How to implement effectively the marketing - manufacturing integration （MMI） across various stages in new product development （NPD） process is an important research topic. Based on the resourcedependency theory, a conceptual model of the influences of MMI in each of four stages of the NPD process as well as their links to three types of NPD performance has been constructed and empirically tested by using data collected from 214 manufacturing firms in China. The analysis results of SEM reveal that stronger MMI accomplished early in NPD is associated with stronger MMI in later stages of NPD. The results also suggest that MMI in various stages influence three types of NPD performance differently. Increased MMI in first three stages of NPD are strongly associated with lower NPD cost, and the impacts of MMI in business/market analysis and product testing stage are especially salient. Further, greater MMI in business/market analysis and product testing stage are also significantly associated with higher NPD speed, but the finding indicate no significant relationship between MMI in technology development and NPD speed, and the relationship between MMI in product commercialization and NPD Speed is even negative and significant. In addition, the results indicate significant impacts of NPD cost and speed on product market performance.