A study of the relationship between R&D-Marketing integration in the product innovation process and organizational performance for switching power supply firm.

• Main Authors: Sheng-chien Lee, 李勝謙
• Other Authors: Ing-Chung Huang
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/72221930686953313995

碩士 === 國立中山大學 === 高階經營碩士班 === 91 === Abstract This study is to investigate the status quo and relationship between R&D-Marketing integration in the product innovation process and organizational performance. Based on the company registered in 2003, a target population composed of 259 Switching Power Supply(SPS）companies is formed. Questionnaires were completed by managers responsible for marketing or R&D-Marketing departments. E-mail survey were employed to collect the data and use correlation analysis, one-way ANOVA and hierarchical regression analysis to analysis the data. It is found that the organizational factors variations exist in the integration of department and have positive influence on various activities when perpetual department was established and the manager is responsible for both marketing and R&D-Marketing department. Moreover, the result of research shows organizational factors have positive influence on department integration, and the mutual participation of members is most important. Besides, organizational factors will affect financial performance and program accomplish by integration of R&D-Marketing respectively of organizational category and chief factor. Based on the research findings, the perpetual department for developing new product and co-operated managers are suggested. In addition, mutual participation of members and establishing information network and database to reduce the gap of information between two departments deserve more attention so that the new product’s performance could be improved. Keywords : switching power supply , new product development, department integration, organizational performance