The study of Cross-Functional Integrations, Customer Interactions and Innovative Uncertainty on New Product develpoment Performance

• Main Authors: Chiau-Rung Huang, 黃巧蓉
• Other Authors: Hsieh, Lung - Far
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/be83kn

碩士 === 中原大學 === 企業管理研究所 === 92 === Abstract Recently more and more companies are including customers into their new product de-velopment process due to innovation uncertainty in order to understand customers’ thinking and catch new trends. In order to meet the timing of new product launches, even more companies are inviting different departments with various specialties to participate in product research and development to solve the delay of product innovation and communication prob-lems, thus enhancing the efficiency and speed of new product development. Following popular research subjects of customer interaction and Cross-Functional Integration in the past few years, this research will conduct further surveys on related issues. Based on the above objectives, this research focused on potential electronic manufactur-ers and the optical industry. 235 questionnaires were distributed through e-mail, postal mail and fax and 59 effective ones were collected. SPSS regression analysis was conducted to exam the hypothesis. Key findings are as follows: 1. Innovation uncertainty includes market uncertainty and technical uncertainty. When technical uncertainty was high, sampled manufacturers thought the internal Cross-Functional Integration level was lower. When market uncertainty was high, it indicated that it couldn’t be proved that the internal Cross-Functional Integration level was lower. 2. Innovation uncertainty refers to market uncertainty and technical uncertainty. When technical uncertainty is high, sampled manufacturers thought the interactions with customers was not enough. However, at the stage of mass-production and launch, if the market uncertainty is high, the research cannot prove that sampled manufacturers thought interactions with customers was not enough. 3. Innovation uncertainty has a negative influence on the performance of new products. 4. When the Cross-Functional Integration level is high, sampled manufacturers thought it had a positive influence on the new product development performance. 5. If the level of interaction with customers was high, sampled manufacturers thought it had a positive influence on the performance of new product development. However, it has no obvious influence on the performance at the stage of mass-production and launch. The reason is that at the stage of mass-production, if the target set cannot be achieved due to certain problems, high interactions with customers cannot help improve the performance and achieve the target.