The Impact of Marketing-R&D Interaction and Top Management Support on Marketing Performance in the Process of New Product Development

• Main Authors: Nai-peng Kuang, 匡乃彭
• Other Authors: 王來旺
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/00172059881716685641

碩士 === 國立高雄應用科技大學 === 工業工程與管理系碩士班 === 96 === Making profit through services or products is the ultimate goal of running a business, however, only the most competitive product can survive in the market. Improving the new product process is clearly one of the most management challenges facing most firms today, and there is a positive relationship between new product success and the integration of activities of R&D and marketing involved in the NPD process. Yet effective linking of R&D and marketing activities in high-tech firms continues to pose significant problems due to different perspectives and roles. This research addresses these issues as they relate to the market performance which is measured by financial result and creation of new opportunities. The study designed to assess marketing/R&D interaction and top management support during NPD process, and identify potential moderating influences of marketing performance on these direct effects. A survey of selected Taiwanese high-tech firms provides data for the study. The overall goals of the study were to amplify our understanding of top management’s role in NPD and marketing/R&D interaction to further the development of contingency theory explaining new product success. The results indicate that communication process is positively associated with resource sharing, mutual support and communication result. Resource sharing will benefit of the marketing process while better communication result will help technical process of NPD. Top management support is positive associated with both of technical and marketing process. Technical process has positive impact to financial result, but marketing process is not significantly linked with market peroformance.. This result suggests that top management should formulate the product strategy by keep customer’s requirement in mind, provide resources and resolve the conflict among departments timely and adequately. Marketing and R&D should set up formal communication procedure and use small group meeting regularly is key to effective communication. As for the NPD process, a formal project management procedure must be in place and be followed strictly. It worth notes that technical support from R&D will help marketing activities, but be careful not to jeopardize R&D performance. in turn, R&D need marketing information timely and formally.