The Integration Effects of Marketing, Sales, and R&D across New Product Development Stages

• Main Authors: Hsiao, Yun-mei, 蕭雲眉
• Other Authors: Tsai, Kuen-Hung
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/93363183258632721258

碩士 === 國立臺北大學 === 企業管理學系 === 99 === A new product development plans and implementation of creative ideas, depends on different functional units between cross-functional integration can be successfully accomplished. As the new product development involves different stages, and the cooperation and communication at different stages in the various functional units will affect the performance of new products. Besides, according to Ernst, Hoyer, and Rübsaamen (2010) suggest study that new product development process is divided into three different stages: concept development stage, product development stage, implementation stage. This study aimed to explore the different stages of new product development, cross-functional cooperation, especially in the different stages of new product development, marketing and sales functions, sales and R& D function in cross-functional cooperation for the performance of new products. And to test new products in various stages of development, environmental changes (market changes, technology changes, competitive intensity) on the marketing, sales and research and development capabilities of cross-functional cooperation in new product performance. Use the method of hierarchical regression analysis, and sample collection time from April 15 to May 8, 99 valid samples. The results could be found that: (1) marketing and sales functions in the implementation phase of cooperation on new product performance has a positive impact. (2) when market changes is larger, sales and research and development capabilities of cooperation in the concept development stage of new product performance has more obvious impact. (3) When technical change is large, sales and research and development capabilities of cooperation in the product development stage of new product performance has more obvious impact. (4) when the intensity of competition is larger, marketing and sales functions in the product development phase of cooperation on the impact of new product performance has more obvious impact.