Moderating Effects on International Cross-Functional Integration and New Product Success

• Main Authors: Chao-Hsiang Wang, 王昭翔
• Other Authors: Fang-Mei Tseng
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/48365302721857449837

碩士 === 元智大學 === 經營管理碩士班(國際企業學程) === 103 === Cross-functional integration is often considered by industrial manager as an important element in a successful new product development project. However, Troy et al. (2008) identified 12 moderators for cross-functional integration–new product success relationship.Nowadays, in the competitive global market, multinational companies set their operations in different countries, such as manufacturing, R&;D or Marketing department. However, there is few study address cross-functional integration for NPD in various countries. Therefore, the present study aims to explore the moderating effects on international cross-functional integration and new product success. A literature review and interviews were conducted to explore moderating factors, and hierarchical regression analysis was used to test a set of hypotheses proposed in this study. Results from a study of 162 responses who have worked for overseas high-tech manufacturing firms in Taiwan showed that the relationship between international cross-functional integration and new product success is contingent upon the moderating effects of new product newness.