跨功能整合、市場知識與新產品績效之關連-產品創新度與外部環境之干擾效果

Linking Cross-functional Integration and Market Knowledge to New Product performance: The Moderating Effects of Product innovativeness and External Environment

黃麗嘉(Li-Chia Huang)

指導教授 ： 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

本篇論文主要目的在討論產品創新度及外部環境—如何影響跨功能整合及市場知識與新產品績效的關係。本研究將以服務業與科技業為主要研究對象，藉由立意與滾雪球兩種取樣方法取得分析樣本，共回收159份問卷，有效問卷共有152份。
以階層迴歸方法進行假說檢定，發現：（1）跨功能在市場分析活動和上市活動之整合以及市場知識深度與新產品績效間有顯著且正向關係；（2）在產品創新度愈高時，跨功能在技術活動上之整合與新產品績效之關係愈強；（3）企業在面臨市場快速變動的環境下，各功能部門間在上市活動整合愈佳時，行銷部門可以瞭解新產品可完成的時間，進而規劃最佳的上市時機；（4）企業處於競爭激烈的產業中，跨功能在市場分析活動之整合愈佳及市場知識廣度愈廣時，企業擁有較佳的產品績效。

關鍵字

跨功能整合 ； 市場知識 ； 新產品績效 ； 外部環境 ； 產品創新度

並列摘要

This thesis aims to discuss the moderating roles of contextual factors –product innovativeness and external environment- on the relationship between cross-functional integration and market knowledge in new product development. This study collects data from technological and service industry by purposive sampling and snowball sampling. We had 159 questionnaires but the questionnaires which we can adopt are only 152. Using hierarchical regression to test our hypothesis, the study finds interesting results. First, the main effect of cross-functional integration in market analysis activities and lunching activities and market knowledge depth are positive and significant. Second, the higher degree of product innovativeness is, and the stronger of integration-performance relationship in technical activities. Third, if firms face the circumstances which customers’ preference change fast, they should integrate each function unit in lunching activities to let marketing department know when new products could be completed and plan a series of activities. Finally, when firms operate in a market with intensive competition, they should adopt cross-functional integration in market analysis or have market knowledge breadth to keep them to have better performance.

並列關鍵字

Cross-functional Integration ； Market Knowledge ； Product Performance ； Product Innovativeness ； External Environment

參考文獻

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