研發、生產、行銷之整合對新產品開發績效與競爭優勢的影響

THE IMPACTS OF INTEGRATIONS OF R&D, MANUFACTURING, AND MARKETING ON NPD PERFORMANCE AND COMPETITIVE ADVANTAGE

黃晋宜(Jin-Yi Huang)

指導教授 ： 葉焜煌

大同大學/經營設計學院/事業經營學系所/碩士(2008年)

摘要

企業的利潤主要來自產品或服務的生產及銷售。研發、生產、行銷三個部門主
導產品從設計到配銷的一切活動，橫跨產品整個生命週期。在全球化、競爭益趨劇
烈、市場快速變動的今日，產品生命週期縮短的趨勢已成為不爭的事實。因此迅速
地推出符合市場、顧客需求的新產品是企業維持競爭優勢的一個重要方法。新產品
的成功涉及組織內所有相關活動是否運作順利。所以研發、生產、行銷三個部門的
整合，被視為是新產品成功的重要因素。在文獻中，跨部門整合已被證實有利於新
產品成功或競爭優勢。但是如何衡量整合的程度以及三種功能的互相整合，對於新
產品與競爭優勢各有何影響，缺乏全面化、系統性的探討。因此本研究擬結合文獻
探討與實證研究，驗證研發、生產與行銷整合對新產品績效與廠商競爭優勢之影響，
進而對企業實行此三機能的整合提出具體的建議。
研究針對2007 年商周雜誌公佈的台灣製造業前1,000 大公司進行普查，利用郵
寄問卷調查方式蒐集資料；採用結構方程模式(SEM)分析並檢定研究假設。研究結
果發現，研發生產整合與研發行銷整合兩者支持研究假設，對新產品績效與競爭優
勢產生正向的影響；至於生產行銷整合，卻發現對競爭優勢並未顯著影響，整合的
效果為新產品績效所中介。

關鍵字

研發生產整合 ； 研發行銷整合 ； 生產行銷整合 ； 新產品開發績效 ； 競爭優勢

並列摘要

The major way for an organization to earn profits is to sell products and service. From design to distribution of a product, every activity across the product life cycle is directed by the three departments: R&D, manufacturing, and marketing. In the globalization context, the life cycle of product becomes much shorter as competition increases and market changes rapidly. A critical way to maintain competitive advantage is to introduce new products which satisfy market and customers’ needs fast. The success of new product associates with all the relative activities operating harmoniously. So integrations of R&D, manufacturing, and marketing are viewed as important factors of new product success. Prior researches have proven that across-functional integration associates with new product success and competitive advantage. However, there is no all-around and systematic discussion about how to measure integrations of the three functions and their impacts on new product performance and competitive advantage. Therefore, this study intends to use literature review and empirical study to test the effects of integrations of R&D, manufacturing, and marketing on new product performance and competitive advantage. Moreover, some suggestions of implementation on integrations of R&D, manufacturing, and marketing are provided.
The research subjects of this study are the top 1,000 manufacturing firms that were reported by Business Weekly in 2007 in Taiwan. A census for these 1,000 manufacturing firms was carried out. The survey was conducted by using a mail questionnaire. This study uses structural equation modeling (SEM) with AMOS 6 statistical software to evaluate goodness-of-fit of the best fitting model, identify the relationships among manifest variables and latent variables, and test research hypotheses. The results support the hypotheses that integration of R&D-manufacturing and integration of R&D-marketing both have positive impacts on new product performance and competitive advantage. For integration of manufacturing-marketing, its impact on competitive advantage is insignificant and mediated by new product performance.

並列關鍵字

integration of R&D-manufacturing ； integration of R&D-marketing ； integration of manufacturing-marketing ； new product performance ； competitive advantage

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