知識管理能力與研發/行銷部門間互動對新產品開發績效之影響

The impact of knowledge management capability and the interaction between R&D/marketing departments on the new product development performance—A case study of PCB industry.

闕志章(Chih-Chang Chueh)

指導教授 ： 謝龍發

中原大學/商學院/企業管理研究所/碩士(2004年)

https://doi.org/10.6840/cycu200400039

摘要

論文摘要

本研究中所探討的知識管理能力與研發/行銷部門間互動對新產品績效之影響是企業在求新求變的年代必需重視的課題之一。 尤其在知識經濟的時代如何把知識管理能力提昇並配合研發與行銷部門間互動的良性化締造新產品開發的佳績是我等企業人士必須詳加探討的。
本研究以知識管理能力及研發/行銷部門間互動為主要變項, 探討其本身之管理意涵及其相互間之影響和對新產品開發績效之影響為研究架構。 在經過3家印刷電路板大廠的深度訪談後得其結論如下:
1. 知識管理能力對新產品績效的影響
知識創新能力的水準、對知識保護的重視程度、應用知識的能力、知識獲取能力的構面在訪談的結果上都可印証和新產品開發績效是呈現高度的正相關。 而知識流通機制的效率、知識存量的質與量水準對新產品開發績效上的影響, 因為公司維持正常營運下的要求已可應付需要因此相對不受重視。
2. 知識管理能力對研發/行銷部門互動
知識管理能力對部門資訊交換有直接的關連，而市場資訊對研發新產品的方向有絕對的關連，其重要性不容忽視。在知識管理能力是否有助於行銷與研發部門間衝突的解決的問題上，三家受訪者都認為幫助是較有限的。
3. 研發與行銷部門互動對新產品績效的影響
資訊交換的構面上，直接影響新產品開發是否能符合市場需要。
影響力的構面上因行銷人員掌握了市場知識而影響研發部門的研發方向,同時也對新產品的開發績效產生影響。 部門間衝突的構面對新產品開發績效的影響上因PCB產業的管理都上軌道, 所以衝突並不常見; 其對新產品開發績效之影響並不明顯。

關鍵字

資訊 ； 研發/行銷部門互動 ； 衝突 ； 影響力 ； 知識管理能力

並列摘要

Abstract
In a changing world, the impact of knowledge management capability and the interaction between R&D/marketing department is an issue that deserves close scrutiny.
Especially in the knowledge-based economies era, managers in enterprises have to study how to promote knowledge management capability and how to accommodate the positive cycle of interaction between R&D/marketing departments to create new product development performance.
The study selects knowledge management capability and the interaction between R&D/marketing departments as major variables. It explores for the management implication on each variation, the impact between them mutually, and the effects on the new product development performance.
After interviewing 3 printed circuit board (PCB) makers, and a series of analyses, the study reaches 3 specific conclusions as below:
1.The impact of knowledge management on new product development performance.
In the dimensions of the level of knowledge creation, level of knowledge protection, knowledge application capability, and knowledge capture capability all have a highly positive impact on new product development performance.
The efficiency of knowledge distribution and the level of knowledge storage quality & volume are not as emphasized in new product development performance. The reason for this is that companies maintain only an operational level of knowledge distribution and knowledge storage quality & volume necessary for their requirements.

2.The impact of knowledge management capability on the interaction between R&D/marketing departments.
Knowledge management capability has a direct connection to departmental information exchange and market information is the major factor that informs the research orientation of R&D department. So the importance of knowledge management capability is evident in the interaction between R&D/marketing departments. Knowledge management capability could enhance the solution of interdepartmental conflict. But this study doesn’t verify this statement.

3.The impact of the interaction between R&D/marketing departments on new product development performance.
The dimension of information exchange directly affects the suitability of new products to the market needs. The dimension of influence is also an important factor, because marketing members affect the orientation of R&D research and new product development performance through their handling of marketing knowledge. On the other hand, the dimension of interdepartmental conflict doesn’t have a significant impact on new product development performance, due to the fact that most of companies active in PCB industry have well organized management system. As a result interdepartmental conflict is rarely occurred.

並列關鍵字

information ； influence ； conflict. ； knowledge management capability ； interaction between R&D/marketing department

參考文獻

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