行銷、銷售、研發功能間的整合在新產品開發各階段之影響效果

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

蕭雲眉(Yun-mei Hsiao)

指導教授 ： 蔡坤宏 ； 徐純慧

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

一項新產品開發計畫的創意構想與執行，有賴於不同功能單位間的跨功能整合
才能順利完成。由於新產品開發牽涉到不同階段，而在不同階段中各功能單位的合
作與溝通，會影響新產品的績效。
其中，依據Ernst, Hoyer, and Rubsaamen(2010)研究將新產品開發流程分為概念發展階段、產品發展階段、執行階段三個不同階段。
本研究旨在探討新產品開發不同階段之跨功能合作，特別是在新產品開發不同
階段中，行銷與銷售功能、銷售與研發功能的跨功能合作對於新產品績效之影響。並檢驗在新產品不同的開發階段中，環境變動(市場變動、技術變動、競爭強度)對行銷、銷售和研發功能的跨功能合作對新產品績效的影響。
本研究以階層迴歸分析(hierarchical regression analysis)進行假說檢定，樣本收集時間自4月15日到5月8日，一共收回99份有效樣本，研究結果發現：
(1)行銷與銷售功能在執行階段的合作對新產品績效有正向影響。
(2)當市場變動較大時，銷售與研發功能在概念發展階段的合作對新產品績效的影響
較為明顯。
(3)當技術變動較大時，銷售與研發功能在產品發展階段的合作對新產品績效的影響
較為明顯。
(4)當競爭強度較大時，行銷與銷售功能在產品發展階段的合作對新產品績效的影響
較為明顯。

關鍵字

新產品開發階段 ； 跨功能整合 ； 環境變動 ； 新產品績效

並列摘要

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 Rubsaamen (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.

並列關鍵字

New Product Development ； Cross-functional Integration ； Environment ； New Product Performance

參考文獻

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