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|Keywords: ||跨部門整合;產品創新;市場導向;新產品開發績效;Interdepartmental Integration;Product Innovativeness;Market Orientation;New Product Performance|
|Issue Date: ||2014-10-15 14:42:23 (UTC+8)|
本研究以台灣電子資訊產業為抽樣對象，針對參與產品開發之研發、行銷部門人員進行問卷發放共270份，回收有效問卷188份，有效問卷回收率69.6%；並使用統計軟體IBM SPSS 21，以因素分析、集群分析與回歸分析檢定樣本，實證分析結果如下：
3. 主動式市場導向下，頻繁地跨部門互動與合作並無法提升產品開發績效、效率與效果；而採回應式市場導向下，跨部門互動與合作與產品開發績效、效率、效果皆有顯著且正向的關係。;It is necessary to continuously develop new products for a company even the procedure is full of risks and uncertainties. As for that, knowing the key successful factors on New Product Development becomes an effort that companies must pay. Interdepartmental Integration was often comprehensively discussed and empirically tested and can improve new product performance, and according to researches, integration between R&D and Marketing was always the focus under spotlight.
To test the relationship between Interdepartmental Integration and Product Performance, this study first defined Interdepartmental Integration into two dimensions –Interdepartmental Interaction and Collaboration, then modify items with the application of Information Communication Technology. In order to get additional insights, the study also verifies the moderate effect about Product Innovativeness and Market Orientation as further research.
The research uses samples from Electronic and Information Industries in Taiwan. The respondents are chosen from both R&D and Marketing departments. They all have experience of processes on new product development. A total number of 270 questionnaires were released and the effective samples collected were 188, namely the effective response rate of 69.6%. IBM SPSS 21 was used for Factor Analysis, K-Means Analysis and Regression analysis. Test results are shown as below:
1. There was a positive and significant effect between Interdepartmental Interaction / Collaboration and Product Performance.
2. The moderating effect of Radical Innovations on the relationship between Interdepartmental Interaction / Collaboration and Product Performance is stronger than Incremental Innovations.
3. The moderating effect of Proactive Market Orientation on the relationship between Interdepartmental Interaction / Collaboration and Product Performance is insignificant and the opposite on Responsive Market Orientation.
|Appears in Collections:||[企業管理研究所] 博碩士論文|
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