| dc.description.abstract | In fast-moving industrial environment, there is a direct relationship between the success of new product development performance and sustainable management.
Therefore, if the company could shorten more development new product time than his competitors, it will become a leader in the market.
The process of new product development is very complicated.. Cross-functional participation, communication and collaboration are essential to reducing uncertainty and improving decision. However, most literature has focused on cross-functional integration within a single-type, without integrating the perspective from marketing, R&D and manufacturing department. For this reason, this research expects discussing cross-functional integration within marketing, R&D and manufacturing department. The purpose of this research probe into for the relationship between cross-functional integration and new product development performance and types of innovation is designed as mediator.
Cross-functional integration is conceived as a two-dimesional concept, encompassing interaction and collaboration dimension. The way understanding that adopts the substantial evidence research across cross-functional interaction and collaboration for the influence of the new product development effectiveness and efficiency. 365 copies of questionnaire were issued, while 140 copies were returned and 106 copies were effective. The main important results of this research are mentioned below:
1、This research find out that higher the degree of cross-functional collaboration within marketing-R&D, R&D-manufacturing, marketing-manufacturing, and marketing-R&D-manufacturing , better the new product development effectiveness and efficiency. Higher the cross-functional interaction degree within R&D - manufacturing, marketing-manufacturing and marketing-R&D-manufacturing, better the new product development efficiency. Therefore, Cross-functional interaction is necessary in the new product development of process.
2、Creative projects should accompany with more cross-functional interaction and collaboration because they can get higher new product development performance. | en_US |