標題: The R&D and marketing cooperation stages: An empirical study across new product development of Taiwan's IT industry
作者: Lu, LYY
Yang, CY
經營管理研究所
Institute of Business and Management
關鍵字: new product development (NPD);NPD stages;R&D and marketing cooperation;Taiwan;IT industry
公開日期: 1-十月-2004
摘要: This study extends the new product development (NPD) process research to a new environmental context (Taiwan's IT industry) and a new business type (original design manufacturing, ODM). Taiwan's IT industry has achieved a very outstanding performance during the last two decades. The island's experience is quite valuable for those emerging countries that are struggling to transform themselves from producing low-value goods to making high-technology products. After analyzing the data collected from 153 research and development (R&D) and marketing managers in Taiwanese IT firms, this study finds that the higher the perceived importance of R&D-marketing cooperation is, the higher the attained level of R&D-marketing cooperation will be. Consequently, a better NPD performance can be achieved. This study additionally reports that a firm that has adopted a Defender innovation strategy attains a lower level of R&D-marketing cooperation, and has a poorer NPD performance than those firms that adopted either Prospector or Analyzer innovation strategies. Finally, environmental uncertainty has no significant impacts on the perceived importance and the attained level of R&D-marketing cooperation. (C) 2003 Elsevier Inc. All rights reserved.
URI: http://dx.doi.org/10.1016/j.indmarman.2003.11.002
http://hdl.handle.net/11536/14425
ISSN: 0019-8501
DOI: 10.1016/j.indmarman.2003.11.002
期刊: INDUSTRIAL MARKETING MANAGEMENT
Volume: 33
Issue: 7
起始頁: 593
結束頁: 605
顯示於類別:期刊論文


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