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URN etd-0807108-142457 Statistics This thesis had been viewed 2844 times. Download 2023 times. Author Jin-Yi Huang Author's Email Address No Public. Department Management Business Administration Year 2007 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 174 Title THE IMPACTS OF INTEGRATIONS OF R&D, MANUFACTURING, AND MARKETING ON NPD PERFORMANCE AND COMPETITIVE ADVANTAGE Keyword competitive advantage new product performance integration of manufacturing-marketing integration of R&D-marketing integration of R&D-manufacturing integration of R&D-manufacturing integration of R&D-marketing integration of manufacturing-marketing new product performance competitive advantage Abstract The major way for an organization to earn profits is to sell products and service. From design to distribution of a product, every activity across the product life cycle is directed by the three departments: R&D, manufacturing, and marketing. In the globalization context, the life cycle of product becomes much shorter as competition increases and market changes rapidly. A critical way to maintain competitive advantage is to introduce new products which satisfy market and customers’ needs fast. The success of new product associates with all the relative activities operating harmoniously. So integrations of R&D, manufacturing, and marketing are viewed as important factors of new product success. Prior researches have proven that across-functional integration associates with new product success and competitive advantage. However, there is no all-around and systematic discussion about how to measure integrations of the three functions and their impacts on new product performance and competitive advantage. Therefore, this study intends to use literature review and empirical study to test the effects of integrations of R&D, manufacturing, and marketing on new product performance and competitive advantage. Moreover, some suggestions of implementation on integrations of R&D, manufacturing, and marketing are provided.
The research subjects of this study are the top 1,000 manufacturing firms that were reported by Business Weekly in 2007 in Taiwan. A census for these 1,000 manufacturing firms was carried out. The survey was conducted by using a mail questionnaire. This study uses structural equation modeling (SEM) with AMOS 6 statistical software to evaluate goodness-of-fit of the best fitting model, identify the relationships among manifest variables and latent variables, and test research hypotheses. The results support the hypotheses that integration of R&D-manufacturing and integration of R&D-marketing both have positive impacts on new product performance and competitive advantage. For integration of manufacturing-marketing, its impact on competitive advantage is insignificant and mediated by new product performance.
Advisor Committee Kun-Huang Yeh - advisor
Chu-Cing Wang - co-chair
none - co-chair
Files Date of Defense 2008-07-03 Date of Submission 2008-08-07