Effects of marketing-manufacturing integration across new product development on performance

Science Research Management ›› 2015, Vol. 36 ›› Issue (9) : 1-10.

Kong Ting¹, Sun Linyan², Feng Taiwen³

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Abstract

How to implement effectively the marketing-manufacturing integration (MMI) across various stages in new product development (NPD) process is an important research topic. Based on the resource-dependency theory, a conceptual model of the influences of MMI in each of four stages of the NPD process as well as their links to three types of NPD performance has been constructed and empirically tested by using data collected from 214 manufacturing firms in China. The analysis results of SEM reveal that stronger MMI accomplished early in NPD is associated with stronger MMI in later stages of NPD. The results also suggest that MMI in various stages influence three types of NPD performance differently. Increased MMI in first three stages of NPD are strongly associated with lower NPD cost, and the impacts of MMI in business/market analysis and product testing stage are especially salient. Further, greater MMI in business/market analysis and product testing stage are also significantly associated with higher NPD speed, but the finding indicate no significant relationship between MMI in technology development and NPD speed, and the relationship between MMI in product commercialization and NPD speed is even negative and significant. In addition, the results indicate significant impacts of NPD cost and speed on product market performance.

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marketing-manufacturing integration / stages of new product development / new product development performance / empirical study

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Kong Ting, Sun Linyan, Feng Taiwen. Effects of marketing-manufacturing integration across new product development on performance[J]. Science Research Management. 2015, 36(9): 1-10

References

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