| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 92 === There are many structural factors affecting new product success. Two main causing factors are in existence in the competitive environment and company’s internal environment. In the company’s internal environment, three factors, namely cross-functional integration, technological synergy and marketing synergy, are favorably correlated with the new product development process. This research tries to refine the above three factors respectively into the integration of the marketing & research development(R&D), the R&D intensity and the marketing orientation, whose study focuses on: (1) influence on the integration of marketing and R&D in the enterprise versus new product success, (2) influence on the R&D intensity versus new product success, and (3) influence on the marketing orientation in the enterprise versus new product success.
Based on such purposes, this research focuses on development activities of new products constant changes by the requirement of the law in the fire safe material industry in Taiwan, conducting preliminary field interviews and a comprehensive theoretical literature review in order to build the conceptual model of research. We developed questionnare and conducted a subsequent survey. We e-mailed 112 questionnaires and received 61 valid questionnaires. The regression analyses were conducted to verify the data to study the support of the supporting degree of the hypothetical models, and the SPSS statistic software was used. The findings of the research are:
1. The integration of the marketing and R&D departments has a positive impact on new product success. The data reveal the cross-department cooperation is more distinctive in its influence than the cross-functional interaction. The enterprise should enhance the cooperation of the marketing and R&D functions, bring the customers’ suggestions through mutual cooperation and interaction into the cycled developments of a new product, share creativities, information and resources to attain goals and increase possibility of new product success.
2. The R&D intensity has a positive impact on new product success, showing the enterprise has to enhance the R&D intensity and the R&D management and the protection of the intellectual property. Because the R&D intensity will reshape the enterprise value, so the growth of the enterprise has to focus on the research and development. And the most direct way is to response to the R&D budget ratio. The enterprise, thus, should enhance R&D intensity to increase possibility of new product success.
3. The marketing orientation has a positive impact on new product success. It reveals that enterpriges require extreme carefulness when these companies choose marketing orientation. Interfunctional coordination, competitor orientation, and customer orientation can help enterprise increase the possibility of new product success, especially the interfunctional coordination is strikingly distinctive for new product success in the enterprise.
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