| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 96 === This thesis aims to discuss the moderating roles of contextual factors –product innovativeness and external environment- on the relationship between cross-functional integration and market knowledge in new product development. This study collects data from technological and service industry by purposive sampling and snowball sampling. We had 159 questionnaires but the questionnaires which we can adopt are only 152. Using hierarchical regression to test our hypothesis, the study finds interesting results. First, the main effect of cross-functional integration in market analysis activities and lunching activities and market knowledge depth are positive and significant. Second, the higher degree of product innovativeness is, and the stronger of integration-performance relationship in technical activities. Third, if firms face the circumstances which customers’ preference change fast, they should integrate each function unit in lunching activities to let marketing department know when new products could be completed and plan a series of activities. Finally, when firms operate in a market with intensive competition, they should adopt cross-functional integration in market analysis or have market knowledge breadth to keep them to have better performance.
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