| Summary: | 碩士 === 銘傳大學 === 企業管理學系 === 104 === Continuous new product development is the main condition of making an enterprise profitable and perpetual. However, the former process is full of a wide range of risks and lots of uncertainty. Owing to this, the complete understanding of the success of new products is the most important objective when the enterprise invents new products. Cross-Functional Interaction is commonly studied and seen as an effective way to promote product development performance. Furthermore, according to journals from the past, we can find that Cross-Functional Integration has always been in the limelight.
Doing this research, 450 questionnaires will be distributed to the crews who involve in product development. There will be 251 valid questionnaires being returned, and the effective response rate is 27 percent. Through the descriptive statistical analysis, reliability analysis, validity analysis, related analysis and regression analysis of Statistical Package of Social Science 20.0, the relationships among all the influences is proved. Here comes the result, (1) Market orientation has a positive connection with Cross-Functional Interaction and New Product Development Performance. (2)The involvement of customers is also positively connected with Cross-Functional Interaction and New Product Development Performance. (3) The Cross-Functional Interaction is actually related with New Product Development Performance. (4) Positive moderating effect of market fluctuation in the relation between Cross-Functional Interaction and New Product Development Performance are partially supported. (5) The positive connection is caused by the moderating effect through technical turbulence between Cross-Functional Interaction and New Product Development Performance.
As a result, this research demonstrates market orientation and customers, involvement has a tremendous impact on Cross-Functional Interaction, which reaches a high standard in New Product Development Performance. The interplay among Departments of R&D, Production and Marketing make the futuristic cooperation possible. By the way, intensive interplay among departments helps promote New Product Development Performance.
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