企业研发营销协作能力与新产品开发绩效的关系研究

对外经济贸易大学硕士学位论文企业研发-营销协作能力与新产品开发绩效的关系研究姓名：李放申请学位级别：硕士专业：企业管理指导教师：熊伟20080501I----3Com------IIAbstractAsthescienceandtechnologydevelopsquicklyandinternationalmarketcompetitiongoesfiercer,companiesperceivethattheabilityofnewproductdevelopmentisthekeyfactortosuccess.Aftertheresource-basedviewisbroughtforward,traditionalkindsofresourcesareenlarged.Marketknowledgecapability(MKC)hasplayedmoreandmoreimportantroleinnewproductdevelopment(NPD)withthisbackground.ThecapabilityofR&D-interfaceasacomponentofMKCisrecognizedbymanycompaniesaswell.ThispaperbeginswiththeevolutionofMKCandintroducesthesourceofR&D-marketinginterfacetheory.Thenitinvestigatestheinnermechanism,thebarriersandthereasonsoftheR&D-marketinginterfaceactivities.InadditionitclarifiesthevariablesofNPDperformanceandcreatesamodeloftherelationbetweenthecapabilityoftheR&D-marketinginterfaceandNPDperformance.Atlast,throughtheanalysisoftheNPDofHuawei3Com,theresultsshowthatthestrongerthecapabilityofR&D-marketinginterfaceis,thebettertheNPDperformancesare.Tosumup,thestudypromotesthecompaniestopaymoreattentiontocapabilitiesofR&D-marketinginterface,inlikemanner,providingacombinationofpracticalandempiricalprinciplesandmethods.AimedforthedevelopmentandperfectionofR&D-marketinginterface,thisstudy,basedonthecaseanalysis,bringsforwardsomefeasiblemeasuresandpoliciesforimprovingtheR&D-marketinginterfaceandNPDperformance.KeywordsMarketKnowledgeCapabilityR&D-MarketingInterfaceNewProductDevelopmentPerformance11.121197021136%8%200540.062%35.8440.028%38.5438.3811%3LG2003200618.854.420022004LG4.67.763.19.76200610005.3%100020067.7%200625IBM2150020052450483.724.6%GDP1.34%0.11199520040.6%1.23%77%92.61302006300022%GDP1.4%0.7%1.4%20042.68%3.13%3%2006120202006202020102%1.2BoozHamilton198230%40%Edgett199245.7%40.2%JMA1.9%13.6%6.5%HollinsPugh19904.75%1131.3l332%214%325%4.10%58%611%l23456781.32090MarketKnowledgeCompetence1Glazer19912Sinkula19943Day1994Day1994collectivelearning4PrahaldHamel1990Druker19851GlazerR.“Marketinginaninformation-intensiveenvironmentstrategicimplicationsofknowledgeasanassetJournalofMarketingVol55.,PP1-19.19912SinkulaJ.M.“Marketinformationprocessingandorganizationallearning”JournalofMarketingVol58PP35-4519943DayG.S.“Thecapabilitiesofmarket-drivenorganizations”JournalofMarketingVol58.PP37-5219944Prahalad,C.K.&G.Hamell“Thecorecompetenceofthecorporation”HarvardBusinessReviewVol66.May-June.PP79-91.199045LiCalantone1998marketknowledge123Copper1992Griffin&Hauser1993Hauser&Clausing1988Li&Calantone1998VonHippel1986Day&Wensley1988Lawless&Fisher19906Dickson1992Griffin&Hauser1992Guptaetal.1986Li1999Song&Dyer1995Cooper20008Cooper5Li,T.&R.J.Calantone“TheimpactofmarketknowledgecompetenceonnewproductadvantageConceptualizationandempiricalexamination”JournalofMarketingVol62.Oct.PP13-291.19986DicksonP.R.“Towardageneraltheoryofcompetitiverationality”JournalofMarketingVol56PP69-831992562.1LiCalantone1998MarketKnowledge1232.1.1Bell1973Barney1991Conner1991Day1994Hunt&Morgan1995Hunt&Morgan1995Day19947collectivelearningPrahaladHamel1990Druker19851Day1994Prahalad&Hamel19902Day19943Prahalad&Hamel19901232.1.22.1.2.1Copper1992Griffin&Hauser1993Hauser&Clausing1988Li&Calantone1998VonHippel1986SanchezElola1991568Cooper19927Cooper19922.1.2.2benchmarking8DayWensley19882.1.2.3Day1994Felton19597CooperR.G.“TheNewProdsystemtheindustryexperience”JournalofProductInnovationManagementVol9.PP113-27.19928DayG.S.&WensleyR.“Assessingadvantage:aframeworkfordiagnosingcompetitivesuperiority”JournalofMarketingVol52.PP1-20.19889Griffin&Hauser1992GuptaRaj&Wilemon1986Moenaert&Souder1990Song&Dyer1995Song&Parry1997Souder1988GriffinHauser19912.1.2.4Day&Wensley1988Griffin&Hauser1993Li&Calantone1998Guptaetal.1986Day&Wensley1988Dickson199270802.27080GriffinGuptaSouderSong102.2.1Debra&Griffin20049Pinto&Pinto1993101998Moenaert&Souder19902.19PintoM.B.PintoJ.K.&PrescottJ.E.“Antecedentsandconsequencesofprojectteamcross-functionalcooperation”ManagementScienceVol39.PP1281-1297.1993101999573-79112.1ZahayD.GriffinA.&FredericksE.SourcesusesandformsofdatainthenewproductdevelopmentprocessIndustrialMarketingManagementVol33.PP657-666.2004Griffin2004RBVRBVBarney1991Powell&Micallef1997Emerson196212Adler1995Pfeffer&Salancik1978Markham1998influenceKohli1998impactAtuahene&Evangelista2000Philip19972.2.22.2.2.113Dougherty19922.12.1SaxbergB.&SlocumJ.W.ThemanagementofscientificmanpowerManagementScienceVol1.PP473-B489.1968Saxberg&Slocum1968Lucasetal.19881411Souder1987Saxberg&Slocum19932.22.2(GuptaA.K.RajS.P.&WilemonD.“R&DandmarketingmanagerscompaniesAretheydifferent?”TransactionsandEngineeringManagementVol33.PP25-32.1985)Dougherty1992Douglas1987Souder197711SouderW.E.ManagingNewProductInnovationsLexingtonMALexingtonBooks198715Griffin19932.2.2.2200312EricHippel1994199957%Workman1993Griffin&Hauser199612EricvonHippel“‘StickyInformation’andthelocusofproblemsolving:ImplicationsforinnovationManagementScience,Vol4.PP429-436.,199416Gougherty1992Song1997Griffin&Hauser19932.2.2.3Song&Stringfel2003decisioncriteriaPintoetal.1993Rahim198613Dyer&Song2000Tjosvold199