营销-制造整合与新产品市场成功：产品创新程度的调节效应

doi:10.16381/j.cnki.issn1003-207x.2017.06.007

中国管理科学 ›› 2017, Vol. 25 ›› Issue (6): 61-70.doi: 10.16381/j.cnki.issn1003-207x.2017.06.007

营销-制造整合与新产品市场成功：产品创新程度的调节效应

孔婷¹, 冯泰文², 李刚³

1. 上海理工大学管理学院, 上海 200093;
2. 西北工业大学管理学院, 陕西西安 710072;
3. 西安交通大学管理学院, 陕西西安 710049

收稿日期:2015-06-23 修回日期:2016-05-10 出版日期:2017-06-20 发布日期:2017-08-26
通讯作者: 孔婷(1985-),女(汉族),陕西西安人,上海理工大学管理学院讲师,博士,研究方向:合作创新管理,E-mail:tingkong33@163.com. E-mail:tingkong33@163.com.
基金资助:
国家自然科学基金资助项目（71271138）；上海理工大学人文社科项目（16HJSK-YB16）

Effects of Marketing-Manufacturing Integration across Stages of NPD on Market Success－The Moderating Effects of Product Innovativeness

KONG Ting¹, FENG Tai-wen², LI Gang³

1. Business School, University of Shanghai for Science & Technology, Shanghai 200093, China;
2. School of Management, Northwestern Polytechnical University, Xi'an 710072, China;
3. School of Management, Xi'an Jiaotong University, Xi'an 710049, China

Received:2015-06-23 Revised:2016-05-10 Online:2017-06-20 Published:2017-08-26

摘要/Abstract

摘要： 基于中国214家制造企业的样本数据，通过分层回归的统计分析方法，探讨了在新产品开发四个阶段开展营销-制造整合对新产品市场成功的影响以及产品创新程度的调节效应。实证分析结果表明，市场分析和产品测试阶段的营销-制造整合有助于新产品的市场成功，技术开发阶段的营销-制造整合不利于新产品的市场成功；产品创新程度对技术开发阶段的营销-制造整合与新产品市场成功之间的关系具有正向调节效应，对产品商业化阶段的营销-制造整合与新产品市场成功之间的关系具有负向调节效应，对市场分析和产品测试阶段的营销-制造整合与新产品市场成功之间的关系没有调节效应。

关键词: 营销-制造整合, 新产品市场成功, 产品创新程度, 调节效应

Abstract: More and more companies rely on continuous innovation as the core advantage in competition. Through integration of marketing and manufacturing departments in the new product development (NPD) process, enterprises can access to new product (NP) market success much easier. However, how marketing-manufacturing integration (MMI) across stages of NPD process impacts on NP market success are still unclear. The purpose of this study is to investigate the relationship between MMI at four stages of NPD (business/market opportunity analysis (BMA), technical development (TD), product testing (PT), and product commercialization (PC)) and NP market success as well as the moderating effects of product innovativeness (PI).Survey data from 214 completed NPD projects in Chinese manufacturing firms are employed to test the developed hypotheses using hierarchical regression. The findings indicate that MMI at various stages have different effects on NP market success and the relationships are moderated by PI. Specifically, the results indicate that stronger MMI in BMA and PT stage is respectively associated with higher NP market success; while MMI in TD stage is associated with lower NP market success. In addition, the results indicate that PI positively moderates the relationship between MMI in TD stage and NP market success; while negatively moderates the relationship between MMI in PC stage and NP market success. These findings help to explain the non-consistent results of previous research. This study enriches the NPD and MMI literature and provides significant insights for Chinese NPD management and MMI practices.

Key words: marketing-manufacturing integration, new product market success, product innovativeness, moderating effect

中图分类号:

F204

孔婷, 冯泰文, 李刚. 营销-制造整合与新产品市场成功：产品创新程度的调节效应[J]. 中国管理科学, 2017, 25(6): 61-70.

KONG Ting, FENG Tai-wen, LI Gang. Effects of Marketing-Manufacturing Integration across Stages of NPD on Market Success－The Moderating Effects of Product Innovativeness[J]. Chinese Journal of Management Science, 2017, 25(6): 61-70.

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营销-制造整合与新产品市场成功：产品创新程度的调节效应

Effects of Marketing-Manufacturing Integration across Stages of NPD on Market Success－The Moderating Effects of Product Innovativeness

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