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研究生:盧力蘭
研究生(外文):Li Lan Lu
論文名稱:整合機制對行銷與研發部門合作效果之探索:理論模型與實證研究
論文名稱(外文):An Examination of the Effects of Select Integration Mechanisms on Marketing-R&D Collaboration: Theoretical Model and Empirical Study
指導教授:李伯謙李伯謙引用關係
指導教授(外文):Po-chien Li
學位類別:碩士
校院名稱:元智大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:91
語文別:中文
論文頁數:84
中文關鍵詞:整合機制合作新產品開發新產品開發績效
外文關鍵詞:Integration MechanismCollaborationNew Product DevelopmentNew Product Development Performance
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隨著企業間的競爭愈趨激烈,新產品已成為獲得競爭優勢地位的主要來源。雖然新產品的開發有助於提昇企業市場競爭力,卻往往因為許多因素而導致高失敗率。因此,深入地瞭解影響新產品開發成功的原因和作法是各企業所面臨的重大課題。綜觀過去研究發現,眾多影響新產品開發成功的因素當中,以跨部門的合作關係(collaboration)常被學者提及,因為產品創新與研發是一項複雜且需要各部門將經驗與知識投入的過程,在此過程中,不同部門員工的專業、經驗、活動、資訊等皆有賴於適當的整合機制(integration mechanisms)來銜接、協調和互補。是故,探討何種整合機制能增進行銷部門與研發部門之間的合作,以及調查目前台灣業者是否採用這些整合機制乃是本研究的主要探討之議題。
本研究根據過去文獻,蒐集及彙整可能影響行銷部門與研發部門間合作的整合機制,選擇組織管理構面與員工個體構面變數做為整合機制,以建立本論文之理論模型與假說,並且進一步針對(1)整合機制對行銷部門和研發部門間的合作關係的影響;(2)行銷部門和研發部門間的合作關係對於新產品開發績效的影響進行實證分析。
研究結果發現促進行銷部門與研發部門的合作的確有助於新產品開發績效之達成。另外,本研究納入權變理論之觀點,發現當企業所面臨之技術環境變化速度迅速,且對於企業獲利與生存產生關鍵性的影響時,則促進行銷與研發部門之間的合作對於新產品開發績效有更正面的幫助。本研究亦提供了一些在整合機制方面的觀點,說明高階主管應在政策及管理上鼓勵跨部門合作,並提供充份的機會與資源促進合作文化的形成,以及採取合作團隊(partnership team)的管理模式,結合不同部門的人員、設定共同的目標以達成任務,促使跨部門員工互相瞭解,並且經常在非正式地的場合一起工作或參與活動。除了組織管理層面的考量,員工個人行為的影響亦不容忽視,當員工表現出協助行為、公民美德之組織公民行為時,對於合作文化之形成亦有正面的幫助。

目 錄........................................................Ⅰ
表目錄........................................................Ⅱ
圖目錄........................................................Ⅲ
第一章 緒論................................................... 1
第一節 研究動機與背景....................................... 1
第二節 研究目的............................................. 3
第三節 研究範圍與對象....................................... 3
第二章 文獻探討............................................... 4
第一節 行銷部門與組織內其他部門之關係....................... 4
第二節 影響行銷部門與組織內其他部門關係之變數探討...........11
第三節 行銷部門與其他部門之關係對於新產品開發績效的影響.....18
第四節 新產品開發績效衡量...................................22
第三章 研究架構、假說與方法...................................26
第一節 研究架構(Ⅰ).......................................26
第二節 研究架構(Ⅱ).......................................34
第三節 研究方法.............................................38
第四章 實證分析...............................................43
第一節 問卷效度與信度分析...................................43
第二節 描述性統計分析.......................................45
第三節 因素分析.............................................48
第四節 相關性分析...........................................58
第五節 迴歸分析.............................................60
第五章 結論與建議.............................................65
第一節 研究結論.............................................65
第二節 管理意涵與實務建議...................................66
第三節 研究限制與未來研究建議...............................67
參考文獻......................................................69
附錄一 問卷...................................................78

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