本篇論文主要目的在討論產品創新度及外部環境—如何影響跨功能整合及市場知識與新產品績效的關係。本研究將以服務業與科技業為主要研究對象，藉由立意與滾雪球兩種取樣方法取得分析樣本，共回收159份問卷，有效問卷共有152份。
以階層迴歸方法進行假說檢定，發現：（1）跨功能在市場分析活動和上市活動之整合以及市場知識深度與新產品績效間有顯著且正向關係；（2）在產品創新度愈高時，跨功能在技術活動上之整合與新產品績效之關係愈強；（3）企業在面臨市場快速變動的環境下，各功能部門間在上市活動整合愈佳時，行銷部門可以瞭解新產品可完成的時間，進而規劃最佳的上市時機；（4）企業處於競爭激烈的產業中，跨功能在市場分析活動之整合愈佳及市場知識廣度愈廣時，企業擁有較佳的產品績效。

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.

目錄 I
表目錄 II
圖目錄 III
第一章 前言 1
第一節 研究背景及動機 1
第二節 研究問題與目的 3
第三節 章節組織 5
第二章 文獻探討 6
第一節 相關理論 6
第二節 相關之實證研究 20
第三節 文獻評述 31
第三章 研究方法 33
第一節 研究架構與假說 33
第二節 變數定義與衡量 54
第三節 問卷設計 58
第四節 研究對象與資料蒐集 61
第五節 統計分析方法 62
第四章 資料分析 67
第一節 基本資料 67
第二節 信度與效度 68
第三節 分析結果 80
第四節 討論 96
第五章 結論與建議 101
第一節 發現與意涵 101
第二節 研究限制與後續研究方向 103
參考文獻 105
一、中文部份 105
二、英文部份 105
附錄（問卷） 114
附錄（個案討論） 122

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