The effect of R&D-marketing integration on NPD success - the case of SMEs in the growing economy of Slovenia
The effect of R&D-marketing integration on NPD success - the case of SMEs in the growing economy of Slovenia
复制标题
R的影响
DOI：
10.1504/ijtm.2011.042458
复制
发表时间：
2011
影响因子：
2.8
通讯作者：
J. Duhovnik
中科院分区：
文献类型：
--
作者：
N. Fain;J. Schoormans;J. Duhovnik
本文研究了R&D-营销一体化在成长型经济体中小企业中的作用。特别是，分析了集成机制(形式化、集中化和组织氛围)对跨职能集成差距和新产品开发(NPD)成功的影响。斯洛文尼亚中小企业的数据是通过问卷调查收集的。运用因子分析、相关分析和偏最小二乘法分析了研发营销一体化对新产品开发成功的影响。这项研究的结果表明，组织氛围对斯洛文尼亚跨职能整合差距和新产品开发成功的影响与西方国家的报告相似。研究还发现，形式化和组织氛围对新产品开发成功有显著的直接影响。然而，集中化对跨职能部门的整合差距和新产品开发的成功都没有显著影响。本研究为研发营销整合研究提供了一套改进的整合机制，对中小企业研发营销整合和新产品开发成功的影响因素进行了研究。该模型可以应用于成长型经济体中的中小企业进行研发-营销一体化的评估，以提高新产品开发的成功率。
This paper investigates the effect of R&D-marketing integration in small and medium sized enterprises (SMEs) in growing economies. In particular, the effects of integration mechanisms (formalisation, centralisation and organisational climate) on cross-functional integration gap and new product development (NPD) success are analysed. Data from Slovenian SMEs were collected through a questionnaire survey. The effect of R&D-marketing integration on NPD success was analysed with factor analysis, correlations analysis and partial least square analysis. The results of the study demonstrate similar effects of organisational climate on the cross-functional integration gap and NPD success in Slovenia as reported in Western countries. Significant direct effects of formalisation and organisational climate on NPD success are also found. Centralisation, however, has no significant effect, neither on the cross-functional integration gap nor on NPD success. This study contributes to R&D-marketing integration research by providing a modified set of integration mechanisms effects on R&D-marketing integration and NPD success for SMEs. The model can be applied to SMEs in growing economies for the assessment of R&D-marketing integration in order to increase NPD success.