A Study On The Effecting-factors And Strategies Of Cross-functional Integration In The Development Of New Product

The fierce competition of market and the rapid development of technology makeenterprise must keep on innovation and research the new products. Only by doing so, theycan maintain or improve their competition. The continual research of new product is themain weapon to maintain competition. The most imprortant of all is the efficiency ofcross-functional integration of different department. Strenghten the research ofcross-functional integration and deepen discussion the influence factors of cross-functionalintegration will improve the level of innovational cross-functional integration, by puttingforward the integration strategic from theory angle. All this can improve performance ofnew product research and enhance the core competition finally.This study starts from characteristic of High-New Technology coproartion, analyzesthe important factors which have impact on cross-functional integration fromorganization communication factor, organizational structure factor and evaluationmotivation factor, combines influencing factor model of cross-functional integration inthe development of new product and brings forward research hypothesis. Throughabundant questionnaire investigation and using typical statistical analysis and SEM tovalidate. The results show that: formal communication and informal communication havesignificant positive impact on the concordant relationship between functions; formalcommunication have significant positive impact on the meeting goal between functions;flat organization have significant positive impact on the concordant relationship betweenfunctions, and centralized organization have significant passive impact on the concordantrelationship between functions; joint performance and payment system have significantpositive impact on the concordant relationship between functions; innovative climate ofthe organization has certain regulatory role in the relationship between organizationcommunication and concordant relationship as well as meeting goal between functions;innovative climate of the organization has certain regulatory role in the relationshipbetween evaluation motivation and concordant relationship between functions.The influeneing model provides management principle which combines theory withpractice and analysis tool for High-New Technology corporation make choice to improvecross-functional integration in the development of new product. Then, this paper bringsforward some feasible means and strategies for advance cross-functional integration fromorganization communication, organizational structure and evaluation motivation, to makeperfection and development of cross-functional integration management practice.Key words: New Product Development; Cross-Functional; Innovation ; Integration...