Study On R&D/Marketing Interface Management And The Effect On New Production Development Performance

Under the background of economic globalization, all the enterprises have faced the increasing market competition. They are calling for improvement on their capability of new production development urgently, to obtain more market value and competitive advantages. Enterprises are attaching much importance to strengthen R&D/ marketing interface management, however, the systematically study on R&D/ marketing interface management in the new production development process is still rare. In the recent years, these experts home and abroad have begun to concern about the effect on new production development by R&D/ marketing interface management, starting the relative research, the research results differ from each other neverthless, in the same way, most of the studies stay in qualitative research stage. Accordingly, the dissertation makes a systematically study of R&D/ marketing interface management, further uses the empirical methods to sduty the impact on the performance of new production development.From the review of the origin and development of interface management, systematically studying the developing process of R&D/ marketing interface managenent, the interface barries in the R&D/marketing interface management and the reason, the dissertation brings forward the methods of improving the R&D/marketing interface management. Adopted the R&D/ marketing interface intergration, it measures the R&D/ marketing interface management level, and making a study on the effect on new production development by R&D/ marketing interface management. Moerover, it refers a fuzzy concept how the R&D/ marketing interface management affects the new production development performance in the new production development process. In addition, the dissertation adopts the empirical research method verify the fuzzy concept and assumptions. The research results show: The R&D/ marketing interface integration is positively correlates with the performance of new production development; The more powerful the offensive strategy of production innovation the enterprises choose, the more...