It Companies Marketing Functions In New Product Development Process To Affect The Mechanism Of Action Of Force

Along with the rapid development of information and communication technology, IT industries have occupied increasingly important position in the states' economic development. IT products' characters of faster product updating and short life cycle along with the global economic make that IT enterprises need to have a higher NPD ability in order to obtain more market value and competitive advantage. We have recognized that marketing plays a significant role on new product success, especially in the IT industries with high risk. But unfortunately, prior research on marketing's role in NPD has focused on its participation, with little attention paid to its influence and its mechanism to the new product performance.This study focuses on the marketing's influence and emphasizes that marketing's influence is a more critical factor to the new product performance than its participation. Based on the characters of NPD projects, this study discusses the relationships of new product performance, departmental harmony, marketing's influence and its antecedents while setting the marketing's influence to the centre. And then we get a conceptual model which exactly shows the mechanism of marketing's influence to the new product performance. The conclusions are as follows:(1) Marketing's influence has an extremely positive impact to new product performance.(2) Marketing's expert power, department power, stake in the outcomes and market orientation culture of the enterprise relate positively to marketing's influence.(3) Marketing's expert power and market orientation culture of the enterprise relate positively to new product performance, but these positive impacts are mediated by marketing's influence.(4) Departmental harmony moderates the relationships between marketing's influence and new product performance. A higher departmental harmony will enhance the positive impact of marketing's influence to the new product performance.The conceptual model of this study offers both theories support and specific guidance to the NPD projects of IT enterprises which helps them to give full play to marketing in order to gain higher new product performance.