R & D-marketing Interface In New Product Development Projects In The It Enterprises Integration Mechanism Study

As Information Age is coming, IT corporation has became increasingly important in economy development, crying for improving self-ability of new product development to gain more market value and competitive advantage. People have realized IT project's high dependence on R&D-Marketing integration of interface, but there is less pertinent and systematic research on the issue of integrating mechanism.This study starts from charactersic of IT corporation, with further discussion of connections among seven integrating machanism, interface integration, environmental uncertainty and new-product development (NPD) effectiveness, combines influencing factors into model of R&D-Marketing integrating mechanism in IT corporation's new product development, collecting data for using SPSS 13.0 to validate the hypothesis, and the optimized model comes into being, so the mechanism and extent of each factor's impact now becomes clear.The conclusion of this study is as below:(1) Six integrating mechanism has distinct positive impact on IT project's R&D-Marketing interface integration. Their effectiveness rates differently and the formal integrative management process rates highest.(2) Three integrating mechanism has direct distinct positive impact on NPD effectiveness. Meanwhile, interface integration become mediation variable between mechanism factors and NPD effectiveness.(3) Technical uncertainty moderate the relationships between interface integration and customer acceptance, so as to the relationships between interface integration and product and program performance.The influencing model provides management principle which combines theory and analysis tool for IT project make choice to the effective use of R&D-Marketing integrating mechanism. Then, this paper brings forward some feasible means and countermeasure for choose R&D-Marketing integrating mechanism to improve interface integration, NPD effectiveness and when there is technical uncertainty to make perfection and development of interface management practice.