Corporate Functions Of The Software Integration, Development Process Proficiency And New Product Performance

As the arrival of information age, the software enterprises are playing a more and more important role in the country economy development field, they cry for ameliorating their ability of the new product development to gain more market value and competitive advantage. People have been careful about the weightiness of cross-functional integration and new product development process proficiency towards improving the new product performance, issues such as how to manage cross-functional integration and new product development process proficiency to improve their NPD performance and further to promote the performance of the whole enterprise have become the focus for most enterprises.But the systemic research about the relationship among cross-functional integration, new product development process proficiency and the new product performance towards the software enterprises are so few, which makes this research academic and practical.This article first carry through the embedded reading towards the fruits from the interrelated theory field country inside and outside, then make the embedded interview towards the managers of the R&D or marketing department from about ten software enterprises, summing up the originality of the software corporation is mainly coming from the four aspects: R&D, marketing, customer and competitor. So the R&D/Marketing integration and R&D/costumer integration which are most important to the software corporation are selected. Then R&D/Marketing integration is classified to the three dimensions according to the former research. The Development Process Proficiency is also been differentiated into Marketing Proficiency and Technical Proficiency. In the basis of the interrelated theory analysis and demonstration research , the research frame about the relationship among the R&D/Marketing integration, R&D/costumer integration, Development Process Marketing Proficiency, Development Process Technical Proficiency is constructed and the corresponding research hypothesises are also put forward. Then this article make a statistic analysis using the SPSS 13.0 on the basis of 121 effective questionnaires coming from a survey towards about 70 software corporations which has the new product. The conclusion as follows:(1) Marketing Proficiency and Technical Proficiency of the software corporations all positively and significantly influences NPD performance. But the explain degree of Development Process Proficiency towards the NPD performance coming from the big and middle enterprises is greater than the middle and little software enterprises;the effect of the Technical Proficiency toward the NPD performance coming from the big and middle enterprises is greater than the Marketing Proficiency, while as to the effect towards the NPD performance, the marketing proficiency is greater than the Technical Proficiency in middle and little software enterprises. (2) The quality of information transformation and the alternating participation of the R&D/Marketing and R&D/costumer integration have significant positive effect on marketing Proficiency. (3) The alternating participation of the R&D/Marketing and R&D/costumer integration have significant positive effect on Technical Proficiency. (4) R&D/ costumer integration will affect NPD performance through the Marketing Proficiency and Technical Proficiency. (5) R&D/Marketing integration will affect NPD performance through the Marketing Proficiency and Technical Proficiency. (6) There is no evidence to suggest the customer demand uncertainty has the moderating effect on the relationship between the Development Process Proficiency and the NPD performance.In the end, this article sum up and explain the study conclusion and theory contribution, on the basis of the conclusion and the embedded survey towards Hangzhou eastern software garden, not only the feasible amelioration suggestions are given for the software enterprises combining the study fruits and the actuality of the software enterprises, but also the expectation towards future is put forward.