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신제품개발 프로젝트의 R&D와 타기능간의 통합화 수준에 관한 실증 연구
남영호(Nam Yeong Ho),박현아(Park Hyeon A) 한국경영학회 2003 經營學硏究 Vol.32 No.4
New product development(NPD) projects have several stages. Individual stages require different level of cross functional integration or functional cooporation. This study examines two relationships first, relationship between required level of the integration, and project characteristics and environment uncertainty; second, relationship between appropriateness of actual integration and technical and financial success of NPD projects. It is found that R&D-Manufacturing integration is required mostly at the stage of process development, and R&D-Marketing integration is required mostly at the stage of commercial preparation. Factors that affect required level of integration are key technology, organizational structure, product newness in the market, market competitiveness, and speed and sophistication of the applied technology. It is also found that R&D-Manufacturing integration shortens commercialization period and appropriateness of R&D-Marketing integration increases possibility of technical success. However, it is not found that there are any relationships between the appropriateness and financial success.