An empirical research of the new product development period and competitive advantage resulted in manufacturing-marketing interaction: Based on the data from the small and medium enterprises in the yangtze delta in China

作者：Cheng Faxin; Zhao Yanping

来源：2nd International Conference on Management Science and Engineering Management, 2008-11-03 to 2008-11-08.

• manufacturing-marketing interaction
• new product development
• empirical study
• product competitive advantage
• path analysis

Based on the better understand the advantages and disadvantages of manufacturing-marketing interaction(MMI) in new product development (NPD), the focus of this paper examines one dimension of possible benefit from MMI in NPD, product competitive advantage, and the dimension of project period. A path analysis of data from 322 small and medium enterprises (SME) in the Yangtze Delta which completed NPD projects that increased MMI in each stage of product development in respectively associate with greater product competitive advantage, which in turn in associated with high project return on investment (ROI). While the results of our analysis indicate that MMI is associated with both NPD performance dimensions as expected. Instead, the results indicate that the influence of MMI on project ROI is much more strongly positive than negative. MMI is strongly associated with greater product competitive advantage, which in turn is a strong driver of ROI Although MMI is also associated with longer project period, at least in market analysis and product commercialization project stages, the impacts of these associations on ROI appear to be negligible. Thus, the total effect of MMI on ROI is strongly positive.

• 出版日期2008
• 单位江苏大学