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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/154107


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/154107


    Title: Balanced or imbalanced, that is the question: The effect of R&D/marketing power structure on new product development time
    Authors: 別蓮蒂
    Bei, Lien-Ti;Chang, Chia-Yang;Lou, Yung-Chien
    Contributors: 企管系
    Keywords: R&D/marketing power structure;New product development time;Resource dependence theory;Information processing theory;New product development projects
    Date: 2024-04
    Issue Date: 2024-10-28 11:42:35 (UTC+8)
    Abstract: Accelerating new product development (NPD) to gain a first-mover advantage is crucial in today's competitive business landscape. This paper aims to examine the effective power structure in NPD projects through the lens of two divergent theoretical perspectives: Information Processing Theory (IPT) and Resource Dependence Theory (RDT). While IPT suggests the benefit of a balanced decision-making power among various subunits, RDT advocates for a concentrated decision power for faster consensus and efficiency. Our research specifically investigates whether a balanced or imbalanced R&D/marketing power structure is more conducive to accelerating NPD time. This focus stems from the recognition that the interplay between R&D and marketing is critical in shaping NPD outcomes, though we acknowledge the broader context of multifunctional collaboration in NPD, including aspects like manufacturing. The paper tests two competing hypotheses: one advocating a balanced R&D/marketing power structure as per IPT, and the other supporting a dominant R&D/marketing power structure in line with RDT. We surveyed project leaders, R&D, and marketing personnel from 126 NPD projects across 87 Taiwanese firms. The empirical results significantly endorse the balanced R&D/marketing power structure hypothesis, suggesting that a harmonious collaboration between these two key subunits can expedite NPD processes. Our findings contribute to both academic research and managerial practice by offering nuanced insights into optimizing power structures within NPD teams, particularly highlighting the efficacy of a balanced R&D/marketing approach in the context of the prevalent theories.
    Relation: Journal of Engineering and Technology Management, Vol.72, 101817
    Data Type: article
    DOI 連結: https://doi.org/10.1016/j.jengtecman.2024.101817
    DOI: 10.1016/j.jengtecman.2024.101817
    Appears in Collections:[企業管理學系] 期刊論文

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