Browse

Effects of Marketing-Manufacturing Integration on Product Innovativeness and Competitive Advantage under Uncertainty

Cited 0 time in Web of Science Cited 0 time in Scopus
Authors
이경선
Advisor
김수욱
Major
경영대학 경영학과
Issue Date
2014-02
Publisher
서울대학교 대학원
Keywords
Marketing-Manufacturing IntegrationNew Product DevelopmentUncertaintyModerating Effects
Description
학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2014. 2. 김수욱.
Abstract
Today, in cross-functional integration in new product development (NPD), marketing-manufacturing integration (MMI) is considered necessary for success. Adopting Swink and Song’s (2007) framework, this paper examines the influence of MMI in new product development on product innovativeness and competitive advantage. The proposed model was examined empirically on the basis of survey data collected from 138 NPD projects in Korean firms. Path analysis showed a negative relationship between MMI in the technical development stage and product innovativeness.
Also, as MMI has been treated as a subsidiary factor that affects NPD, there needs to be a greater focus on MMI itself before applying it to NPD. Therefore, we added uncertainty as a moderating variable and evaluated the effectiveness of demand and supply uncertainty on the relationships between given variables in the model. Demand and supply uncertainty moderated the relationship between product innovativeness and competitive advantage.
Language
English
URI
http://hdl.handle.net/10371/124486
Files in This Item:
Appears in Collections:
College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Theses (Master's Degree_경영학과)
  • mendeley

Items in S-Space are protected by copyright, with all rights reserved, unless otherwise indicated.

Browse