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Effects of Marketing-Manufacturing Integration on Product Innovativeness and Competitive Advantage under Uncertainty
DC Field | Value | Language |
---|---|---|
dc.contributor.advisor | 김수욱 | - |
dc.contributor.author | 이경선 | - |
dc.date.accessioned | 2017-07-14T05:11:03Z | - |
dc.date.available | 2017-07-14T05:11:03Z | - |
dc.date.issued | 2014-02 | - |
dc.identifier.other | 000000017385 | - |
dc.identifier.uri | https://hdl.handle.net/10371/124486 | - |
dc.description | 학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2014. 2. 김수욱. | - |
dc.description.abstract | Today, in cross-functional integration in new product development (NPD), marketing-manufacturing integration (MMI) is considered necessary for success. Adopting Swink and Songs (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. | - |
dc.description.tableofcontents | 1.Introduction
2.Literature Review 2.1 MMI and NPD 2.2 Uncertainty 3. Theory Development 3.1 Effects of MMI on product innovativeness and NPD length 3.2 Effects of product innovativeness on new product competitive advantage 3.3 Effects of NPD length on product competitive advantage 4. Research Method 4.1 Measurement development process 4.2 Sample and Data collection 5. Data Analyses 5.1 Measurement model validation 5.2 Path analysis 5.3 Moderation analysis 6. Conclusion References Appendix 국문 초록 | - |
dc.format | application/pdf | - |
dc.format.extent | 769232 bytes | - |
dc.format.medium | application/pdf | - |
dc.language.iso | en | - |
dc.publisher | 서울대학교 대학원 | - |
dc.subject | Marketing-Manufacturing Integration | - |
dc.subject | New Product Development | - |
dc.subject | Uncertainty | - |
dc.subject | Moderating Effects | - |
dc.subject.ddc | 658 | - |
dc.title | Effects of Marketing-Manufacturing Integration on Product Innovativeness and Competitive Advantage under Uncertainty | - |
dc.type | Thesis | - |
dc.description.degree | Master | - |
dc.citation.pages | 52 | - |
dc.contributor.affiliation | 경영대학 경영학과 | - |
dc.date.awarded | 2014-02 | - |
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