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首页> 外文期刊>Journal of product innovation management >An Empirical Evaluation of R&D-Marketing NPD Integration in Chinese Firms: The Guanxi Effect
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An Empirical Evaluation of R&D-Marketing NPD Integration in Chinese Firms: The Guanxi Effect

机译：中国企业R＆D-营销NPD整合的实证评估：关系效应

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摘要

Research examining new product development (NPD) practices recognizes the importance of research and development (R&D)-marketing integration to performance. Although a plethora of work has been carried out in the R&D-marketing domain, including Chinese firms, the study of cross-country contexts has relied on country type as the demarcation to explain country differences. No specific cultural elements inherent in the respective countries have been examined. In the case of China, this study introduces the cultural more of guanxi. Seen as an alternative to formal institutionalized interactions, guanxi characterizes the bond between people in Chinese society. To date, the construct of guanxi has received scant attention in NPD literature. The present study examines whether guanxi affects the nature of R&D-marketing integration in Chinese firms. This work is carried out to infer whether specific cultural mores play a role in influencing R&D-marketing integration versus just recognizing a country context. A quantitative survey-based method was adopted to address the research objectives. The sample comprised Chinese high-technology (specifically information technology [IT]) organizations, which were managed by Chinese nationals with headquarters physically located in China. Many Chinese-based IT companies have indigenous R&D departments and are embarking on radical and incremental new-to-the-market product development. Pretest qualitative data were collected through telephone and respondent interviews. The final questionnaire was sent to target senior managers, resulting in a sample comprising 100 marketing and 100 R&D personnel. Study measures were developed, and factor analysis was applied to the NPD integration items. Correlation and logistic regression analyses were employed. The findings identify particular aspects of integration practices between Chinese R&D and marketing managers that differ from the West in light of the significant ejfect reflected by the guanxi construct. The results show that reliance on informal social systems, through guanxi, can act as a significant support for integration in certain activity areas and that guanxi can influence integration in mid- to late-phase activities. This study's findings suggest that guanxi can act as a unifying force in underdeveloped processes (e.g., NPD) and may, paradoxically, reinforce acceptance of formalized structures. It appears that guanxi is highly utilized to make up for the deficiencies of formal external institutional structures (e.g., regulatory and legal specifications). These findings suggest that where the basis for guanxi exists, traditional and culturally derived interpersonal relationships still impact the way people work together. The results of this research provide new knowledge of how guanxi positively influences the integration of R&D and marketing departments as well as successful NPD performance. Guanxi may underlie how R&D-marketing integration is facilitated in China. The study's findings provide a finer understanding of why Chinese firms may reflect different R&D-marketing integration practices. Managerial and research implications are presented in the paper.
机译：研究新产品开发（NPD）做法的研究认识到了研发（R＆D）-营销整合对绩效的重要性。尽管在包括中国公司在内的R＆D营销领域已经进行了大量工作，但对跨国环境的研究却依赖于国家类型作为划分国家差异的分界。没有研究各自国家固有的特定文化元素。以中国为例，本研究更多地介绍了关系文化。关系被视为正式制度化互动的一种替代方式，它表征了中国社会人与人之间的纽带。迄今为止，“关系”的构建在NPD文献中很少受到关注。本研究检验了关系是否会影响中国企业研发与营销整合的性质。开展这项工作是为了推断特定的文化习俗是否在影响研发与市场营销的整合方面发挥了作用，而不仅仅是认识到国家的情况。采用了基于定量调查的方法来解决研究目标。样本包括中国高科技（特别是信息技术[IT]）组织，这些组织由总部位于中国的中国国民管理。许多中国的IT公司都有本地的研发部门，并正在着手进行激进和渐进的新产品开发。通过电话和受访者访谈收集了测试前的定性数据。最终的问卷已发送给目标高级经理，产生的样本包括100名营销人员和100名研发人员。制定了研究措施，并将因子分析应用于NPD整合项目。采用相关和逻辑回归分析。这些发现确定了中国研发与市场营销经理之间整合实践的特定方面，这些方面与西方不同，这是由于关系结构所反映出的巨大影响。结果表明，通过关系对非正式社会系统的依赖可以为某些活动领域的整合提供重要支持，并且关系可以影响中后期活动的整合。这项研究的发现表明，关系可以在欠发达的流程（例如NPD）中充当统一力量，并且可能反常地加强对形式化结构的接受。似乎关系被高度利用来弥补正式的外部制度结构的不足（例如，监管和法律规范）。这些发现表明，在存在关系基础的地方，传统的和文化上衍生的人际关系仍然会影响人们的合作方式。这项研究的结果提供了有关关系如何积极影响研发与营销部门的整合以及成功的NPD绩效的新知识。关系可能是中国如何促进研发与营销整合的基础。该研究结果为中国企业为何可能反映不同的R＆D-营销整合实践提供了更好的理解。本文介绍了管理和研究的意义。

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  • 来源
    《Journal of product innovation management》 |2009年第6期|640-651|共12页
  • 作者

    Helen Perks; Kenneth Kahn; Cong Zhang;

  • 作者单位

    Manchester Business School, University of Manchester, Booth St West, Manchester M5 6PB, United Kingdom;

    Manchester Business School, University of Manchester, Booth St West, Manchester M5 6PB, United Kingdom;

    Manchester Business School, University of Manchester, Booth St West, Manchester M5 6PB, United Kingdom;

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