The Impact of Innovation Strategy on Relationship between Dynamic R&D/Marketing Involvement and Product Innovation Performance

摘要：

This study aims to examine the effect of the innovation strategy orientation in relationship between the level of R&D/Marketing involvement in different stages of product innovation process and the product innovation performance. Following an empirical framework, a survey research has been developed. Using survey data collected from 156 Chinas manufacturing enterprise; we demonstrate that the positive relationship between the level of dynamic R&D/market involvement and the product innovation performance is moderated by product innovation strategy orientation. Theoretical and managerial implications are discussed.

关键词： Product Innovation Strategy R&D/Marketing Involvement Dynamic Interface Management Innovation Performance

作者: LIU Xinmei ZHANG Yongsheng ZHANG Ruoyong

作者单位: School of Management, Xian Jiaotong University, P. R. China, 710049 Box 1922, Xian Jiaotong University, P. R. China, 710049 Box 1843, Xian Jiaotong University, P. R. China, 710049

会议类型: 国际会议

会议名称: The Fifth InternationalSymposium on Management of Technology(ISMOT07)(第五届技术与创新管理国际研讨会)

会议地点: 杭州

会议语种:英文

页码: 199-203

在线出版日期: 2007-06-01（万方平台首次上网日期，不代表论文的发表时间）