文档介绍：The Journal of Product Innovation Management 18 (2001) 314–323
Market orientation, interdepartmental integration, and product
development performance
h B. Kahn*
The University of Tennessee, Department of Marketing, Logistics, and Transportation, 315 Stokely Management Center,
Knoxville, Tennessee 37996-0530, USA
Received 27 April 2001; accepted 01 May 2001
Abstract
Various research studies have shown that a market orientation and interdepartmental integration can positively influence product
development performance. Addressed in this article is whether market orientation and interdepartmental integration both equally influence
product development performance, whether one of these constructs is more influential than the other, and whether such influence is
dependent on the type of department being examined?
Analyzing survey data from 156 marketing, manufacturing, and R&D managers, the tentative results suggest that a market orientation
and interdepartmental integration correlate to improved product development and product management performance in varying degrees
across these three manager sets. It appears that a positive relationship between market orientation and product development performance
is likely to be reflected by the marketing department, while marketing and manufacturing departments are likely to reflect a positive
relationship between the general