mixed material bibliography June 2002

p. 273-287 This study explore the nature of the relationship characterizing the marketing-manufacturing interface in new product development (NPD). Four constructs are examined: (1) marketing's knowledge of manufacturing (2)manufacturing's evaluation of marketing communication (3)marketing-manufacturing integration and (4) marketing-manufacturing relationship quality. Knowledge and communication are represented as antecedents of relationship quality and integration in a structural equations model (SEM). All relationship are posited to be positive and we test whether they are moderated by (1) high versus low environmental uncertainty and by (2) a high versus low rate of new product introdution as compared to competitors. In all cases but low uncertainty, the majority of structural paths are positive. Nevertheless, a strong, positive link exists between knowledge and integration in the low uncertainty case. Overall we find that the more marketing knows about manufacturingand the more marketing as able to comunicate credibly with manufacturing, better relationship and functional relationship will result with a variety of contingencies notwithstanding. Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen 26588 2005-11-21 00:00:00 2005-11-21 00:00:00 machine generated