动态环境下企业R&D/marketing整合机制的有效性研究

本文探讨动态环境下企业R&D/marketing整合机制和整合度之间的关系。论文从需求环境的动态性、竞争环境的动态性和技术环境的动态性三个角度 ,分析了 5种R&D/marketing整合机制在不同的动态环境中的相对有效性。通过对长沙地区的 78家高新科技企业进行的关于R&D/marketing整合机制有效性的实证研究 ,发现在不同的动态环境中各种整合机制对提高企业R&D/marketing整合度的影响各自不同。论文的研究结论有助于管理者了解在什么样的动态性环境下适合采取什么样的整合机制来提高企业的R&D/marketing整合度

The Empirical study of the effectiveness of different R&D/marketing integration mechanisms under dynamic environment

In this paper,we study the relationship between integration mechanisms and the degree of R&D/ marketing integration under dynamic environment. We analyse the effectiveness of 5 kinds of integration mechanisms under the condition of different combinations of demand dynamics,competitive dynamics and technological dynamics. Based on the empirical study of 78 enterprises in Changsha, We find different integration mechanisms have different effect on the improvement of the degree of R&D/ marketing integration under different dynamic environment.Our findings can help managers to learn how to use suitable integration mechanisms under different dynamic environment to improve the degree of R&D/ marketing integration.