◈ Abstarct ◈



Yang, Chun Sul
Business Administration
Graduate School Dongguk University


Present economic situation is going to worse and worse nowadays. The economic environment in various fields is changing like the worse economic condition, the change of customer's needs, the poor competitive condition, and the innovation of technique etc. Under the severe global competition and IMF's system, it is necessary for the Korean companies to make a success the innovation in the fields of goods and service for the stable and beneficial growth.

The innovation of goods is the complex process to need various fields. All the functional relationship is important in the process of new product development, but it is necessary for the new product strategy to integrate systemically in three parts like marketing, R&D, and production.

In various standpoints, the research about the process of new product development is proceeding, however, it doesn't seem that there is seldom the research completed in theorical and empirical ways.

This research shows the efficient integration between related departments and success of new product, especially focused on the departments of marketing, R&D, and production. Also this research is focused on analyzing empirically those who are employed in the departments of marketing, R&D, and production of the Korean food corporations in four points of view.

First, does the beneficient growth and mutual dependence between related department give any influence on the integration of those departments?

Second, does the group to develope new products, the common incentive system, and the level of communication give an impact to that of integration?

Third, are the capability for the development of the innovative new products, the degree of marketing policy, and the prime economic administrator the main factors to promote the integration?

Fourth, can the integration between the related department in the strategy of new product promote the efficiency of the new product development?

This research has the main goal to make a conceptual system based on the existing reference, and the main conclusion is following as :

First, the level of the integration between the related department is going up when the structure of new product development has a tendency to focus on the field-originated.

Second, the higher the level of the common incentive system and communication, the better that of the integration of the related department.

Third, the strong facility and faith toward the marketing policy make a contribution to produce the synergy of the integration of the related department.

This research shows the facts that the integration of the related department gives a merit to promote new product development. Also, it tells that the gap of the level of completed integration and that of demanding one gives more influence on the new product development.

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