내부 공급사슬 통합 및 외부 공급사슬 통합과 신제품 개발 성과와의 관계

초록

Supply chain integration contributes to new product development (NPD) through communication and information sharing of internal functions and external parties. Firms obtain expertise from external integration and alleviate information distortion by integrating internal functions. Focusing on the different roles of internal/external integration in improving NPD, this study examines the interaction effect of such integration on NPD. External integration is classified into supplier and customer integration while internal integration is classified into R&Dmanufacturing, manufacturing-marketing, and marketing-R&D integration. The results reveal that internal integration moderates the relationship between supplier integration and NPD performance while it does not moderate the impact of customer integration on NPD. Specifically, the positive effect of supplier integration on NPD is amplified by more R&D-manufacturing integration, but it is reduced by more R&D-marketing integration. The findings suggest that firms take both external and internal integration into account when they develop new products and adopt different strategies for supplier and customer integration.

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