Under The Dynamic Environment The R & D, / Marketing Of Flexible Integration

R&D/marketing integration means that enterprise strengthens communication and cooperation between R&D and marketing in order to realize their strategic integration while R&D and marketing maintain their respective function during new product development. With new product development becoming more and more important, the study of R&D/marketing integration is becoming one of hot topics that both abroad and internal scholars focus on. The paper fits in with the tendency and carries out the following researches about characteristic of R&D/marketing integration under environmental dynamics.After review and analysis of the previous study of R&D/marketing integration, this dissertation postulates that in dynamic environments R&D/marketing integration should be flexible so as to improve enterprise's ability to respond to changeable environment. And based on combinations of environmental dynamics (demand dynamics; competitive dynamics and technological dynamics), this dissertation makes further studies on the relationship between dynamic environment and the degree of R&D/marketing integration, R&D/marketing integration mechanisms and the degree of R&D/ marketing integration in different period of NPD by means of statistical analysis. Fortunately this dissertation has proved that assumption that R&D/marketing integration should be flexible in order to adapt to the change of dynamic environment. So, the definition , meaning and construction of the flexibility of R&D/marketing integration are analyzed especially in this paper. This dissertation considers that the flexibility of R&D/marketing integration has three important characteristic—range, time and cost—and five flexibility types—the degree of integration , integration mechanisms , management of information, coordination and decision-making—and three kinds of different capability—capability of adapting to environmental changes, capability of matching environmental changes and capability of influencing environmental changes. Meanwhile this dissertation builds a system of the flexibility of R&D/marketing integration by means of flexible Institutional framework, flexible culture, flexible system of thesalary, process of NPD and inter-organizational information system and sets up a multi-layer Fuzzy-cluster evaluation model for the flexibility of R&D/marketing integration.At present, researches on R&D/marketing integration emphasize its rigidity. With the improvement of environment dynamics, this dissertation analyses that R&D/marketing integration is a complement of adapting to environment from the angle of flexibility. And this dissertation aim at providing some valuable guides for flexible management of NPD on the theory and practice.