Title: Effects of business and design strategy integration on new product development performance: an empirical analysis

Authors: Ming-Ji James Lin, Chi-Hsiang Chen, Zhe-Cheng Huang

Addresses: Department of Business Administration, National Central University, No. 300, Jhong-Da Road, Jhong-Li City, Taoyuan, Taiwan, ROC. ' Department of Business Administration, National Central University, No. 300, Jhong-Da Road, Jhong-Li City, Taoyuan, Taiwan, ROC. ' Department of Business Administration, National Central University, No. 300, Jhong-Da Road, Jhong-Li City, Taoyuan, Taiwan, ROC

Abstract: A company of different business levels may have different strategy systems. However, there is a growing understanding that systematic integration of different functional systems can improve the performance of a company. The first issue we concern is the effects of business strategy and product design strategy on New Product Development (NPD) performance. The second is to recognise whether the systematic integration of these two strategies has influences on the NPD performance or not. It is then suggested the fitness between business strategy and product design strategy to improve NPD performance for companies whose business and product design strategy are not in coordination.

Keywords: business strategy; product design strategy; new product development; NPD; strategy system integration.

DOI: 10.1504/IJBSR.2007.016422

International Journal of Business and Systems Research, 2007 Vol.1 No.4, pp.438 - 457

Published online: 28 Dec 2007 *

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