THE EFFECT OF PERCEIVED TECHNOLOGICAL UNCERTAINTY ON JAPANESE NEW PRODUCT DEVELOPMENT.
研究了感知技术不确定性如何调节新产品开发中的跨职能整合、营销与技术协同等因素对项目绩效的影响，基于553个日本项目数据。
This article develops a theoretical model that examines the moderating effect of perceived technological uncertainty on new product development (NPD). The theoretical model is tested using 553 Japanese NPD projects. It is found that cross-functional integration, marketing and technical project synergy, and proficiency in marketing and technical development activities differentially contribute to project performance under conditions of high and low perceived technological uncertainty. Japanese project managers differentially focus NPD efforts on these factors according to the level of perceived technological uncertainty.