In order to answer the question 'When and How to achieve R＆D/Marketing integration?', this thesis suggests research questions as follows:
1. How does it vary the relation between new product commercial success and achieved R＆D/Marketing integration at each new product development stage by new product related characteristics?
2. How does it vary the relation between integation devices and achieved R＆D/Marketing integration at each new product development stage by new product related characteristics?
3. How does vary the effectiveness of integration devices by information and information source credibility?
The major findings of this thesis are as follows :
1. The relationship between new product commercial success and R＆D/Marketing achieved integration at commercial stage was moderated by the technological newness of new product. But the relationship between new product commercial success and R＆D/Marketing achieved integration at idea generation stage was'nt moderated by the market newness of new product.
2. The relationship between new product commercial success and R＆D/Marketing achieved integration was moderated by the dynamics of new product environments.
3. The more integration was achieved at idea generation stage, the more complicated integration devices was used at idea generation stage. There is no evident relationship between integration devices and achieved integration at commercial stage.
4. The relationship between achieved integration and integration devices were moderated by the information credibility, and partially moderated by the information source credibility.
