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The Effect of Interfirms Communication on the Financial Performance due to New Product Development

거래업체간 의사소통이 신제품 개발로 인한 재무적 성과에 미치는 영향

  • Received : 2014.07.08
  • Accepted : 2014.08.22
  • Published : 2014.10.28

Abstract

Recently many companies build interfirms cooperation based on their trust. These typology of partnerships play important roles for good results especially for joint product development. Therefore the purpose of this article is to investigate the role of interfirms communication in B2B market. We also investigate interfirms communication affecting the result of new product performance through two relationship factors(trust, conflict) in B2B market. Data were gathered from respondents who work in industrial buying center. Major findings of this study are summarized as follows: First, communication has positive effects on trust but negative effects on conflict. Second, trust is shown to have positive effects on cooperation and new product performance. However, conflict is shown to have negative effects on cooperation and new product performance. As a result, interfirms communication derives new product performance. In conclusion, this study means that we tried to investigate the human relationship in B2B market.

Keywords

Communication;New Product Development;Trust;Conflict;Cooperation

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