本研究目的主要是希望能利用產品創新與銷售互動關係研究中，創造出企業對產品創新與銷售知曉性知識(Awareness-knowledge)，如果能有效運用並且同步調整企業的經營策略，將可以提升企業的競爭力。
在許多產業中科技創新是現今競爭成功最重要的驅力。產業中大部分的公司，有超過三分之一的銷售和利潤是來自過去五年內所開發的產品。例如百特（Baxter）是一家醫療設備供應的領導廠商，2002年銷售額的37%來自於前五年生產的產品。
Krugman（1995）曾述說「推動國家邁入下一個成長的階段的唯一要素是原創力、發明力、創造力、想像力和真正的創業精神」。
質化分析研究結果顯示，受訪企業在產品創新與銷售互動關係研究中，在產品創新與銷售中的市場項目及需求項目互動的過程，從而確定了該過程中有三項重要的發展方向，「創新」往「市場」發展方向、「市場」往「創新」發展方向、「需求」往「創新」發展方向等。受訪的企業中選擇「需求」往「創新」發展方向的所佔的比例顯示，不論是大型、中型、小型企業的規模，發展的方向都選擇由「需求」往「創新」方向發展。而跨國企業的發展方向，則是由「創新」往「市場」發展方向進行，跨國企業不斷的在不同的國家設立研發中心或實驗室，這麼大的投資金額就不難看出，他們對於創新的產品所要產生的市場規模有多大。

This study aims to focus on the interaction between innovation and marketing; thus, to make a business competitively by utilize the awareness-knowledge in innovation.
Innovation in technology is the greatest momentum to push an industry to reach to the top. In a great amount of companies, over one third of the companies earn profits by selling the novel products they produce in recent five years. Baxter, a pioneer in medical equipments, 37% of their annual sales comes from those products.
As Krugman claimed in 1995 “The only forces to make a country go a rung higher are originality, innovation, imagination, and a true spirit in his / her business.”
Based on the qualitative data, the industries set up three main focuses in their business development: (1) from innovation to marketing, (2) from marketing to innovation, and (3) from demands to innovation. Virtually, companies filter into the third focus, from demands to innovation, no matter how sizable their company scales are, whereas, multi-national corporations choose to go from innovation to marketing as their management strategy. The evidence could be the huge funds they invest in establishing world-wide labs.

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