Although the collaboration of internal marketing and R&D team is normally acknowledged as a critical factor for new product’s accomplishment, this study presents not only the effectiveness of the internal collaboration between marketing and technologically new product development department in private organization but related potential performances is also discussed. With specifically applied results obtained by target employees, the authors propose that the co-creation between marketing and R&D is another predominantly effective moderator combining with high levels of new product development’s resources towards new product performances. Furthermore, the influence of co-creation between the marketing and R&D is also expected to have an impact on the relationship between new product development resources and its performances, particularly in terms of financial and non-financial criterion. Therefore, a strong co-created norm or closely working together between the marketing and R&D departments tends to have a lot of advantages with respect to new product and service performances being effectively launched to serve both direct and indirect customers with fast speed and high satisfaction.