Managing Cross-Functional Cooperation for New Product Development Success

This article focuses on conditions that make cross-functional cooperation in new product development projects more or less productive. We investigate 40 NPD projects in the consumer electronics and pharmaceuticals industries in which R&D and marketing played key roles. We find that the contribut...

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Veröffentlicht in:Long range planning Jg. 44; H. 1; S. 26 - 41
Hauptverfasser: Gemser, Gerda, Leenders, Mark A.A.M.
Format: Journal Article
Sprache:Englisch
Veröffentlicht: London Elsevier Ltd 01.02.2011
Elsevier
Pergamon Press Inc
Schlagworte:
Abteilung
Cooperation
Elektronikindustrie
Erfolgsfaktor
Kooperation
Market strategy
Pharmaindustrie
Product development
Produktentwicklung
Project management
R&D
Research & development
Studies
Success
ISSN:0024-6301, 1873-1872
Online-Zugang:Volltext
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Beschreibung
Zusammenfassung:This article focuses on conditions that make cross-functional cooperation in new product development projects more or less productive. We investigate 40 NPD projects in the consumer electronics and pharmaceuticals industries in which R&D and marketing played key roles. We find that the contributions of cross-functional cooperation to NPD success are contingent on the type of market and technology opportunities being pursued. More specifically, our results suggest that when a project team pursues an opportunity characterized by high levels of technological and market risks, investments in high levels of cross-functional cooperation are warranted to increase NPD success. We do not find evidence that cross-functional cooperation moderates the relationship between the openness of an NPD project towards external information and knowledge and its performance. This suggests that less integrated project teams could achieve similar results as more integrated teams in terms of processing large quantities of information and knowledge without incurring the costs that may stem from high levels of cross-functional cooperation.
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ISSN:0024-6301
1873-1872
DOI:10.1016/j.lrp.2010.11.001