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| Author: | Gemser, G. Leenders, M.A.A.M. |
| Title: | Managing cross-functional co-operation for new product development success |
| Journal: | Long Range Planning
2011 : FEB, VOL. 44:1, p. 26-41 |
| Index terms: | innovation new products development co-operation success projects consumer goods pharmaceutical industry marketing R&D |
| Language: | eng |
| Abstract: | This article focuses on conditions making cross-functional cooperation (hereafter as: cr-f. co-opern.) in new product development (NPD) projects more or less productive. Using 40 NPD projects in the consumer electronics and pharmaceuticals industries with R&D and marketing playing key roles, it is found that the contributions of cr-f. co-opern. to NPD success are contingent on the type of market and technology opportunities being pursued. In more detail, the results suggest that when a project team pursues an opportunity characterized by high levels of market and technological risks, investments in high levels of cr-f. co-opern. are warranted to increase NPD success. There is found no evidence that cr-f. co-opern. moderates the relationship btw. the openness of an NPD project towards external information and knowledge and its performance which suggests that less integrated project teams could achieve similar results as more integrated teams in terms of processing large quantities of knowledge and information without incurring the costs that may stem from high levels of cr-f. co-opern. |
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