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| Author: | Xie, J. Song, M. Stringfellow, A. |
| Title: | Antecedents and Consequences of Goal Incongruity on New Product Development in Five Countries: A Marketing View |
| Journal: | Journal of Product Innovation Management
2003 : MAY, VOL. 20:3, p. 233-250 |
| Index terms: | DEVELOPMENT MARKETING MANAGEMENT PRODUCT DEVELOPMENT |
| Language: | eng |
| Abstract: | This article examines an important challenge to effective cross-functional integration: goal incongruity among marketing, research and development (R&D), and manufacturing in new product development. The authors examine the effect of this incongruity as perceived by the marketing function on three components of cross- functional integration: the harmony of cross-functional relationships, the quality of cross-functional information, and the level of cross-functional involvement. The authors also examine how two types of managerially controllable variables affect goal incongruity: factors that motivate functions to develop common goals; and factors that facilitate the formation of such goals. The authors give special attention to the effect of national culture on the formation of common goals. |
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