search query: @author Gutierrez, J. A. T. / total: 2
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| Author: | Rodríguez, N. G. Pérez, J. S. Gutiérrez, J. A. T. |
| Title: | Interfunctional trust as a determining factor of a new product performance. |
| Journal: | European Journal of Marketing
2007 : VOL. 41:5/6, p.678-702 |
| Index terms: | innovation trust marketing R&D spain |
| Language: | eng |
| Abstract: | This study analyses the role the existing trust between marketing and R&D plays on a new product development performance. As trust determining factors four key variables of relationship marketing have been considered: satisfaction, cooperation, communication and conflict. R&D directors of 178 Spanish innovative firms were surveyed, resulting in a sample of 345 products (177 successes and 168 failures). A structural equation analysis was then used to estimate the proposed model. The study finds that success of an innovation is especially favoured by the existence of affective bonds among the participants. In this respect, the existing trust between marketing and R&D, directly, and the satisfaction of the areas with the relationship, indirectly through the former, are essential determinants of a new product performance. |
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