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| Author: | Olson, E. Walker, O. Ruekert, R. |
| Title: | Organizing for effective new product development: the moderating role of product innovativeness |
| Journal: | Journal of Marketing
1995 : JAN, VOL. 59:1, p. 48-62 |
| Index terms: | MARKETING PRODUCT DEVELOPMENT ROLES |
| Language: | eng |
| Abstract: | Marketing and sales personnel are frequently called on to work with - and sometimes to lead - specialists from other functional areas in the development of new products and services. Such cross-functional interactions can be structured and coordinated in a variety of ways, from bureaucratic approaches to more decentralised participatory mechanisms. Recently, cross-functional team structures have received a great deal of positive press. This paper presents a contingency model. |
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