The process of New Product Development is believed to be one of the key activities, essential for the innovative companies, operating in high-technology areas. Current research results suggest that the process of cross-functional cooperation is of high importance for the results of the development process. On the other hand, the process of cross-functional competition for both tangible and intangible assets is also significant. The combined influence of both cross-functional cooperation and competition on the results of the NPD process (especially in Russian economic environment) remains to be studied. In this article, the authors conduct the analysis of influence of both these factors on the process of the NPD and its results (based on a sample of Russian high-technology companies)
Keywords: cross-functional integration, cros-functional competition, new product development
1. Y. Baruch, B. C. Holtom. 2008. Survey response rate levels and trends in organizational research. Hum. Relat. 61, 1139-1160.
2. G. A. Churchill Jr. 1979. A Paradigm for Developing Better Measures of Marketing Constructs. J. Mark. Res. 16, 64-73.
3. R. Frankel, D. A. Mollenkopf. 2015. Cross-Functional Integration Revisited: Exploring the Conceptual Elephant. J. Bus. Logist. 36, 18-24.
4. S. Ghobadi, J. D’Ambra. 2012. Coopetitive relationships in cross-functional software development teams: How to model and measure? J. Syst. Softw. 85, 1096-1104.
5. A. Griffin, J. R. Hauser., 1996. Integrating R&D and Marketing: A Review and Analysis of the Literature. J. Prod. Innov. Manag. 13, 191-215.
6. E. J. Kleinschmidt, R. G. Cooper. 1991. The Impact of Product Innovativeness on Performance. J. Prod. Innov. Manag. 8, 240-251.
7. X. Luo, R. J. Slotegraaf, X. Pan. 2006. Cross-Functional «Coopetition»: The Simultaneous Role of Cooperation and Competition within Firms. J. Mark. 70, 67-80.
8. G. R. Massey, E. Kyriazis. 2007. Interpersonal trust between marketing and R&D during new product development projects. Eur. J. Mark. 41, 1146-1172.
9. D. J. McAllister. 1995. Affect- and Cognition-Based Trust as Foundations for Interpersonal Cooperation in Organizations. Acad. Manage. J. 38, 24-59.
10. J. C. Narver, S. F. Slater. 1990. The Effect of a Market Orientation on Business Profitability. J. Mark. 54, 20.
11. W. E. Souder. 1987. Managing New Product Innovations. Lexington Books.
12. Q. Wang, E. Montaguti. 2002. The R&D-marketing interface and new product entry strategy. Mark. Intell. Plan. 20, 82-85.