Cross-functional integration during New Product Development: current approaches and research prospects

Among all business processes, the process of NPD plays an exceptional role. In current competitive environment, the successful implementation of the process is believed to be of great importance for any company. Therefore, the importance of cross-functional collaboration between company departments (especially, between R&D and marketing departments) becomes obvious. However, the lack of systematic approach to operationalization of the concept and the lack of scientific attention in Russia remain the most acute challenges. Current research is conducted in order to systematize the existing views on the concept, and to design the construct, describing the concept and applicable during the further research on the topic.

Keywords: cross-functional interaction, New Product