The model of studying R&D – marketing integration effectiveness during New Product Development

Cross-functional cooperation is believed to be one of the key factors leading to new product development success. The factors that influence the effectiveness of that process are of great scientific importance. The paper offers a solution to the task of forming a research model to investigate their impact on collaboration of marketing and R&D during the process of new product development

Keywords: cross-functional cooperation, new product development

References

1. J. Andrews, D. C. Smith. In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products//J. Mark. Res. Т. 33. № 2. 1996. P. 174-187.

2. M. Dayan, C. A. Di Benedetto, M. Colak. Managerial trust in new product development projects: its antecedents and consequences//RD Manag. Т. 39. № 1. 2009. P. 21-37.

3. C. R. Emery. A cause-effect-cause model for sustaining crossfunctional integration//Bus. Process Manag. J. Т. 15. № 1. 2009. P. 93-108.

4. A. Engelen, M. Brettel, G. Wiest. Cross-functional Integration and New Product Performance — The Impact of National and Corporate Culture//J. Int. Manag. Т. 18. № 1. 2012. P. 52-65.

5. H. Evanschitzky et al. Success Factors of Product Innovation: An Updated Meta-Analysis//J. Prod. Innov. Manag. Т. 29. 2012. P. 21-37.

6. S. Ghobadi, J. D’Ambra. Coopetitive relationships in crossfunctional software development teams: How to model and measure?//J. Syst. Softw. Т. 85. № 5. 2012. P. 1096-1104.

7. A. Griffin, J. R. Hauser. Integrating R&D and Marketing: A Review and Analysis of the Literature//J. Prod. Innov. Manag. Т. 13. № 3. 1996. P. 191-215.

8. A. K. Gupta, S. P. Raj, D. Wilemon. A Model for Studying R&D. Marketing Interface in the Product Innovation Process//J. Mark.Т. 50. № 2. 1986. P. 7-17.

9. G. H. Hofstede. Culture’s consequences: comparing values, behaviors, institutions, and organizations across nations//Behav. Res. Ther. Т. 41. № 7. 2001.

10. B. J. Jaworski, A. K. Kohli. Market Orientation: Antecedents and Consequences//J. Mark. Т. 57. № 3. 1993. P. 53-70.

11. R. T. Keller, W. E. Holland. Communicators and Innovators in Research and Development Organizations//Acad. Manage. J. Т. 26. № 4. 1983. P. 742-749.

12. E. J. Kleinschmidt, R. G. Cooper. The Impact of Product Innovativeness on Performance//J. Prod. Innov. Manag. Т. 8. № 4. 1991. P. 240-251.

13. P. R. Lawrence, J. W. Lorsch. Differentiation and Integration in Complex Organizations//Adm. Sci. Q. Т. 12. № 1. 1967. P. 1-47.

14. G. R. Massey, E. Kyriazis. Interpersonal trust between marketing and R&D during new product development projects//Eur. J. Mark. Т. 41. № 9/10. 2007. P. 1146-1172.

15. D. L. McLain. Evidence of the properties of an ambiguity tolerance measure: the Multiple Stimulus Types Ambiguity Tolerance Scale-II (MSTAT-II)//Psychol. Rep. Т. 105. № 3. Pt 1. 2009. P. 975-988.

16. D. L. McLain, E. Kefallonitis, K. Armani. Ambiguity tolerance in organizations: definitional clarification and perspectives on future research//Cogn. Sci. P. 344. 2015.

17. G. A. Miller, L. W. Wager. Adult Socialization, Organizational Structure, and Role Orientations//Adm. Sci. Q. Т. 16. № 2. 1971. P. 151-163.

18. C. Nakata, S. Im. Spurring Cross-Functional Integration for Higher New Product Performance: A Group Effectiveness Perspective// J. Prod. Innov. Manag. Т. 27. № 4. 2010. P. 554-571.

19. J. C. Narver, S. F. Slater. The Effect of a Market Orientation on Business Profitability//J. Mark. Т. 54. № 4. 1990. P. 20.

20. A. L. Page, G. R. Schirr. Growth and Development of a Body of Knowledge: 16 Years of New Product Development Research, 1989-2004//J. Prod. Innov. Manag. Т. 25. № 3. 2008. P. 233-248.

21. M. B. Pinto, J. K. Pinto, J. E. Prescott. Antecedents and Consequences of Project Team Cross-Functional Cooperation// Manag. Sci. Т. 39. № 10. 1993. P. 1281-1297.

22. C. Robert, S. A. Wasti. Organizational Individualism and Collectivism: Theoretical Development and an Empirical Test of a Measure//J. Manag. Т. 28. № 4. 2002. P. 544-566.

23. R. Sethi, D. C. Smith, C. W. Park. Cross-Functional Product Development Teams, Creativity, and the Innovativeness of New Consumer Products//J. Mark. Res. Т. 38. № 1. 2001. P. 73-85.

24. J. B. Sшrensen. The Strength of Corporate Culture and the Reliability of Firm Performance//Adm. Sci. Q. Т. 47. № 1. 2002. P. 70-91.

25. W. E. Souder. Managing Relations Between R&D and Marketing in New Product Development Projects//J. Prod. Innov. Manag. Т. 5. № 1. 1988. P. 6-19.

26. V. Taras, P. Steel, B. L. Kirkman. Three decades of research on national culture in the workplace: Do the differences still make a difference?//Organ. Dyn. Т. 40. № 3. 2011. P. 189-198.

27. Q. Wang, E. Montaguti. The R&D-marketing interface and new product entry strategy//Mark. Intell. Plan. Т. 20. № 2. 2002. P. 82-85.

Authors