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Is the more always better? A comparative study of internal and external integration practices in new product and new service development


  • Homburg, Christian
  • Kuehnl, Christina


This study investigates the relationship between internal and external integration practices and innovation success of new products and new services. Building on the idea that key success drivers in new product and new service development may have implementing costs besides their obvious benefits, this article examines the possibility that a nonlinear relationship in the shape of an inverted U exists between innovation success and the antecedents examined in this research. The present study also addresses scholars' call for research to investigate differences in the drivers of new product and new service success. The findings suggest that differences exist in the nature of the relationship—that is, linear versus nonlinear—between cross-functional integration, customer integration, and interfirm collaboration and innovation success in a new product versus new service setting.

Suggested Citation

  • Homburg, Christian & Kuehnl, Christina, 2014. "Is the more always better? A comparative study of internal and external integration practices in new product and new service development," Journal of Business Research, Elsevier, vol. 67(7), pages 1360-1367.
  • Handle: RePEc:eee:jbrese:v:67:y:2014:i:7:p:1360-1367
    DOI: 10.1016/j.jbusres.2013.08.017

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    References listed on IDEAS

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    7. Kindström, Daniel & Kowalkowski, Christian & Sandberg, Erik, 2013. "Enabling service innovation: A dynamic capabilities approach," Journal of Business Research, Elsevier, vol. 66(8), pages 1063-1073.
    8. Eugene W. Anderson & Claes Fornell & Roland T. Rust, 1997. "Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services," Marketing Science, INFORMS, pages 129-145.
    9. Jeroen de Jong & Patrick Vermeulen, 2003. "Organizing Successful New Service Development: A Literature Review," Scales Research Reports N200307, EIM Business and Policy Research.
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    11. Cuijpers, Maarten & Guenter, Hannes & Hussinger, Katrin, 2011. "Costs and benefits of inter-departmental innovation collaboration," Research Policy, Elsevier, vol. 40(4), pages 565-575, May.
    12. Lui, Steven S. & Ngo, Hang-yue & Hon, Alice H.Y., 2006. "Coercive strategy in interfirm cooperation: Mediating roles of interpersonal and interorganizational trust," Journal of Business Research, Elsevier, vol. 59(4), pages 466-474, April.
    13. Gruner, Kjell E. & Homburg, Christian, 2000. "Does Customer Interaction Enhance New Product Success?," Journal of Business Research, Elsevier, vol. 49(1), pages 1-14, July.
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    Cited by:

    1. Gounaris, Spiros & Chatzipanagiotou, Kalliopi & Boukis, Achilleas & Perks, Helen, 2016. "Unfolding the recipes for conflict resolution during the new service development effort," Journal of Business Research, Elsevier, vol. 69(10), pages 4042-4055.
    2. Mohammad H. Eslami & Nicolette Lakemond, 2016. "Internal Integration In Complex Collaborative Product Development Projects," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(01), pages 1-28, January.


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