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Cross-Functional Influence in New Product Development: An Exploratory Study of Marketing and R...D Perspectives

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  • Kwaku Atuahene-Gima

    (Department of Management, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon, Hong Kong)

  • Felicitas Evangelista

    (Department of Marketing, University of Western Sydney, Sydney, Australia)

Abstract

Previous research in new product development (NPD) has focused on the participation of marketing and R...D personnel, but little attention has been paid to their influence. This study examined the effects of marketing's and R...D's influence and participation on new product performance and the differential effects of personal, new product, and organizational factors on their influence in the NPD process as seen from each other's perspective. The results suggest that marketing's and R...D's self-reported influence and their influence as reported by the other have a differential impact on new product performance. Unlike R...D's participation as perceived by marketing, marketing's participation as perceived by R...D affects new product performance only when its influence is high. The results also suggest that marketing's and R...D's influence in the NPD process is differentially affected by personal, new product, and organizational factors.

Suggested Citation

  • Kwaku Atuahene-Gima & Felicitas Evangelista, 2000. "Cross-Functional Influence in New Product Development: An Exploratory Study of Marketing and R...D Perspectives," Management Science, INFORMS, vol. 46(10), pages 1269-1284, October.
  • Handle: RePEc:inm:ormnsc:v:46:y:2000:i:10:p:1269-1284
    DOI: 10.1287/mnsc.46.10.1269.12273
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    References listed on IDEAS

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    Cited by:

    1. Stephen Roper & James Love & Priit Vahter, 2012. "The value of design strategies for new product development: Some econometric evidence," The Centre for Small and Medium Sized Enterprises Research Paper Series 114, Centre for Small and Medium Sized Enterprises, Warwick Business School, University of Warwick.
    2. Knockaert, M. & Ucbasaran, D. & Wright, M. & Clarysse, B., 2009. "How does tacit knowledge transfer influence innovation speed? The case of science based entrepreneurial firms," Vlerick Leuven Gent Management School Working Paper Series 2009-07, Vlerick Leuven Gent Management School.
    3. Thomas Bolli & Martin Woerter, 2013. "Technological Diversification and Innovation Performance," KOF Working papers 13-336, KOF Swiss Economic Institute, ETH Zurich.
    4. Homburg, Christian & Alavi, Sascha & Rajab, Thomas & Wieseke, Jan, 2017. "The contingent roles of R&D–sales versus R&D–marketing cooperation in new-product development of business-to-business firms," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 212-230.
    5. Scott A. Shane & Karl T. Ulrich, 2004. "50th Anniversary Article: Technological Innovation, Product Development, and Entrepreneurship in Management Science," Management Science, INFORMS, vol. 50(2), pages 133-144, February.
    6. Yu-Shan Su & Eric Tsang & Mike Peng, 2009. "How do internal capabilities and external partnerships affect innovativeness?," Asia Pacific Journal of Management, Springer, vol. 26(2), pages 309-331, June.
    7. Omar Merlo & Seigyoung Auh, 2009. "The effects of entrepreneurial orientation, market orientation, and marketing subunit influence on firm performance," Marketing Letters, Springer, vol. 20(3), pages 295-311, September.
    8. Elias Kyriazis & Lester W. Johnson & Paul Couchman, 2022. "The Effects of Affective Trust and Suspicion in New Product Development Projects," Businesses, MDPI, vol. 2(3), pages 1-19, August.
    9. Lütjen, Heiner & Tietze, Frank & Schultz, Carsten, 2017. "Service transitions of product-centric firms: An explorative study of service transition stages and barriers in Germany's energy market," International Journal of Production Economics, Elsevier, vol. 192(C), pages 106-119.
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    11. Arfan Shahzad & Abdullah Kaid Al-Swidi & Abd Ghani B Golamdin, 2013. "A Tract Reflection on Challenges in Research & Development for New Product Development in the Industrial Sector of Pakistan," Business and Economic Research, Macrothink Institute, vol. 3(1), pages 406-415, June.
    12. Hattula, Johannes D. & Schmitz, Christian & Schmidt, Martin & Reinecke, Sven, 2015. "Is more always better? An investigation into the relationship between marketing influence and managers' market intelligence dissemination," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 179-186.
    13. Burström, Thommie & Wilson, Timothy L. & Wincent, Joakim, 2020. "Dynamics of after-sales managers’ strategizing work: What, why and how," Journal of Business Research, Elsevier, vol. 110(C), pages 119-131.
    14. Yamashita, Yuko & Uehara, Wataru & Fukutomi, Gen & Sasaki, Masato & Fukuchi, Hiroyuki, 2012. "Dynamism Inside The Mo Box: The Credibility Of Market Information As A Key Factor In Market Orientation," Hitotsubashi Journal of commerce and management, Hitotsubashi University, vol. 46(1), pages 65-79, October.
    15. Stephen Roper & James H. Love, 2018. "Knowledge context, learning and innovation: an integrating framework," Industry and Innovation, Taylor & Francis Journals, vol. 25(4), pages 339-364, April.
    16. Pankaj Tiwari & B Suresha, 2021. "Moderating Role of Project Innovativeness on Project Flexibility, Project Risk, Project Performance, and Business Success in Financial Services," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(3), pages 179-196, September.
    17. Lütjen, Heiner & Schultz, Carsten & Tietze, Frank & Urmetzer, Florian, 2019. "Managing ecosystems for service innovation: A dynamic capability view," Journal of Business Research, Elsevier, vol. 104(C), pages 506-519.
    18. Merlo, Omar & Auh, Seigyoung, 2010. "Marketing’s strategic influence in Australian firms: A review and survey," Australasian marketing journal, Elsevier, vol. 18(2), pages 49-56.
    19. Merlo, Omar & Lukas, Bryan A. & Whitwell, Gregory J., 2012. "Marketing's reputation and influence in the firm," Journal of Business Research, Elsevier, vol. 65(3), pages 446-452.
    20. Chen, Kaihua & Guan, Jiancheng, 2011. "Mapping the functionality of China's regional innovation systems: A structural approach," China Economic Review, Elsevier, vol. 22(1), pages 11-27, March.
    21. Damien Dietsch & Rim Khemiri, 2018. "Impact Of The Use Of Knowledge Obtained Through Informal Exchanges On The Performance Of Innovation Projects: For The Enrichment Of Inbound Open Innovation Practices," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 22(06), pages 1-35, August.
    22. Po-Chien Li & Yen-Chun Chen, 2012. "How does social orientation influence R&D-marketing collaboration?," Asia Pacific Journal of Management, Springer, vol. 29(1), pages 151-168, March.
    23. Rohrbeck, Rene, 2007. "Veille stratégique en entreprise multinationale - Une étude de cas auprès de la Deutsche Telekom AG," MPRA Paper 5701, University Library of Munich, Germany.

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