Managing r&D - marketing integrating in the new product development process
Article Abstract:
Cross-functional coordination and collaboration between R&D and marketing is crucial to the success of the new product development process. By understanding how organizational characteristics influence the quality and quantity of information exchanged during the planning and implementation stages of innovation, managers can take steps to increase the communication within their firm, and thereby increase the probability of new product development success. This examines the effects of several organizational characteristics posited to play an important role in the effective cross-functional information exchange using data collected from 376 U.S. firms. The authors found (1) positive impacts on information exchange are attributed to a formalized system of procedural interaction, the quality of the cross-functional relationship, and a joint-rewards structure; and (2) the quality and quantity of cross-functional information exchanges are influenced negatively by the lack of credibility, and positively by rewards for interaction and a high quality of cross-functional relationship. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1996
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Environment and innovation: the case of the small entity
Article Abstract:
Scholarship on innovation has an extensive history, including research on national technological output, national systems to generate innovation, and the firm-level management of new product planning and development. This piece unites these strands, opening discussion on how national innovation systems affect management behavior, resulting in differences in the output of new technologies. By concentrating on one idiosyncrasy of the United States, the disproportionate participation by small entity innovators, and one piece of its innovation environment, the patent system, the study is able to bring together the macro and micro evidence and analysis. Because national innovation systems, by definition, vary by country, there are important implications for managing R&D process for optimal new products according to environmental circumstances. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1996
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New product development from past research to future applications
Article Abstract:
In this article, the research associated with the successful development of new products is reviewed. From the research, 17 factors are described as being critical to innovative success. Despite this knowledge, however, it is demonstrated that the factors associated with success have largely failed to be translated into practical guides for action. One reason suggested for this is that the research is too generic, and that a product-specific approach based on firms' unique "needs" for improved development is more appropriate. Using an approach recently developed via the uptake of concurrent engineering, the study concludes with a tentative framework for the application of the known success factors in new product development. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1998
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