The impact of cross-functional joint involvement across product development stages: an exploratory study

Article Abstract:

Success in the adoption of cross-functional joint involvement relies on the stage in the new product development (NPD) process. Data taken from 236 managers working in the R&D, manufacturing and marketing departments of 16 Fortune 500 firms revealed that the probability of new product success is greater when a firm undertakes function-specific and stage-specific patterns of cross-functional integration than a cross-functional integration pattern that integrates all functions during all NPD stages. Joint involvement between R&D, manufacturing and marketing may also create negative effects in all stages of the NPD process.

Management-Productivity, Organizational effectiveness, Integration, Functional, Functional integration (Mathematics)

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A causal model of the impact of skills, synergy, and design sensitivity on new product performance

Article Abstract:

The causal model tested on 65 Japanese new products showed relatively encouraging insights for U.S. managers to adopt some Japanese management practices which may help improve their new product development success rates. The findings revealed five antecedents to marketing and technical proficiency: process skills, project management skills, skills/needs alignment, design sensitivity and team skills. The study, though exploratory enough did not discount the possibility for future research that will clarify the relationship of the above mentioned antecedents to new product performance.

Production Management, Management Skills, Models, Project management, Product quality, Career development, Management techniques, Engineering design, Causation, Causation (Philosophy)

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Contingent product design and marketing strategies influencing new product success and failure in US and Japanese electronics firms

Article Abstract:

Comparative analyses have revealed that new product success rates can be improved by accommodating marketing and product design strategies to perceived low and high levels of market uncertainty. The accommodation process' first step is judging market uncertainty by measuring a firm's market understanding, level of understanding of user needs, and ability to convert user needs into product specifications. The accommodation process' second step is matching strategies to the degree of perceived uncertainty.

Marketing Management, Analysis, Marketing research, Market research

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