IMPLEMENTING BEST PRACTICES TO SUPPORT CREATIVITY IN NPD CROSS-FUNCTIONAL TEAMS

Raluca Bunduchi ()
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Raluca Bunduchi: University of Aberdeen Business School, Edward Wright Building, Dunbar Street, Aberdeen, AB24 3QY, United Kingdom

International Journal of Innovation Management (ijim), 2009, vol. 13, issue 04, 537-554

Abstract: The use of cross-functional teams increases creativity in new product development leading to shorter development time and higher product innovativeness. Research in new product development has identified a number of organisational practices associated with supporting organisational creativity in cross-functional teams including frequent and open communication, building organisational slack, attitude to risk and top management commitment. Using a single case study approach, this paper explores the challenges associated with the implementation of such organisational practices in the R&D department of a large telecommunication company. Challenges include sequential involvement of functions in the team, broken communication between different teams, management attitude to resource constraints, and short-term management focus on incremental innovation.

Keywords: New product development; cross-functional teams; time to market; product innovativeness (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (5)

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DOI: 10.1142/S1363919609002406

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