Crafting an environment to foster integration in new product teams

Subin Im and Cheryl Nakata

International Journal of Research in Marketing, 2008, vol. 25, issue 3, 164-172

Abstract: The integration of functionally diverse members in new product teams is a long-standing managerial challenge. This study addresses two questions to help meet this challenge: 1) how can the environment around teams be crafted to foster integration, and 2) does integration help teams to create superior or more advantageous new products? Based on a survey of 206 cross-functional new product teams, we learned that certain environmental factors (market-oriented reward system, planning process formalization, managerial encouragement to take risks, and managerial involvement in new product projects) facilitate integration in teams, which, in turn, leads to the creation of superior or more advantageous new products.

Keywords: Cross-functional integration; Environmental factors; New product advantage; New product development teams; Structural equation model (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:25:y:2008:i:3:p:164-172

DOI: 10.1016/j.ijresmar.2007.11.001

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