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Interfunctional climate and a new product performance: dependence as a moderator

Interfunctional climate and a new product performance: dependence as a moderator Purpose – This study aims to examine the marketing/R&D relationship under different relative dependence situations. Specifically, its basic objective is to analyse if the effect that the climate between these departments exerts on new product development performance is moderated by the dependence perceived by these areas. Design/methodology/approach – The interfunctional climate was measured through six key variables of relationship marketing: cooperation, communication, trust, commitment, social satisfaction and conflict. To do this, the R&D directors of 178 Spanish innovative firms were surveyed. A sample of 345 products (177 successes and 168 failures) was been obtained. Findings – The results derived from a multisample analysis allow the conclusion that in those situations of high dependence the creation of a satisfactory climate is specially important for the development of affective bonds, such as trust and commitment among the functional areas. Originality/value – The novelty of the research lies in the use of the relationship marketing approach to investigate industrial intra‐functional relationships and their influence on a new product performance. Furthermore, the inclusion of dependence as a possible moderator of that influence represents an added value of the study. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business and Industrial Marketing Emerald Publishing

Interfunctional climate and a new product performance: dependence as a moderator

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References (80)

Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858620710828845
Publisher site
See Article on Publisher Site

Abstract

Purpose – This study aims to examine the marketing/R&D relationship under different relative dependence situations. Specifically, its basic objective is to analyse if the effect that the climate between these departments exerts on new product development performance is moderated by the dependence perceived by these areas. Design/methodology/approach – The interfunctional climate was measured through six key variables of relationship marketing: cooperation, communication, trust, commitment, social satisfaction and conflict. To do this, the R&D directors of 178 Spanish innovative firms were surveyed. A sample of 345 products (177 successes and 168 failures) was been obtained. Findings – The results derived from a multisample analysis allow the conclusion that in those situations of high dependence the creation of a satisfactory climate is specially important for the development of affective bonds, such as trust and commitment among the functional areas. Originality/value – The novelty of the research lies in the use of the relationship marketing approach to investigate industrial intra‐functional relationships and their influence on a new product performance. Furthermore, the inclusion of dependence as a possible moderator of that influence represents an added value of the study.

Journal

Journal of Business and Industrial MarketingEmerald Publishing

Published: Oct 16, 2007

Keywords: New products; Performance appraisal; Relationship marketing; Trust; Conflict; Spain

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