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Jurnal

JOURNAL OF MARKETING ANNIVERSARY

Keyword

new product development, teams, stability, decision making

Pengarang

  1. Rebecca J. Slotegraaf
  2. Kwaku Atuahene-Gima

    Subject

    MARKETING

    [Abstrak]

    Innovation
    scholars have long touted the value of cross-functional teams, and though firms
    have embraced a cross functional design in their new product development (NPD)
    teams, these teams continue to face challenges. Stability in an NPD team may
    offer important advantages for decision making; however, its effectiveness as a
    structural coordination mechanism remains largely unexplored. Therefore, to
    offer insight into the value of NPD team stability, the authors develop a
    process-based model that examines the extent to which stability influences
    certain decision making processes, which in turn influence new product
    advantage. They examine these relationships with a sample of cross-functional
    NPD project teams from 208 high-technology firms. The results reveal that the
    degree of stability
     in an NPD
    project team has a curvilinear relationship to team-level debate and
    decision-making comprehensiveness. In turn, whereas debate is positively
    related to decision comprehensiveness, decision comprehensiveness is positively
    related to new product advantage only at high levels. These curvilinear
    patterns shed light on anecdotal evidence that currently attributes success to
    both stable and unstable project teams.

    Periode

    Vol 75, Nomor 1, Tahun 2011

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