Cross-Functional Integration of R&D, Marketing, and Manufacturing in Radical and Incremental Product Innovations and Its Effects on Project Effectiveness and Efficiency
Cross-Functional Integration of R&D, Marketing, and Manufacturing in Radical and Incremental Product Innovations and Its Effects on Project Effectiveness and Efficiency
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DOI：
10.1111/j.1540-5885.2011.00795.x
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发表时间：
2011-03
影响因子：
10.5
通讯作者：
Malte Brettel;Florian Heinemann;A. Engelen;Steven Neubauer
中科院分区：
文献类型：
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作者：
Malte Brettel;Florian Heinemann;A. Engelen;Steven Neubauer
以往的研究普遍强调跨职能整合对绩效衡量的积极影响。然而，跨职能整合是一种高度复杂的现象，在性能影响方面无法得出一般结论。因此，本研究评估了研发、营销和制造职能整合对新产品开发（NPD）项目有效性和效率的影响。提出了一种多功能设计方法，考虑了包括制造在内的三个功能，这在以往的跨功能集成研究中经常被忽视。此外，该研究区分了新产品开发过程的两个阶段，即开发阶段和商业化阶段。在构建样本时，特别注意包括足够数量的高度创新的NPD项目，以涵盖项目创新性的全部范围。这允许评估项目创新性对跨职能整合对新产品开发绩效影响的调节作用。结合这些思想的研究模型在理论上得到了发展，并通过调查数据进行了实证验证。118位NPD项目经理参与了调查（50个渐进式创新项目和68个突破性创新项目）。采用结构方程模型对研究模型进行估计。更具体地说，偏最小二乘（PLS）是最被接受的基于方差的方法。总的来说，研究结果强调跨职能整合的各个方面与绩效衡量之间的关系是高度复杂的。研发与营销的整合对效率有正向影响，但对不同类型项目的有效性没有正向影响。此外，营销与研发整合的影响取决于过程阶段和创新程度。研究发现，研发与制造的整合对研发阶段的效率有显著的正向影响。对于激进型新产品开发项目，营销与制造的整合对绩效维度没有显著影响。总体而言，这些部门之间的整合对商业化阶段的有效性产生了积极的影响。
Previous research commonly emphasizes the positive effects of cross-functional integration on performance measures. However, cross-functional integration is a highly complex phenomenon which does not allow general conclusions in terms of performance impacts. Therefore, the present study assesses the impact of integrating the R&D, marketing, and manufacturing functions on the effectiveness and efficiency of new product development (NPD) projects. A multi-functional design is applied that considers three functions, including manufacturing, which has been often neglected in prior research on cross-functional integration. Further, the study distinguishes between two phases of the NPD process, namely the development and commercialization phases. In building the sample care was particularly taken to include a sufficient number of highly innovative NPD projects to cover the full range in terms of project innovativeness. This allows assessing the moderating role of project innovativeness on the effects of cross-functional integration on NPD performance. A research model incorporating these ideas is theoretically developed and empirically validated by means of survey data. One hundred and eighteen NPD project managers participated in the survey (50 incremental and 68 radical innovation projects). Structural equation modeling was used to estimate the research model. More concretely, partial least squares (PLS) was used as the most accepted variance-based approach. Generally, the findings emphasize that the relationships between various facets of cross-functional integration and performance measures are highly complex. The integration between R&D and marketing positively impacts efficiency, but not effectiveness across different types of projects. Further, the impact of integration between marketing and R&D depends on the process stage and the degree of innovativeness. Findings regarding the integration between R&D and manufacturing show a strong positive impact on efficiency in the development phase. With respect to the integration between marketing and manufacturing, no significant effects on the performance dimensions can be observed for radical NPD projects. Overall, a positive impact of integration between these departments on effectiveness in the commercialization phase emerges.