Relationships among functional units and new product performance: The moderating effect of technological turbulence |
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| Authors: | Pilar Fernández M Luisa Del Río José Varela Belén Bande |
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| Institution: | 1. Menlo College, Department of Marketing, 1000 El Camino Real, Atherton, CA 94027, United States;2. University of Liechtenstein, Department of Entrepreneurship, Fürst-Franz-Josef-Strasse, 9490 Vaduz, Liechtenstein;3. Indiana University, Kelley School of Business, Department of Management and Entrepreneurship, 1309 E. Tenth Street, Bloomington, IN 47405, United States;1. Management Division, School of Graduate Professional Studies, Penn State University, 30 East Swedesford Rd., Malvern, PA 19355-1443, USA;2. Department of Marketing, City University of Hong Kong, Tat Chee Avenue, Kowloon, Hong Kong, China;3. Department of Labor Studies and Employment Relations, The Pennsylvania State University, 003 Keller Building, University Park, PA 16802, United States;4. Department of Marketing, City University of Hong Kong, Tat Chee Avenue, Kowloon, Hong Kong, China;1. National Taipei University, Department of Business Administration, No. 151, University Rd., San Shia, New Taipei City 23741, Taiwan;2. Ming Chi University of Technology, Department of Business and Management, No. 84, Gungjuan Rd., Taishan Dist., New Taipei City 24301, Taiwan |
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| Abstract: | Though there has been plenty of research into new product success factors, only a few studies have tried to analyse whether these factors are important in different settings. In this study, we propose and test a model that links physical proximity among functional units, presence of product champions, cross-functional harmony, and new product program performance. The moderating effects of perceived technological turbulence on relationships between new product performance and its antecedents are also tested. Our results, obtained from 151 managers working for Spanish firms with a R&D department, confirm the different impact of these factors on the three measures of performance considered and also on two groups of organizations, the ones that perceive high technological turbulence and the ones that perceive low technological turbulence. |
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