Superordinate identity in cross-functional product development teams: Its antecedents and effect on new product performance

This research examines the role of team-based superordinate identity in influencing new product performance. The author also studies how several team-related factors affect superordinate identity and, through this psychological bond, influence new product performance. The findings, based on a sample of 118 teams, reveal that superordinate identity indeed enhances the performance of the new product developed by a team. Traditional group factors such as task interdependence and physical proximity do not play any role in influencing either superordinate identity or new product performance. Team longevity improves superordinate identity but has no effect on new product performance. Instead, a special team structure (i.e., high autonomy and outcome interdependence) improves both superordinate identity and new product performance. If interdepartmental connectedness in the firm is high, there is a reduced need for high autonomy in the team. Finally, the characteristics of the special team structure influence new product performance only through superordinate identity. Rajesh Sethi is an assistant professor of marketing in the School of Business at Clarkson University, Potsdam, New York. He received his Ph.D. from the University of Pittsburgh, Pennsylvania. His research interests are in the areas of new product development, cross-functional teams, using the World Wide Web for new product development, and electronic commerce. He has published in theJournal of Marketing, theJournal of Marketing Research, theJournal of the Academy of Marketing Science, and theJournal of Public Management and Social Policy, as well as many conference proceedings.