文档介绍：The Journal of Product Innovation Management 19 (2002) 305–317
The effectiveness of different mechanisms for integrating
marketing and R&D
Mark . Leenders*, Berend Wierenga
Erasmus University Rotterdam, Rotterdam School of Management, 3000 DR Rotterdam, herlands
Accepted 30 July 2001
Abstract
The integration of marketing and R&D is a major concern panies that want to improve their new product performance (NPP).
For this integration, companies are using mechanisms such as physical proximity, cross-functional teams, and job rotation. This study
examines the effectiveness of these mechanisms by developing a model that distinguishes between indirect effects of mechanisms on NPP
(., through a higher level of integration) and direct effects. The model is tested with data collected from 148 panies.
We were able to measure pare the effectiveness of seven different integration mechanisms, which produced insights that are
interesting and relevant for theory as well as practice.
We found that housing marketing and R&D closer to each other and using an influential cross-functional phase review board are the most
effective mechanisms to foster integration. Equal remuneration and career opportunities for marketing and R&D and cross-functional teams
are somewhat less effective, whereas personnel movement and informal social group events contribute little. ICT appears to be a very
effective tool for enhancing NPP. ICT not only fosters integration between marketing and R&D, but it also has an independent direct positive
effect on NPP. Through ICT the day-to-munication between the different parties in panies es much easier, and we
think that this fosters the knowledge creation process within marketing and R&D. For cross-functional phase review boards we found a
negative direct effect on NPP. Notwithstanding its strong positive effect on integration, a price is paid in terms of NPP. This may be related
to the amount of formalization plexity panying th