Integration And New Product Development Success: The Role Of Formal And Informal Controls

Abstract

The authors test a model that suggests that new product success is a function of the relational norms and integration between marketing and R&D. Integration and norms are influenced by formal controls such as centralization and formalization. The findings from a survey of 152 product managers demonstrate the importance of promoting collaborative relationships between R&D and marketing. The study found positive relationships between collaborative relationships and the creation of successful new products. The study also found that such relationships can be fostered by decentralizing decision making and clarifying the roles of new product development personnel.