A Study of Cross-Cultural Communication in the NPD: Applying Piaget’s Theory to Multidisciplinary Communication in the Three Validation Stages

Abstract

The importance of cross-functional and multi-disciplinary communication has been emphasized for new product development (NPD) in many researches. Many of them were discussed about the conflicts or problems among different R&D functions within NPD process. Whereas in product development practices, companies of ICT (information, computer, technology) industries have focused on quality issues in NPD with three stages as known as EVT, DVT and PVT. Dedicated R&D functions are assigned with specific targets to fulfill at each of the stages. The major reason to plan such process is to define clear development stages and thresholds so that the quality can be assured and risk can be reduced as getting into next stage. This process is in line with ISO 9000 quality system as well; it helps companies comply with an international quality system. It is valuable that companies can aggregate various opinions upon different development issues from different R&D functions for achieving common goals. The core of communication among R&D teams is to tackle multi-disciplinary or cross-cultural gaps. This study is applying meta-analytics to interpret Piaget’s cognitive theory as non-technical skills (NTS) into the actions which R&D teams can take to reach better cross-cultural communication within EVT/DVT/PVT stages. The actions include: (1) In EVT stage, it needs to absorb inputs from different R&D teams, with assimilation attitude to utilize different ideas is the best approach. (2) Moving into DVT, because different ideas have been achieved upon common ground, adaption can help reach the best balance among sophisticated conditions. (3) Last in PVT, accommodating all considerations to fit in mass production is the best interest for companies.