Interfunctional trust as a determining factor of a new product performance

Abstract

Purpose

The purpose of the present study is to analyze the role the existing trust between marketing and R&D plays on a new product development performance. As trust determining factors four key variables of relationship marketing have been considered: satisfaction, cooperation, communication and conflict.

Design/methodology/approach

The R&D directors of 178 Spanish innovative firms were surveyed. A sample of 345 products (177 successes and 168 failures) were obtained. To estimate the model proposed a structural equation analysis was used.

Findings

The success of an innovation is especially favored by the existence of affective bonds among the participants. In this respect, the existing trust between marketing and R&D, directly, and the satisfaction of the areas with the relationship, indirectly through the former, are essential determinants of a new product performance.

Originality/value

The novelty of the research lies in the use of relationship marketing approach to investigate intra‐functional relationships and their influence on a new product performance.

Citation

García Rodríguez, N., José Sanzo Pérez, M. and Trespalacios Gutiérrez, J.A. (2007), "Interfunctional trust as a determining factor of a new product performance", European Journal of Marketing, Vol. 41 No. 5/6, pp. 678-702. https://doi.org/10.1108/03090560710737688