Interfunctional climate and a new product performance: dependence as a moderator
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 16 October 2007
Abstract
Purpose
This study aims to examine the marketing/R&D relationship under different relative dependence situations. Specifically, its basic objective is to analyse if the effect that the climate between these departments exerts on new product development performance is moderated by the dependence perceived by these areas.
Design/methodology/approach
The interfunctional climate was measured through six key variables of relationship marketing: cooperation, communication, trust, commitment, social satisfaction and conflict. To do this, the R&D directors of 178 Spanish innovative firms were surveyed. A sample of 345 products (177 successes and 168 failures) was been obtained.
Findings
The results derived from a multisample analysis allow the conclusion that in those situations of high dependence the creation of a satisfactory climate is specially important for the development of affective bonds, such as trust and commitment among the functional areas.
Originality/value
The novelty of the research lies in the use of the relationship marketing approach to investigate industrial intra‐functional relationships and their influence on a new product performance. Furthermore, the inclusion of dependence as a possible moderator of that influence represents an added value of the study.
Keywords
Citation
García Rodríguez, N., José Sanzo Pérez, M. and Trespalacios Gutiérrez, J.A. (2007), "Interfunctional climate and a new product performance: dependence as a moderator", Journal of Business & Industrial Marketing, Vol. 22 No. 7, pp. 459-473. https://doi.org/10.1108/08858620710828845
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited