Cross-Functional Influence in New Product Development: An Exploratory Study of Marketing and R&D Perspectives

225 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

Diversity is strategy: the effect of R&D team diversity on innovative performance (2017, unknown): “Several scholars suggest that the creativity benefits are more relevant for the generation of new knowledge or the invention of new products while coordination and communication costs become more important in commercialisation and marketing activities (e.g., Atuahene-Gima and Evangelista, 2000).”
How do internal capabilities and external partnerships affect innovativeness? (2009, background): “…product innovations have a market focus (Utterback & Abernathy, 1975), marketing capability may enable a new product development team to take account of market opportunities and threats and to enhance its understanding of new product commercialization strategy (Atuahene-Gima & Evangelista, 2000).”
Exploratory and Exploitative Learning in New Product Development: A Social Capital Perspective on New Technology Ventures in China (2007, background): “New product development can be a political process fraught with conflict, different agendas, and priorities of TMT members (Atuahene-Gima and Evangelista 2000).”