Measurement of Integration between NPD and Marketing Employees: Case of a Software Product Development Company
Keywords:Marketing and NPD Integration, measurement of integration in Software product development
The relationship between marketing and new product development (NPD) is of great significance. It has been widely accepted that it also affects the success of the project or product to a large extent. But yet, this integration is not an easy task and presents lots of challenges to an organization. One of the major barriers is considered to be differences in the perceptions of marketing and NPD employees about each others’ tasks and the way they are supposed to cooperate. The study described in this paper is aimed at diagnosing these differences for a particular software products organization. The study has tried to capture these differences for integration behaviors between marketing and new product development (NPD) employees engaged in software product development. The study revealed that there was a significant difference between perception of marketing and new product development (NPD) employees over the current level of information flow from marketing to NPD as well the improvement required in the same. The priorities of marketing and NPD employees for improvement also seem to be quite different which is a serious concern as it can lead to lack of concerted effort in a particular direction. The paper describes these findings on the integration behaviours between marketing and NPD employees.
Gupta, A.K., Raj, S.P. and Wilemon, D. (1986) 'A model for studying R&D-marketing interface in the product innovation process', Journal of Marketing, 50:1, 7-17.
Gupta, A.K. (1984) Study of R&D/marketing interface and innovation in High technology firms, PhD Dissertation, Syracuse University.
Griffin, A. and Hauser, J.R. (1996) 'Integrating R&D and Marketing: A Review and Analysis of the Literature', Journal of Product Innovation Management, 13:3, 191-215.
Lapierre, J. and Henault, B. (1996) 'Bidirectional Information Transfer: An Imperative for Network and Marketing Integration in a Canadian Telecommunications Firm', Journal of Product Innovation Management, 13:2, 152-166.
Leenders, M. and Wierenga, B. (2002) 'The effectiveness of different mechanisms for integrating marketing and R&D', Journal of Product Innovation Management, 19:4, 305-317.
Massey, G. and Kyriazis, E. (2007) 'Interpersonal trust between marketing and R&D during new product development projects', European Journal of Marketing, 41: 9/10, 1117-1145.
Moenaert, R.K., Souder, W.E., Meyer, A. and Deschoolmeester, D. (1994) 'R&D-Marketing Integration Mechanisms, Communication Flows, and Innovation Success', Journal of Product Innovation Management, 11:1, 31-45.
Olson, E.M., Walker, O.C., Ruekert, R.W. and Bonner, J.M. (2001) 'Patterns of cooperation during new product development among marketing, operations and R&D: Implications for project performance', Journal of Product Innovation Management, 18:4, 258-271.
Souder, W.E. and Chakrabarti, A.K. (1978) 'The R&D/marketing interface: Results from an empirical study of innovation projects', IEEE Transaction on Engineering Management, 25:4, 88-93.
Li, Tiger (1999) 'The impact of the marketing-R&D interface on new product export performance', Journal of International Marketing, 7:1, 10-33.