Enhancing Effectiveness of Cross-Functional Communication in a New Product Development Team
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Published:
Aug 4, 2014
Keywords:
New Product Development Team Cross-functional Communication Team Effectiveness
Main Article Content
Abstract
Nowadays, many manufacturing firms need to form a new product development (NPD) team in order to enhance marketing strength for either existing or new products. This will give them a competitive advantage over both domestic and foreign competitors. Since an NPD team consists of members with different educational backgrounds and working experience from various divisions, misunderstanding may occur among them during the communication process. Hence, increasing effectiveness of cross-functional communication is inevitably challenging for the management team. The objective of this article is to raise awareness about cross-functional communication among members of a new product development team. The contents include an explanation of the characteristics of an NPD team, the meaning and benefits of cross-functional communication, the characteristics of cross-functional communication, and factors affecting cross-functional communication efficiency. In addition, the author provides suggestions for Thai businesses to improve the efficiency of an NPD team and to increase the opportunity for new product success in terms of sales volume and product position.
Article Details
How to Cite
Darawong, C. (2014). Enhancing Effectiveness of Cross-Functional Communication in a New Product Development Team. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences, 34(3), 136–149. Retrieved from https://so06.tci-thaijo.org/index.php/utccjournalhs/article/view/190212
Section
Academic Article
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
References
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Cooper, Robert G., and Kleinschmidt, Elko J. 1994. “Determinants of Timeliness in Product Development.” Journal of Product Innovation Management 11, 5: 381 - 396.
Darawong, Chonlatis. 2013a. “Key Success Factors of New Product Development to Cope with AEC.” BEC Journal 8, 1: 39-50. (in Thai).
ชลธิศ ดาราวงษ์. 2555ก. “ปัจจัยความสำเร็จในการพัฒนาผลิตภัณฑ์ใหม่เพื่อตอบรับ AEC.” วารสารบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร 8, 1: 39-50.
Darawong, Chonlatis. 2013b. “New Products and Business Strategy.” Sripatum Chonburi Journal 9, 2: 44-52. (in Thai).
ชลธิศ ดาราวงษ์. 2555ข. “ผลิตภัณฑ์ใหม่และกลยุทธ์ทางธุรกิจ.” วารสารวิชาการศรีปทุมชลบุรี 9, 2: 44-52.
Darawong, Chonlatis. 2013c. “The Mediating Effect of Cross-Functional Communication on the Relationship between Task Interdependence and New Product Development Speed: A Proposed Model.” Stamford Journal 5, 1: 119-126.
Darawong, Chonlatis, and Igel, Barbara. 2012. “Acculturation of Local New Product Development Team Members in MNC Subsidiaries in Thailand.” Asia Pacific Journal of Marketing and Logistics 24, 3: 351-371.
Fisher, Robert J., Maltz, Elliot, and Jaworski, Bernard J. 1997. “Enhancing Communication between Marketing and Engineering: The Moderating Role of Relative Functional Identification.” Journal of Marketing 61, 3: 54-70.
Fredericks, Elisa. 2005. “Cross-Functional Involvement in New Product Development: A Resource Dependency and Human Capital Perspective.” Qualitative Market Research: An International Journal 8, 3: 1352-2752.
Ganesan, Shankar, Matter, Alan J., and Rindfleisch, Aric. 2005. “Does Distance Still Matter? Geographic Proximity and New Product Development.” American Marketing Association 69, 4: 44-60.
Griffin, Abbie, and Hauser, John R. 1996. “Integrating R&D and Marketing: A Review and Analysis of the Literature.” Journal of Product Innovation Management 13, 3: 191-215.
Hart, Susan J., and Baker, Michael J. 1994. “The Multiple Convergent Processing Model of New Product Development.” International Marketing Review 11, 1: 77-92.
HIrst, G., and Mann, L. 2004. “A Model of R&D Leadership and Team Communication: The Relationship with Project Performance.” R&D Management 34, 2: 147-160.
Hoegl, Martin. 2005. “Smaller Teams - Better Teamwork: How to Keep Project Teams Small.” Business Horizons 48, 3: 209-214.
Holland, S., Gaston, K., and Gomes, J. 2000. “Critical Success Factors for Cross-Functional Teamwork in New Product Development.” International Journal of Management Review 2, 3: 231-259.
Kananurak, Napawan. 2009. “Leadership for Efficiency Organization.” University of the Thai Chamber of Commerce Journal 29, 4: 136 – 146. (in Thai).
นภวรรณ คณานุรักษ์. 2552. “ภาวะผู้นำเพื่อองค์กรที่มีประสิทธิภาพ.” วารสารวิชาการ มหาวิทยาลัยหอการค้าไทย 29, 4: 136 – 146.
Kichuk, Susan L., and Wiesner, Willi H. 1997. “The Big Five Personality Dimensions and Team Performance: Implications for Selecting Successful Product Design Teams.” Journal of Engineering and Technology Management 14, 3: 195-221.
Kraut, Robert E., et al. 1990. “Informal Communication in Organizations: Form, Function, and Technology.” In I. S. Oskamp and S. Spacapan, (eds.), Human Reactions to Technology: The Claremont Symposium on Applies Social Psychology. pp. 1-55. Beverly Hills, CA: Sage.
Leenders, Roger Th. A. J., Engelen, Jo M. L. van, and Kratzer, Jan. 2003. “Virtuality, Communication, and New Product Team Creativity: A Social Network Perspective.” Journal of Engineering and Technology Management 20, 1-2: 69-92.
Lewis, K. 2003. “Knowledge and Performance in Knowledge-Worker Teams: A Longitudinal Study of Transactive Memory Systems.” Management Science 50, 11: 1519-1533.
Lovelace, K., Shapiro, D. L., and Weingart, L. R. 2001. “Maximizing Cross-Funtional New Product Teams' Innovativeness and Constraint Adherence: A Conflict Communications Perspective.” Academy of Management Journal 44, 4: 779-793.
Maltz, Elliot, and Kohli, Ajay K. 1996. “Market Intelligence Dissemination across Functional Boundaries.” Journal of Marketing Research 33, 1: 47-61.
McDonough, Edward F., III. 2000. “Investigation of Factors Contributing to the Success of Cross-Functional Teams.” Journal of Product Innovation Management 17, 3: 221-235.
Moenaert, Rudy K., et al. 1994. “R&D-Marketing Integration Mechanisms, Communication Flows, and Innovation Success.” Journal of Product Innovation Management 11, 1: 31 - 45.
Patrashkova-Volzdoska, et al. 2003. “Examing a Curvilinear Relationship between Communication Frequency and Team Performance in Cross-Functional Project Teams.” IEEE Transactions on Engineering Management 50, 3: 262-269.
Pinto, Mary Beth, and Pinto, Jeffrey K. 1990. “Project Team Communication and Cross-Functional Cooperation in New Program Development.” Journal of Product Innovation Management 7, 3: 200 - 212.
Pinto, Mary Beth, Pinto, Jeffrey K., and Prescott, John E. 1993. “Antecedents and Consequences of Project Team Cross-Functional Cooperation.” Management Science 39, 10: 1281 - 1297.
Cooper, Robert G., and Kleinschmidt, Elko J. 1994. “Determinants of Timeliness in Product Development.” Journal of Product Innovation Management 11, 5: 381 - 396.
Darawong, Chonlatis. 2013a. “Key Success Factors of New Product Development to Cope with AEC.” BEC Journal 8, 1: 39-50. (in Thai).
ชลธิศ ดาราวงษ์. 2555ก. “ปัจจัยความสำเร็จในการพัฒนาผลิตภัณฑ์ใหม่เพื่อตอบรับ AEC.” วารสารบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร 8, 1: 39-50.
Darawong, Chonlatis. 2013b. “New Products and Business Strategy.” Sripatum Chonburi Journal 9, 2: 44-52. (in Thai).
ชลธิศ ดาราวงษ์. 2555ข. “ผลิตภัณฑ์ใหม่และกลยุทธ์ทางธุรกิจ.” วารสารวิชาการศรีปทุมชลบุรี 9, 2: 44-52.
Darawong, Chonlatis. 2013c. “The Mediating Effect of Cross-Functional Communication on the Relationship between Task Interdependence and New Product Development Speed: A Proposed Model.” Stamford Journal 5, 1: 119-126.
Darawong, Chonlatis, and Igel, Barbara. 2012. “Acculturation of Local New Product Development Team Members in MNC Subsidiaries in Thailand.” Asia Pacific Journal of Marketing and Logistics 24, 3: 351-371.
Fisher, Robert J., Maltz, Elliot, and Jaworski, Bernard J. 1997. “Enhancing Communication between Marketing and Engineering: The Moderating Role of Relative Functional Identification.” Journal of Marketing 61, 3: 54-70.
Fredericks, Elisa. 2005. “Cross-Functional Involvement in New Product Development: A Resource Dependency and Human Capital Perspective.” Qualitative Market Research: An International Journal 8, 3: 1352-2752.
Ganesan, Shankar, Matter, Alan J., and Rindfleisch, Aric. 2005. “Does Distance Still Matter? Geographic Proximity and New Product Development.” American Marketing Association 69, 4: 44-60.
Griffin, Abbie, and Hauser, John R. 1996. “Integrating R&D and Marketing: A Review and Analysis of the Literature.” Journal of Product Innovation Management 13, 3: 191-215.
Hart, Susan J., and Baker, Michael J. 1994. “The Multiple Convergent Processing Model of New Product Development.” International Marketing Review 11, 1: 77-92.
HIrst, G., and Mann, L. 2004. “A Model of R&D Leadership and Team Communication: The Relationship with Project Performance.” R&D Management 34, 2: 147-160.
Hoegl, Martin. 2005. “Smaller Teams - Better Teamwork: How to Keep Project Teams Small.” Business Horizons 48, 3: 209-214.
Holland, S., Gaston, K., and Gomes, J. 2000. “Critical Success Factors for Cross-Functional Teamwork in New Product Development.” International Journal of Management Review 2, 3: 231-259.
Kananurak, Napawan. 2009. “Leadership for Efficiency Organization.” University of the Thai Chamber of Commerce Journal 29, 4: 136 – 146. (in Thai).
นภวรรณ คณานุรักษ์. 2552. “ภาวะผู้นำเพื่อองค์กรที่มีประสิทธิภาพ.” วารสารวิชาการ มหาวิทยาลัยหอการค้าไทย 29, 4: 136 – 146.
Kichuk, Susan L., and Wiesner, Willi H. 1997. “The Big Five Personality Dimensions and Team Performance: Implications for Selecting Successful Product Design Teams.” Journal of Engineering and Technology Management 14, 3: 195-221.
Kraut, Robert E., et al. 1990. “Informal Communication in Organizations: Form, Function, and Technology.” In I. S. Oskamp and S. Spacapan, (eds.), Human Reactions to Technology: The Claremont Symposium on Applies Social Psychology. pp. 1-55. Beverly Hills, CA: Sage.
Leenders, Roger Th. A. J., Engelen, Jo M. L. van, and Kratzer, Jan. 2003. “Virtuality, Communication, and New Product Team Creativity: A Social Network Perspective.” Journal of Engineering and Technology Management 20, 1-2: 69-92.
Lewis, K. 2003. “Knowledge and Performance in Knowledge-Worker Teams: A Longitudinal Study of Transactive Memory Systems.” Management Science 50, 11: 1519-1533.
Lovelace, K., Shapiro, D. L., and Weingart, L. R. 2001. “Maximizing Cross-Funtional New Product Teams' Innovativeness and Constraint Adherence: A Conflict Communications Perspective.” Academy of Management Journal 44, 4: 779-793.
Maltz, Elliot, and Kohli, Ajay K. 1996. “Market Intelligence Dissemination across Functional Boundaries.” Journal of Marketing Research 33, 1: 47-61.
McDonough, Edward F., III. 2000. “Investigation of Factors Contributing to the Success of Cross-Functional Teams.” Journal of Product Innovation Management 17, 3: 221-235.
Moenaert, Rudy K., et al. 1994. “R&D-Marketing Integration Mechanisms, Communication Flows, and Innovation Success.” Journal of Product Innovation Management 11, 1: 31 - 45.
Patrashkova-Volzdoska, et al. 2003. “Examing a Curvilinear Relationship between Communication Frequency and Team Performance in Cross-Functional Project Teams.” IEEE Transactions on Engineering Management 50, 3: 262-269.
Pinto, Mary Beth, and Pinto, Jeffrey K. 1990. “Project Team Communication and Cross-Functional Cooperation in New Program Development.” Journal of Product Innovation Management 7, 3: 200 - 212.
Pinto, Mary Beth, Pinto, Jeffrey K., and Prescott, John E. 1993. “Antecedents and Consequences of Project Team Cross-Functional Cooperation.” Management Science 39, 10: 1281 - 1297.