Sherman, J. D., Berkowitz, D., & Souder, W. E. (2005). New Product Development Performance and the Interaction of Cross-Functional Integration and Knowledge Management. Journal of Product Innovation Management, 22(5), 339-411.
Format: Peer-reviewed article
Type: Research — Non-experimental
Experience level of reader: Advanced
Annotation: Interaction effects were tested between Research & Development/Marketing integration and knowledge management as the process of recording, retrieving, and reviewing information about past new product development projects. Results found significant amplification effects on dependent variables(product prototype development, product launch proficiency, technological core competency fit, and design change frequency).
Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)
Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers, Researchers
Knowledge user level addressed by the literature: Organization
This article uses the Commercial Devices and Services version of the NtK Model
Method: Create and maintain high levels of integration between Marketing and Research & Development functions and product prototype development, product launch and cycle times will all have increased proficiency. Market forecast accuracy and technological core competency fit will also be improved with function integration. Be sure to implement integration at step 4.1.
Survey. A multiple regression analysis revealed significance between integration and: product prototype development proficiency (F=70.80); product launch proficiency (F=122.74); product development cycle time (F=13.84), market forecast accuracy (F=75.65); and technological core competency fit (F=39.64), all interactions significant at the p<.001 level.
Occurrence of finding within the model: Step 5.4, Step 4.1, Step 5.1, Step 8.1, Step 7.3, Step 6.4, Step 6.2