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新产品开发团队稳定性与新产品优势:决策过程的作用

Product Development Team Stability and New Product Advantage: The Role of Decision-Making Processes

Journal of Marketing · 2011
被引 79
人大 AFT50UTD24ABS 4*

中文导读

研究了新产品开发团队稳定性如何通过影响辩论和决策全面性,进而影响新产品优势,发现稳定性与决策过程呈曲线关系,决策全面性仅在较高水平时提升新产品优势。

Abstract

Innovation scholars have long touted the value of cross-functional teams, and though firms have embraced a cross-functional design in their new product development (NPD) teams, these teams continue to face challenges. Stability in an NPD team may offer important advantages for decision making; however, its effectiveness as a structural coordination mechanism remains largely unexplored. Therefore, to offer insight into the value of NPD team stability, the authors develop a process-based model that examines the extent to which stability influences certain decision-making processes, which in turn influence new product advantage. They examine these relationships with a sample of cross-functional NPD project teams from 208 high-technology firms. The results reveal that the degree of stability in an NPD project team has a curvilinear relationship to team-level debate and decision-making comprehensiveness. In turn, whereas debate is positively related to decision comprehensiveness, decision comprehensiveness is positively related to new product advantage only at high levels. These curvilinear patterns shed light on anecdotal evidence that currently attributes success to both stable and unstable project teams.

新产品开发团队稳定性决策过程跨职能团队