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Cross functional team and new product development Essay Example

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Cross functional team and new product development

Based on the sample of fifty cross-functional groups, Hauptman and Hirji (1996) explained that frequent mutual communication within groups has an encouraging influence on the team performance. Some authors also argue that repeated communication might be essential but not adequate for the success of new product. Therefore, what is really necessary is collaboration amongst functions. Collaboration or collaborative behaviour lays stress on the enthusiasm to work mutually and also describes a high degree of goal obligation as well as shared values and informality. It reveals that collaborative behaviour is completely related to the performance and development of new product whereas integration is considered as a weaker aspect for NPD project (Huth and Buschken, 2008).Cross-functional teams are created at the initial stage of any project as well as are also responsible for the end result, for example ensuring that assignments meet revenue and profit targets and time targets. Now the team members were requested to be forward thinking for the creation of new products. Moreover, cross-functional groups were given better empowerment and are also held more responsible for the failure or success of project. This involves increased flexibility as well as reliance on the information like personal experience, technology and market trends (Brown, 2005). In the overall achievement of NPD project, collaboration of team members are extremely important as well as design teams are also important. Cross-functional cooperation of marketing, production, research & development team and design team are also equally important for the development of new project (Holland, Gaston and Gomes, 2000). The superior-quality design presentation of the project comes from trust and collaboration among the team members and their vision and objective about the project (Kim and Kang, 2008). Cross-functional groups assemble members from professional entities such as all functional and technical expertise required is presented in team. So, the cross-functional groups which share the values upon the design, performance and development of new projects would produce better outcomes in NPD project through their collaborative behaviour (Loch and Kavadias, 2008).Trust plays an important role in present organizational structure. It encourages proficient information sharing, supports citizenship behaviour,

Reference

Brown., 2005. New Product Development. New Delhi: Tata McGraw Hill Publication.

Dammen, K.J., 2001. The Effects of Organizational Structure on Employee Trust and Job Satisfaction. [pdf] Available at: <http://www2.uwstout.edu/content/lib/thesis/2001/2001dammenk.pdf> [Accessed 7 November 2014].

Gross, R., 2014. The Impact of Transformational leadership, Climate and Trust in Cross-Functional Teams. [pdf] Available at: < http://globalbizresearch.org/files/ijraob_raushan-gross-61513.pdf> [Accessed 7 November 2014].

Holland, S., Gaston, K. and Gomes, J., 2000. Critical success Factors for Cross-functional Teamwork in New Product development. International Journal of Management Reviews, 2(3).

Huth, T. and Buschken, J., 2008. Organizing Cross-Functional New Product Development Projects: The Phase-Specific effects of Organizational antecedents. Germany: Springer Science and Business Media.

Kim, B.Y. and Kang, B.K., 2008. Cross-functional Cooperation With Design Teams in New Product Development. International Journal of Design, 2(3).

Kolaric, B. and Radojcic, S., 2011. Organizational Structure Influence on the Level of Trust among Employees. International Journal of Business Administration, 2(1).

Loch, C.H. and Kavadias, S., 2008. Handbook of New Product Development Management. Hungary: Routledge.

Rowland, J.K., 2005. Developing a Climate of Trust During New product Development: a Conceptual Framework. Australia: Australian and New Zealand Marketing Academy.

Zeffane, R., Tipu, S.a. and Ryan, J.C., 2011. Communication, Commitment & Trust: Exploring the Triad. International Journal of Business and Management, 6(6).

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preview essay on Cross functional team and new product development
  • Pages: 4 (1000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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