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,
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