Balanced or imbalanced, that is the question: The effect of R&D/marketing power structure on new product development time

IF 3.7 3区 管理学 Q2 BUSINESS
Chia-Yang Chang , Yung-Chien Lou , Lien-Ti Bei
{"title":"Balanced or imbalanced, that is the question: The effect of R&D/marketing power structure on new product development time","authors":"Chia-Yang Chang ,&nbsp;Yung-Chien Lou ,&nbsp;Lien-Ti Bei","doi":"10.1016/j.jengtecman.2024.101817","DOIUrl":null,"url":null,"abstract":"<div><p>Accelerating new product development (NPD) to gain a first-mover advantage is crucial in today's competitive business landscape. This paper aims to examine the effective power structure in NPD projects through the lens of two divergent theoretical perspectives: Information Processing Theory (IPT) and Resource Dependence Theory (RDT). While IPT suggests the benefit of a balanced decision-making power among various subunits, RDT advocates for a concentrated decision power for faster consensus and efficiency. Our research specifically investigates whether a balanced or imbalanced R&amp;D/marketing power structure is more conducive to accelerating NPD time. This focus stems from the recognition that the interplay between R&amp;D and marketing is critical in shaping NPD outcomes, though we acknowledge the broader context of multifunctional collaboration in NPD, including aspects like manufacturing. The paper tests two competing hypotheses: one advocating a balanced R&amp;D/marketing power structure as per IPT, and the other supporting a dominant R&amp;D/marketing power structure in line with RDT. We surveyed project leaders, R&amp;D, and marketing personnel from 126 NPD projects across 87 Taiwanese firms. The empirical results significantly endorse the balanced R&amp;D/marketing power structure hypothesis, suggesting that a harmonious collaboration between these two key subunits can expedite NPD processes. Our findings contribute to both academic research and managerial practice by offering nuanced insights into optimizing power structures within NPD teams, particularly highlighting the efficacy of a balanced R&amp;D/marketing approach in the context of the prevalent theories.</p></div>","PeriodicalId":50209,"journal":{"name":"Journal of Engineering and Technology Management","volume":null,"pages":null},"PeriodicalIF":3.7000,"publicationDate":"2024-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Engineering and Technology Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0923474824000225","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

Accelerating new product development (NPD) to gain a first-mover advantage is crucial in today's competitive business landscape. This paper aims to examine the effective power structure in NPD projects through the lens of two divergent theoretical perspectives: Information Processing Theory (IPT) and Resource Dependence Theory (RDT). While IPT suggests the benefit of a balanced decision-making power among various subunits, RDT advocates for a concentrated decision power for faster consensus and efficiency. Our research specifically investigates whether a balanced or imbalanced R&D/marketing power structure is more conducive to accelerating NPD time. This focus stems from the recognition that the interplay between R&D and marketing is critical in shaping NPD outcomes, though we acknowledge the broader context of multifunctional collaboration in NPD, including aspects like manufacturing. The paper tests two competing hypotheses: one advocating a balanced R&D/marketing power structure as per IPT, and the other supporting a dominant R&D/marketing power structure in line with RDT. We surveyed project leaders, R&D, and marketing personnel from 126 NPD projects across 87 Taiwanese firms. The empirical results significantly endorse the balanced R&D/marketing power structure hypothesis, suggesting that a harmonious collaboration between these two key subunits can expedite NPD processes. Our findings contribute to both academic research and managerial practice by offering nuanced insights into optimizing power structures within NPD teams, particularly highlighting the efficacy of a balanced R&D/marketing approach in the context of the prevalent theories.

平衡还是失衡,这是一个问题:研发/营销权力结构对新产品开发时间的影响
加快新产品开发(NPD)以获得先发优势,在当今竞争激烈的商业环境中至关重要。本文旨在通过两种不同的理论视角来研究 NPD 项目中的有效权力结构:信息处理理论(IPT)和资源依赖理论(RDT)。信息处理理论(IPT)认为各子单位之间的决策权应保持平衡,而资源依赖理论(RDT)则主张集中决策权,以加快达成共识和提高效率。我们的研究专门探讨了研发/营销权力结构的平衡或不平衡是否更有利于加快新产品开发的时间。我们之所以关注这个问题,是因为我们认识到,研发和市场营销之间的相互作用对形成新产品开发的结果至关重要,尽管我们也承认新产品开发中的多功能协作具有更广泛的背景,包括制造等方面。本文检验了两个相互竞争的假设:一个假设主张按照 IPT 建立平衡的研发/营销权力结构,另一个假设则支持按照 RDT 建立主导的研发/营销权力结构。我们对 87 家台湾企业的 126 个 NPD 项目的项目负责人、研发人员和营销人员进行了调查。实证结果大大证实了研发/营销权力结构平衡的假设,表明这两个关键子单位之间的和谐合作可以加快新产品开发进程。我们的研究结果为学术研究和管理实践做出了贡献,为优化 NPD 团队内部的权力结构提供了细致入微的见解,特别是强调了在流行理论背景下研发/营销平衡方法的有效性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
CiteScore
8.00
自引率
6.20%
发文量
29
审稿时长
>12 weeks
期刊介绍: The Journal of Engineering and Technology Management (JET-M) is an international scholarly refereed research journal which aims to promote the theory and practice of technology, innovation, and engineering management. The journal links engineering, science, and management disciplines. It addresses the issues involved in the planning, development, and implementation of technological capabilities to shape and accomplish the strategic and operational objectives of an organization. It covers not only R&D management, but also the entire spectrum of managerial concerns in technology-based organizations. This includes issues relating to new product development, human resource management, innovation process management, project management, technological fusion, marketing, technological forecasting and strategic planning. The journal provides an interface between technology and other corporate functions, such as R&D, marketing, manufacturing and administration. Its ultimate goal is to make a profound contribution to theory development, research and practice by serving as a leading forum for the publication of scholarly research on all aspects of technology, innovation, and engineering management.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信