Effects of coexistence of marketing and operations on product innovation performance

Q3 Engineering

Gestao e Producao Pub Date : 2020-01-01 DOI:10.1590/0104-530x4039-20

Jandir Balensiefer Vicenzi, Verner Luis Antoni, C. Damacena, Carlos Henrique Riss, Thayane Woellner Sviercoski Manosso

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引用次数: 1

Abstract

Abstract: The present study aimed at investigating the impact of the coexistence of marketing and operations on product innovation performance in the flexible plastic packaging industry in Brazil. To this end, the study was conducted in two stages: one, exploratory and qualitative, and the other, descriptive and quantitative. In the first stage, a construct was chosen and validated to identify the effect of integrating the functions of innovation and develop an instrument for data collection. In the second stage, we defined the research population, collected data, and performed statistical analysis of the results. To measure the relationship of marketing and operations, we used a theoretical construct which investigates the level of integration in the four phases of the new product development process and innovation performance, considering both financial and non-financial dimensions. Data were collected through a structured questionnaire and statistically analyzed through linear regression and correlations between variables. The results showed that the integration of these areas has a positive and significant impact on the success of innovation, indicating that information-sharing in the initial and final stages of the product innovation process is a driver for achieving better performance. One of the main findings of this study is that, in isolation, the field of marketing does not perceive the impact of the integration of functions on innovation.

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营销与运营共存对产品创新绩效的影响

摘要:本研究旨在调查巴西软塑料包装行业营销和运营共存对产品创新绩效的影响。为此，本研究分两个阶段进行:一是探索性和定性研究，二是描述性和定量研究。在第一阶段，选择并验证了一个结构，以确定整合创新功能的效果，并开发了一个数据收集工具。在第二阶段，我们定义研究人群，收集数据，并对结果进行统计分析。为了衡量营销和运营的关系，我们使用了一个理论结构来研究新产品开发过程中四个阶段的整合水平和创新绩效，同时考虑了财务和非财务维度。数据通过结构化问卷收集，并通过线性回归和变量间的相关性进行统计分析。结果表明，这些领域的整合对产品创新的成功具有显著的正向影响，表明在产品创新过程的初始和最终阶段的信息共享是实现更好绩效的驱动因素。本研究的主要发现之一是，孤立地，营销领域并没有感知到功能整合对创新的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Gestao e Producao Engineering-Industrial and Manufacturing Engineering

CiteScore

1.60

自引率

0.00%

发文量

审稿时长

44 weeks

期刊介绍： Gestão & Produção is a journal published four times a year year (March, June, September and December) by the Departamento de Engenharia de Produção (DEP) of Universidade Federal de São Carlos (UFSCar). The first issue of Gestão & Produção was published in April, 1994. Actually, G&P was result of experience of professors of DEP/UFSCar in editing, in the beginning, "Cadernos DEP" in the 1980s, followed by "Cadernos de Engenharia de Produção". The last three issues of "Cadernos de Engenharia de Produção" were a test previous to the launch of Gestão & Produção because most of the journal characteristics were already established, like regularity.