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National Culture R&D and Marketing Integration Mechanisms in New Product Development: A Cross-Cultural Study Between Singapore and New Zealand

Buisson, David, Garrett, Tony, & Yap, Chee (2006) National Culture R&D and Marketing Integration Mechanisms in New Product Development: A Cross-Cultural Study Between Singapore and New Zealand. Industrial Marketing Management, 35(3), pp. 293-307.

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Abstract

The integration of R&D and marketing in new product development (NPD) is an important contributor to NPD performance. Of the mechanisms developed to aid functional integration, many have been developed in western cultural environments and may not have applicability in other national cultural settings. Using a sample of NPD workgroup personnel in New Zealand (NZ), the western cultural environment, and Singapore, quantitative and qualitative data have been used to measure national culture and determine the applicability of different organization integration mechanisms. Results show key differences between the two samples, indicating a link between formalization, centralization, role flexibility and interfunctional climate mechanisms with the Hofstede dimensions of Power Distance, Masculinity and Uncertainty Avoidance of national culture. Managerial implications are that national cultural values and settings of the respondents are important when determining best integration mechanisms.

Impact and interest:

22 citations in Scopus
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13 citations in Web of Science®

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ID Code: 22908
Item Type: Journal Article
Keywords: Cross-Cultural, Marketing, Integration, NPD
DOI: 10.1016/j.indmarman.2005.09.007
ISSN: 0019-8501
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Innovation and Technology Management (150307)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Past > QUT Faculties & Divisions > Faculty of Built Environment and Engineering
Deposited On: 17 Jun 2009 23:29
Last Modified: 29 Feb 2012 23:21

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