Open Access. Powered by Scholars. Published by Universities.®
Social and Behavioral Sciences Commons™
Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 3 of 3
Full-Text Articles in Social and Behavioral Sciences
The Effects Of Structure, Communication And Trust Between Marketing And R&D During New Product Development, Elias Kyriazis, Graham Massey
The Effects Of Structure, Communication And Trust Between Marketing And R&D During New Product Development, Elias Kyriazis, Graham Massey
Elias Kyriazis
The ability to effectively manage cross-functional working relationships (CFRs) during innovation is a key success factor in developing successful new products. However, empirical evidence suggests that CFRs during new product development are often problematic, resulting in extremely poor relations between managers, and the development of unsuccessful new products. This paper adds to our existing knowledge on the Marketing/R&D CFR by examining the effects of structural factors, communication behaviours, and interpersonal trust on the dependent variable perceived relationship effectiveness. Our findings reveal that trust has potent positive, direct effects on this CFR. Further, bidirectional communication and quality of communication also have …
The Effectiveness Of The R&D / Marketing Working Relationship During Npd Projects, Elias Kyriazis
The Effectiveness Of The R&D / Marketing Working Relationship During Npd Projects, Elias Kyriazis
Elias Kyriazis
The complex nature of new product development (NPD) activities within firms often requires high levels of integration between the Marketing function and the Research and Development (R&D) function. The nature of this cross-functional relationship has received considerable research attention with an emphasis on achieving successful departmental integration during NPD projects. This study examines the nature of cross-functional relationships (CFRs) from a micro-management perspective. That is from the perspective of the R&D Manager and the Marketing Manager, continues previous conceptual development by (Anon) that suggested that this working relationship is more complex than previously conceptualised by NPD researchers. By using data …
Predicting Online Consumer Information Needs Using Heuristics, Robert G. Grant, Rodney J. Clarke, Elias Kyriazis
Predicting Online Consumer Information Needs Using Heuristics, Robert G. Grant, Rodney J. Clarke, Elias Kyriazis
Elias Kyriazis
This paper proposes a new approach to online behaviour modelling based on heuristic patterns of behaviour. Such patterns of behaviour reflect the consumer’s needs and limited information processing capabilities enabling more effective serving of information relevant to the consumer’s needs in real time. Using website interactivity or data exchange with consumers through a purchase process offers previously untapped opportunities for value cocreation. The paper concludes with an outline of the requisite research to implement a realtime, needs-based information serving system and the theoretical advances that are likely to be gained from such research.