Business Commons^™

Cross-Functional Integration And New Product Performance: An Empirical Analysis And Findings, Lisa C. Troy, Tanawat Hirunyawipada, Audhesh K. Paswan

Management and Marketing Faculty Publications

Although cross-functional integration is often considered an important element in a successful new product development program, a great deal of variance exists in extant literature regarding how integration is defined and implemented and how relevant studies are conducted.

The authors attempt to bring clarity to a diverse set of 25 studies that investigate cross-functional integration by empirically analyzing 146 correlations between integration and aspects of new product success. The authors examine the impact of 12 potential moderators that affect the integration–success link using meta-analysis techniques.

The findings indicate that though cross-functional integration may indeed have a direct impact on success, …