Crafting an environment to foster integration in new product teams

Subin Im, Cheryl Nakata

Research output: Contribution to journalArticlepeer-review

27 Citations (Scopus)


The integration of functionally diverse members in new product teams is a long-standing managerial challenge. This study addresses two questions to help meet this challenge: 1) how can the environment around teams be crafted to foster integration, and 2) does integration help teams to create superior or more advantageous new products? Based on a survey of 206 cross-functional new product teams, we learned that certain environmental factors (market-oriented reward system, planning process formalization, managerial encouragement to take risks, and managerial involvement in new product projects) facilitate integration in teams, which, in turn, leads to the creation of superior or more advantageous new products.

Original languageEnglish
Pages (from-to)164-172
Number of pages9
JournalInternational Journal of Research in Marketing
Issue number3
Publication statusPublished - 2008 Sept

All Science Journal Classification (ASJC) codes

  • Marketing


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