Complementary Drivers of NPD Performance: Cross-Functional Coordination, Information System Capability, and Intelligence Quality

Production and Operations Management, Forthcoming

47 Pages Posted: 15 Aug 2011

See all articles by Anandhi Bharadwaj

Anandhi Bharadwaj

Emory University - Goizueta Business School

Sundar G. Bharadwaj

University of Georgia--Terry School of Business; University of Georgia - C. Herman and Mary Virginia Terry College of Business

Elliott Bendoly

Emory University - Goizueta Business School

Date Written: August 12, 2011

Abstract

Coordination efforts that access and align relevant cross-functional expertise are regarded as an essential element of innovation success. In recent years, these efforts have been further augmented through complementary investments in information systems, which provide the technological platforms for information sharing and coordination across functional and organizational boundaries. Somewhat overlooked has been the critical mediating role of the intelligence gained through these efforts and capabilities. This study draws on the theory of complementarity to elaborate on the nature of this mediating concept. Theoretical predictions of the model are tested using instrument variable (IV) regression analysis of data collected from a sample of publicly traded U.S. manufacturing firms. The findings suggest that the effects of both internal and external coordination on market intelligence and supply-chain intelligence are moderated by the firm’s IS capability. The effect of both types of intelligence quality on NPD performance was contingent, with the effects being enhanced (attenuated) when the market conditions were dynamic (stable). The results are robust to common method bias, endogeneity concerns and alternative estimation methods.

Keywords: Cross Functional Coordination, integration, information technology, marketing intelligence, new product

JEL Classification: C31, C51, L15, L22, L60, L86, M11, M31

Suggested Citation

Bharadwaj, Anandhi and Bharadwaj, Sundar G. and Bendoly, Elliott, Complementary Drivers of NPD Performance: Cross-Functional Coordination, Information System Capability, and Intelligence Quality (August 12, 2011). Production and Operations Management, Forthcoming, Available at SSRN: https://ssrn.com/abstract=1908952

Anandhi Bharadwaj (Contact Author)

Emory University - Goizueta Business School ( email )

1300 Clifton Road
Atlanta, GA 30322-2722
United States

Sundar G. Bharadwaj

University of Georgia--Terry School of Business ( email )

105 Brooks Hall
Athens, GA 30602
United States

University of Georgia - C. Herman and Mary Virginia Terry College of Business ( email )

Brooks Hall
Athens, GA 30602-6254
United States

Elliott Bendoly

Emory University - Goizueta Business School ( email )

1300 Clifton Road
Atlanta, GA 30322-2722
United States

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