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
Date Written: August 12, 2011
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: Suggested Citation