Zhongqi Jin. (2001). The nature of NPD and the role flexibility of R&D/marketing in a fast growing high-tech setting. R&D Management, 31(3), 275-285.

Format: Peer-reviewed article

Type: Research — Non-experimental

Experience level of reader: Fundamental

Annotation: Three aspects of product newness: 1) New to market; 2) New to company; 3) New to technology, each influence the relative role flexibility of the R&D group and the Marketing group in an organization.

Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)

Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers

Knowledge user level addressed by the literature: Organization

This article uses the Commercial Devices and Services version of the NtK Model

Barrier: Product newness to company decreases role flexibility for R&D group.
Correlation analyses based on Survey n=171 and Follow-up interviews n-68 with organizational managers of various groups, shows that products new to company decrease R&D Groups role in both R&D and marketing, although the reduction happens slowly and over an extended period of time.
Occurrence of finding within the model: Step 4.2

Carrier: Product newness to market increases role flexibility for Marketing group.
Correlation analyses based on Survey n=171 and Follow-up interviews n-68 with organizational managers of various groups, shows that products new to market increases Marketing Groups role in both marketing and R&D, and the role happens quickly in a short time frame.
Occurrence of finding within the model: Step 4.2

• Considerable body of evidence that a good interface between R&D and Marketing is critical for success in NPD. (Griffin & Hauser [1996])
  Occurrence of finding within the model: Stage 4

• If a product is new to the market, it is important to know the target market's requirements of the product, and to translate those requirements into appropriate product specifications. (Cooper et al [1998])

• Different types of NPD approaches can be drawn from various best practices found in the literature. (Jin et al [1997])

• Personnel in different departments develop different orientations toward time. (Lawrence & Lorsch [1967])
  Occurrence of finding within the model: Stage 4