Full citation

Marsh, S.J., & Stock, G.N. (2003). Building Dynamic Capabilities in New Product Development Through Intertemporal Integration. Journal of Product Innovation Management, 20(2), 136-148.

Format: Peer-reviewed article

Type: Experience

Experience level of reader: Fundamental

Annotation: The authors present a conceptual model called Intertemporal Integration (ITI), which is the process of collecting, interpreting and internalizing technological and marketing knowledge from past NPD projects, and systematically incorporating that knowledge into future NPD projects.

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

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

Knowledge user level addressed by the literature: Organization

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

Primary Findings

Measures:

  • Table 2 (page 146) lists five categories of intertemporal integration activities, and three levels of NPD performance. Table 2 goes on to list sets of measures appropriate for each.
    Conceptual model creation based on literature review.
    Occurrence of finding within the model: Stage 3, Stage 4, Stage 5, Stage 6, Stage 7, Stage 8, Stage 9, Stage 2
  • Knowledge about the NPD process can be captured in a range of tools including: 1) Project audits; 2) Design databases in CAD systems; 3) Engineering notebooks; 4) Collections of tests and experimental results; 5) Market research and test market results.
    Conceptual model creation based on literature review.
    Occurrence of finding within the model: Stage 5, Stage 6, Stage 7

Models:

  • Best practices in NPD include: 1) Cross-functional development teams; 2) User input tools such as Quality Function Deployment; 3) Early Supplier Involvement; 4) Heavyweight product development teams, all help decrease time and increase effectiveness because they lead to more rapid and effective integration of capabilities within projects.
    Conceptual model creation based on literature review.
  • Best practices in NPD include: 1) Cross-functional development teams; 2) User input tools such as Quality Function Deployment; 3) Early Supplier Involvement; 4) Heavyweight product development teams, all help decrease time and increase effectiveness because they lead to more rapid and effective integration of capabilities within projects.
    Conceptual model creation based on literature review.

Method: Knowledge generated through past NPD projects should be captured, organized and transformed for application in future NPD projects. The organization and team experience can be codified as technological and marketing capabilities, and the product and process captures as platforms for future NPD projects.
Conceptual model creation based on literature review.
Occurrence of finding within the model: Stage 9

Secondary Findings

Barrier: Some findings suggest that the retention of knowledge leads to better NPD performance. However, retained knowledge has also been considered a barrier to NPD activities, especially when organizations rely too heavily on organizational memory, to the exclusion of external sources of knowledge. (Moorman & Miner [1997])
Occurrence of finding within the model: Stage 3, Stage 4, Stage 5, Stage 6

Method: Customer knowledge, customer access, and competitor knowledge are central to the marketing capabilities that must be drawn upon in the NPD process. These capabilities are built on a profound understanding of customer needs and factors that influence these needs. (Kohli & Jaworski [1990])
Occurrence of finding within the model: Stage 1, Stage 2