CONFERENCE PROCEEDING ISBSS - BREFM 2015

Although numerous effective-integration mechanisms have contributed to new product development (NPD) performaces, barriers exist to matching technologies and market opportunities. Goal incongruity is a major barrier to cross-functional integration. Previous research has recognized the goal incongruity barrier, but the insufficient research does not provide a concrete integration mechanism to solve this significant problem. This study proposes a quantitative model that considers 3 functions including research and development, marketing and management as a global collaborative NPD team, and adpots a multidimensional perspective of an integration definition to encompass information sharing, effectibe decision making to accomplish common goals, and joint efforts to solve goal incongruity. We encompass 6 factors and 5 goals in building the quantitative model to ensure that cross-functional departments incurred a sufficient amount of goal incongruity. The model contributes to integrating corss-functional departments with a multidimensional perspective of integration and considers multifunction goal incongruity. The sensitivity-analysis example provides a set of quantitive and structured bases for effective decision-making in simulating different situations. This study adds to quantitive precision an sensitivity analysis to increase applicability and ease of use for effective NPD decision makin