INDIGO Home University of Illinois at Urbana-Champaign logo uic building uic pavilion uic student center

The Influence of Marketing in New Product Development

Show full item record

Bookmark or cite this item: http://hdl.handle.net/10027/9295

Files in this item

File Description Format
PDF Zhang_Haisu.pdf (8MB) (no description provided) PDF
Title: The Influence of Marketing in New Product Development
Author(s): Zhang, Haisu
Advisor(s): Malter, Alan J.
Contributor(s): Spanjol, Jelena; Wayne, Sandy J.; Karabatsos, George; Rindfleisch, Aric
Department / Program: Managerial Studies
Graduate Major: Business Administration
Degree Granting Institution: University of Illinois at Chicago
Degree: PhD, Doctor of Philosophy
Genre: Doctoral
Subject(s): Role of Marketing Market Information New Product Development Cross-Functional Team Influence Tactics Leadership
Abstract: This dissertation examines two aspects of influence of marketing in new product development (NPD) teams: marketing’s influence within the firm and influence tactics used by the team member who provides market information to the NPD team. A study of 159 NPD teams showed that decision influence of the marketing function and four influence tactics (rationality, upward appeal, coalition, and assertiveness) significantly affected the project leader’s acceptance of market information, which in turn significantly impacted team utilization of that information. These findings suggest that, beyond team integration, a team member who supplies market information can leverage the use of that information through the project leader’s compliance (i.e., source -> leader -> team). A second research objective is to examine the functional background of the NPD team member who provides market information. Findings indicated that, while all functions had similar concerns with customer information, the marketing and sales functions supplied more types of competitor information but fewer types of product-specification information than did other functions.
Issue Date: 2012-12-10
Genre: thesis
URI: http://hdl.handle.net/10027/9295
Rights Information: Copyright 2012 Haisu Zhang
Date Available in INDIGO: 2012-12-10
2014-06-11
Date Deposited: 2012-08
 

This item appears in the following Collection(s)

Show full item record

Statistics

Country Code Views
United States of America 122
China 57
United Kingdom 8
India 8
Ireland 4

Browse

My Account

Information

Access Key