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The Influence of Marketing in New Product Development

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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
Rights Information: Copyright 2012 Haisu Zhang
Date Available in INDIGO: 2012-12-10
Date Deposited: 2012-08

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