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Is co-location of new product development teams necessary?

Опубликовано на портале: 25-12-2003
Подтип: PhD
Тематические разделы: Менеджмент, Маркетинг

Cross-functional team members from manufacturing, research and development, and marketing were solicited to determine the effects of co-location and rich personal interaction on new product development team success. Survey data was collected from fifty-three co-located and forty-seven virtual new product development team members. A major significant finding emerged; both co-located and virtual teams can experience product development success if there is rich personal interaction, and rich personal interaction can substitute for co-location when physical proximity of team members is not possible. In addition, research findings found strong support for five antecedent variables as influencers of rich personal interaction. They include the skill set of the team, the use of a formal process for developing new products, human and financial support from management, the type of project the team pursues, and the integration of technology into the product development process. Therefore, the managerial implications drawn from this research speak to senior managers responsible for new product development teams more so than to the team members. It is up to these senior individuals to create an environment where rich personal interaction can flourish if product development success is expected.