Does Innovativeness Moderate the Relationship between Cross-Functional Integration and Product Performance?

The authors examine the moderating effect of product innovativeness on cross-functional integration in Japanese and U.S. firms and test the contingency model with data from 788 Japanese and 612 U.S. new products. The results show that national culture affects integration patterns. Product innovative...

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Bibliographic Details
Published inJournal of international marketing (East Lansing, Mich.) Vol. 8; no. 4; pp. 61 - 89
Main Authors Song, Michael, Xie, Jinhong
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.12.2000
SAGE PUBLICATIONS, INC
Subjects
Business innovation
Cooperation
Innovations
Integration tables
Japanese culture
Manufacturing
Manufacturing processes
Market analysis
Marketing
Marketing management
Political integration
Product development
Product differentiation
Product innovation
Product introduction
Product performance
R&D
Research & development
Statistical analysis
Studies
Success
Technological innovation
United States > US
Japan
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Summary:The authors examine the moderating effect of product innovativeness on cross-functional integration in Japanese and U.S. firms and test the contingency model with data from 788 Japanese and 612 U.S. new products. The results show that national culture affects integration patterns. Product innovativeness significantly moderates the integration-performance relationship in Japanese firms but not in U.S. firms. When developing highly innovative products, Japanese firms should increase the level of cross-functional integration in conducting technical activities (compared with marginally innovative products) but decrease the level of integration in conducting market analysis and launching activities. In U.S. firms, however, cross-functional integration has a similar effect for more and less innovative products. This may suggest the high cost of implementing a differentiated integration pattern in a strongly individualistic culture.
ISSN:1069-031X
1547-7215
DOI:10.1509/jimk.8.4.61.19796