Effects of coexistence of marketing and operations on product innovation performance

The present study aimed at investigating the impact of the coexistence of marketing and operations on product innovation performance in the flexible plastic packaging industry in Brazil. To this end, the study was conducted in two stages: one, exploratory and qualitative, and the other, descriptive and quantitative. In the first stage, a construct was chosen and validated to identify the effect of integrating the functions of innovation and develop an instrument for data collection. In the second stage, we defined the research population, collected data, and performed statistical analysis of the results. To measure the relationship of marketing and operations, we used a theoretical construct which investigates the level of integration in the four phases of the new product development process and innovation performance, considering both financial and non-financial dimensions. Data were collected through a structured questionnaire and statistically analyzed through linear regression and correlations between variables. The results showed that the integration of these areas has a positive and significant impact on the success of innovation, indicating that information-sharing in the initial and final stages of the product innovation process is a driver for achieving better performance. One of the main findings of this study is that, in isolation, the field of marketing does not perceive the impact of the integration of functions on innovation.