Cross-Functional Product Development Teams, Creativity, and the Innovativeness of New Consumer Products

Multiple studies have found that the primary determinant of new product failure is an absence of innovativeness-the extent to which a new product provides meaningfully unique benefits. Given the persistence of this finding and the growing use of cross-functional teams in new product development proj...

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Veröffentlicht in:	Journal of marketing research 2001-02, Vol.38 (1), p.73-85
Hauptverfasser:	Sethi, Rajesh, Smith, Daniel C., Park, C. Whan
Format:	Artikel
Sprache:	eng
Schlagworte:	Business innovation Creativity Encouragement Functional diversity Identity Influence Innovation management Innovations Marketing Product development Product innovation Project management Regression analysis Social psychology Stereotypes Studies Success Teams Technological innovation
Online-Zugang:	Volltext
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