Marketing Cross-Functional Relationship During Npd
Marketing Cross-functional Relationship during NPD and collaborative capability for marketing managers
Abstract
In the era of hi-tech and rapid information development, the success of the enterprises mainly depends on the continuous NPD. It is discovered by a lot of research that the collaboration between the marketing and other departments is critical to the success of new products. The marketing can have better promotion performance through effective collaboration with R&D and other departments.
Adopting deep interview for a special case, this study elaborates the cross-functional relationship (CFR) management based on research findings and related theories. The study suggests the structural, social and individual ways to improve the interdepartmental collaboration.
The main research conclusions are as follows.
a. Chang Xin Company pays much attention to teamwork and cooperation between marketing and other departments in the whole process of NPD. In the project discussion phase, the departments carry on the project planning and market survey together. The marketing deals with the inquiries at promotion and the after-sale service with the help of R&D, Investment Management and other departments.
b. The relationship between marketing and other departments can be build through sharing resources, work turnover, mutual understanding and common goals. Chang Xin still has something to do to build information communication platform such as network system, information transmission and tracking system in order to get high efficiency of information exchange.
c. In addition to building the enterprise culture to value cross-functional communication, the company had better set up mutual promotion and reward system to give impact on the career development views of the managers. At the same time, the responsibilities of each department should be clearly specified.
Contents
1 Introduction 7
1.1 Objective 7
1.2 Review of Chapters 8
1.3 Limitation of Study
Abstract
In the era of hi-tech and rapid information development, the success of the enterprises mainly depends on the continuous NPD. It is discovered by a lot of research that the collaboration between the marketing and other departments is critical to the success of new products. The marketing can have better promotion performance through effective collaboration with R&D and other departments.
Adopting deep interview for a special case, this study elaborates the cross-functional relationship (CFR) management based on research findings and related theories. The study suggests the structural, social and individual ways to improve the interdepartmental collaboration.
The main research conclusions are as follows.
a. Chang Xin Company pays much attention to teamwork and cooperation between marketing and other departments in the whole process of NPD. In the project discussion phase, the departments carry on the project planning and market survey together. The marketing deals with the inquiries at promotion and the after-sale service with the help of R&D, Investment Management and other departments.
b. The relationship between marketing and other departments can be build through sharing resources, work turnover, mutual understanding and common goals. Chang Xin still has something to do to build information communication platform such as network system, information transmission and tracking system in order to get high efficiency of information exchange.
c. In addition to building the enterprise culture to value cross-functional communication, the company had better set up mutual promotion and reward system to give impact on the career development views of the managers. At the same time, the responsibilities of each department should be clearly specified.
Contents
1 Introduction 7
1.1 Objective 7
1.2 Review of Chapters 8
1.3 Limitation of Study
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