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The Role of Trust in the Marketing and R&D Interface during the NPD Process: A General Framework

Conference Paper


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Abstract


  • A gap exists in our understanding of the role that "trust" plays within organisations that

    produce new products. Recent organisational research suggests that trust plays a more

    significant role in modern organisational structures than previously thought. Trust

    encourages efficient information sharing, it limits defensive behaviours, encourages

    citizenship behaviours, it leads to co-operation and teamwork, and encourages collaboration.

    The NPD literature has traditionally focused on "integration methods" which promote

    information sharing and interaction amongst participants. Trust has been viewed as a "by

    product" of these approaches. A framework is proposed which highlights the important role

    that management play in creating an environment conducive to the development of

    interpersonal and organisational trust. We argue that the traditional "integrating

    echanisms" used by management for bringin together functional specialists should be used

    with a greater focus on building high levels of trust throughout the organisation which

    ultimately leads to greater collaborative behaviour amongst participants.

Publication Date


  • 2004

Citation


  • Kyriazis, E. & Rowland, J. K. (2004). The Role of Trust in the Marketing and R&D Interface during the NPD Process: A General Framework. In J. S. Wiley (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 1-7). Wellington, New Zealand: Australian and New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3945&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2886

Start Page


  • 1

End Page


  • 7

Place Of Publication


  • Wellington, New Zealand

Abstract


  • A gap exists in our understanding of the role that "trust" plays within organisations that

    produce new products. Recent organisational research suggests that trust plays a more

    significant role in modern organisational structures than previously thought. Trust

    encourages efficient information sharing, it limits defensive behaviours, encourages

    citizenship behaviours, it leads to co-operation and teamwork, and encourages collaboration.

    The NPD literature has traditionally focused on "integration methods" which promote

    information sharing and interaction amongst participants. Trust has been viewed as a "by

    product" of these approaches. A framework is proposed which highlights the important role

    that management play in creating an environment conducive to the development of

    interpersonal and organisational trust. We argue that the traditional "integrating

    echanisms" used by management for bringin together functional specialists should be used

    with a greater focus on building high levels of trust throughout the organisation which

    ultimately leads to greater collaborative behaviour amongst participants.

Publication Date


  • 2004

Citation


  • Kyriazis, E. & Rowland, J. K. (2004). The Role of Trust in the Marketing and R&D Interface during the NPD Process: A General Framework. In J. S. Wiley (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 1-7). Wellington, New Zealand: Australian and New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3945&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2886

Start Page


  • 1

End Page


  • 7

Place Of Publication


  • Wellington, New Zealand