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.