The causal ordering of key cross-functional relationship dimensions: a replication study using the marketing/R&D relationship

How do working relationships between functional managers develop, and how are they

maintained? Does interpersonal trust drive communication, or is communication the building

block of interpersonal trust? Massey and Dawes (2002) examined the causal ordering of three

key behavioural constructs--communication behaviours, interpersonal trust, and

interpersonal conflict in cross-functional relationships between Marketing Managers and Sales

Managers. By using three competing models they found evidence that CFRs are built on a

foundation of effective communication, specifically, bidirectional communication.

This current

paper is a replication of their study in the context of the Marketing/R&D relationship during

184 Australian new product development projects. It contributes to the literature, by

corroborating the causal ordering suggested by Massey and Dawes (2002). These findings

have significant implications for the selection of strategies by senior management to better

integrate the Marketing and R&D functions.