Tóm tắt
Examines the nature of cross‐functional integration in the
introduction of new products in a large industrial distributor. Using
the paradigm of action science to effect a detailed case analysis, the
investigation suggests that the approach to cross‐functional integration
followed by researchers of new product development may not be the most
useful way of conceptualizing and researching in a services setting.
Specifically, the extent to which shared information, decision‐making
agreement and decision‐making authority agreement are indicative of
integration is questionable – particularly if investigated using
survey research.
