Standard Article

Cross-Functional Team

Part 5. Product Innovation and Management

  1. C. Anthony Di Benedetto

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05041

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Di Benedetto, C. A. 2010. Cross-Functional Team. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. Temple University, Philadelphia, PA, USA

Publication History

  1. Published Online: 15 DEC 2010


New-product development is a team activity in most firms. Cross-functional teams, made up of representatives from many different functional areas, are responsible for new-product development since so many kinds of skills are required for new-product success. Inevitably, issues come up at the interfaces among the various functional areas, and how the firm handles team conflict is related to the team's ultimate innovative success. Furthermore, the interface issues are compounded if the team is global; an increasing number of firms are currently dealing with the difficulties in managing global teams.


  • cross-functional team;
  • marketing–R&D interface;
  • team management;
  • globally dispersed team;
  • managing conflict