Part 5. Product Innovation and Management
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Di Benedetto, C. A. 2010. Cross-Functional Team. Wiley International Encyclopedia of Marketing. 5.
- 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