In search of optimal management of the purchasing-marketing interface for new product development

Abstract

[EN] Growing dependence on suppliers for production and innovation, together with increasing consumer demands, has prompted recent discussions of the importance of purchasing–marketing functional integration. However, empirical studies are needed to understand how to manage this interface within a new product development (NPD) context. This study, grounded in information processing theory, proposes a new model to classify integrating mechanisms as either information-sharing forums or optimizers. This model further postulates the greater capacity of optimizer mechanisms for improving NPD commercial and financial performance, as well as speed. The empirical results, obtained from a sample of 141 firms, show that forums only improve NPD speed, whereas optimizer mechanisms evoke better commercial and financial performance. This study therefore highlights the potential of different integrating mechanisms and contributes to the on-going debate about the very concept of functional integration itself.