The objective of this research is to characterize cross-functional integration initiatives in product development (PD) processes in an industry that employs Industry 4.0 technologies.
A case study was conducted in an automotive industry that is at the forefront of utilizing digital technologies. In-depth interviews were carried out with employees involved in PD processes. A quantitative analysis was performed to provide a triangulation with the qualitative data coding.
The case studied showed that the PD process can benefit from a high level of cross-functional integration supported by the implementation of digital technologies. Such a combination may address several impacts, such as optimized processes, increased competitiveness, increased productivity and agility, reduced time to market and the reach of a culture of innovation.
Limitations refer to the single case study, given that the organization studied is a large industry with mature production processes, having well-established procedures for conducting PD.
Managers must recognize the challenges of using advanced technology packages. Aware of this, senior management must consider that cross-functional integration presupposes strategies capable of creating a culture focused on the use of digital technologies, without losing sight of the importance of training the workforce to reach the best use of them.
The case study in focus reveals a complimentary concept regarding the set of integration factors from the cross-functional integration literature. Such concept is the development of skills and competencies that consists of a culture towards training and development of capabilities related to the interactions between people and digital technologies.
