... collection approach, this study tested the proposed theoretical model by applying multiple regression with SPSS Process Macro. Findings Customer orientation positively influences cross-functional integration (CFI), which in turn facilitates SINP; a firm’s new product introduction (NPI) strategy moderates...

... corroborate studies dealing with the impact of various formal and informal integration factors on the cross-functional integration level as a construct. Furthermore, this paper concludes that the level of cross-functional can be defined as: the intensity of the relationship among internal functions which can...

... functions that are involved in key customer relationships, the more useful the knowledge that will be generated (Enz, 2009). Customer relations Buyer‐seller relationships Competitive advantage Cross‐functional integration An executive summary for managers and executive readers can be found...