Cross‐functional Integration in the New Product Introduction Process: An Application of Action Science in Services Available to Purchase

Examines the nature of cross‐functional integration in the introduction of new products in a large industrial distributor. Using the paradigm of action science to effect a detailed case analysis, the investigation suggests that the approach to cross‐functional integration followed by researchers of new product development may not be the most useful way of conceptualizing and researching in a services setting. Specifically, the extent to which shared information, decision‐making agreement and decision‐making authority agreement are indicative of integration is questionable – particularly if investigated using survey research.