Integration Practices for the Technological Innovation of Products: Case Studies at Two Large Technological Companies

Daniel Jugend; Sérgio Luis da Silva; Luís Fernando Magnanini Almeida; José Alcides Gobbo Junior

doi:10.4067/S0718-27242013000300058

Authors

Daniel Jugend Department of Production Engineering - Universidade Estadual Paulista -UNESP.
Sérgio Luis da Silva Department of Information Sciences - Federal University of Sao Carlos (UFSCar).
Luís Fernando Magnanini Almeida Department of Production Engineering - Federal University of Sao Carlos (UFSCar)
José Alcides Gobbo Junior Department of Production Engineering - Universidade Estadual Paulista - UNESP

DOI:

https://doi.org/10.4067/S0718-27242013000300058

Keywords:

technological innovation of products, integration, technology-based companies.

Abstract

Studies on innovation and technology management have emphasized the importance of integration between the research and development (R&D) department and others involved with the product development process (PDP) as a relevant practice for the good performance of technological innovation of product activities. This study addresses the topic of transfers of technologies to new product projects and also integration practices between the R&D department and others involved with the PDP. A qualitative study was conducted that was operationalized through two case studies at large high-tech companies: One is Brazilian and the other is a multinational subsidiary in Brazil. Among its main result, this paper represents and analyzes management practices that are favorable to integration in product development projects that demand development and transfer of technologies, such as: participation of R&D personnel in market activities, the adoption of virtual interaction mechanisms, and the application of methods such as technology roadmaps.

Downloads

Download data is not yet available.

References

ALLEN , T. (1977). Managing the flow of technology. Boston: MIT Press

BARCZAK, G., Griffin, A., Kahn, K.K. (2009). Perspective: trends and drivers in NPD practices. Journal of Product Innovation Management. 26 (1),. 3-23.

BOND, E. U., Houston, M.B. (2003). Barriers to matching new technologies and market opportunities in established firms, The Journal of Product Innovation Management, 20 (2), 120-135.

BRETTEL, M., Heinemann, F., Engelen, A., Neubauer, S. (2011). Cross-functional integration of R&D, Marketing and Manufacturing in radical and incremental product innovations and its effects on project effectiveness and efficiency. The Journal of Product Innovation Management, 28 (2), 251-269.

BRYMAN, A. (2006). Integrating quantitative and qualitative research: how is it done? Qualitative Research, 6 (1), 97 - 113.

BURGELMAN, R. A., Mandique, M.A, Wheelwright, S.C. (2001). Strategic Management of Technology and Innovation. 3ª ed. Singapure: McGraw-Hill Book.

BUSS, C. O. Cooperação interfuncional no desenvolvimento de novos produtos: a interface marketing-engenharia. Porto Alegre. 188p. Dissertação (Mestrado em Administração) - Universidade Federal do Rio Grande do Sul, 2002.

CALANTONE, R., Rubera, G. (2012). When should RD&E and marketing collaborate? the moderating role of exploration–exploitation and environmental uncertainty, Journal of Product Innovation Management, 29 (1), 144-157.

CERRA, A. L., Maia, J. L., Alves Filho, A.G. (2010). Estratégias Tecnológicas de montadoras dos setores automobilístico e de linha branca uma análise comparativa por meio de estudos de caso. Revista de Administração, 45 (3), 271-284.

CREVELING, C. M., Slutsky, J.L., Antis, D. (2003). Design for six sigma: in technology & product development. New Jersey: Pretince Hall.

DREJER, A. (2002). Integrating product and technology development. International Journal Technology Management, 24, (2/3), 124-142.

EVANS, G., Gausselin, P. (2005). Technology management. In: Kahn, K. B. (ed.) The PDMA Handbook of new product development. 2ºed, New Jersey: John Wiley & Sons, 319-334.

EPPRINGER, S. D., CHITKARA, A.R. (2009). The practice of global product development. MIT Sloan Management Review, 21, 1-11.

FARJOUM, M. (2010) Beyond dualism: stability and change as a duality, Academy of Management Review, 35 (2), 202-225.

GOPALAKRISHNAN, S., Santoro, M.D. (2004). Distinguishing Between Knowledge Transfer and Technology Transfer Activities: The Role of Key Organizational Factors, IEEE transactions on Engineering Management, 51 (1), 57-69.

GREEN, S. G.,Welsh, M.A., Dehler, G.E. (1996). Transferring technology into R&D: a comparison of acquired and in-house product development projects, Journal of Engineering and Technology Management, 13( 2), 125-144.

GRIFFIN, A., Hauser, J. R. (1996). Integrating R&D and marketing: a review and analysis of the literature. Journal of Product Innovation Management. 13 (3), 191-215.

IANSITI, M. (1998). Technology integration: making critical choices in a dynamic world. Boston: HBS Press..

JOHANSSON, G., Magnusson, T., Säfsten, K., Lakemond, N. (2006). Case studies on the application industrial innovation process. In: Second European Conference on Management of Technology, Euromot, Birmingham, United Kingdom.

JUGEND, D., Silva, S. L. (2012). Integration in new product development: case study in a large Brazilian high-technology company, Journal of Technology Management & Innovation, 7(1), pp. 52-63.

JUGEND, D., Silva, S. L. (2010). Práticas de gestão que influenciam o sucesso de novos produtos em empresas de base tecnológica, Revista Produção, 20 (3), 335-346.

LEENDERS, M. A. A. M., Wierenga, B. (2002). The effectiveness of different mechanisms for integrating marketing and R&D’, The Journal of Product Innovation Management, 19 (2), 305-317.

LOVE, J. H., Roper, S. (2009). Organization innovation: complementarities between cross-functional teams. Technovation, 29(3), 192 -203.

MAGNUSSON, T., Johansson, G. (2008). Managing internal technology transfer in complex product development, European Journal of Innovation Management, 11 (3),.349-365.

MALTZ, E., Souder, W.E., Kumar, A.A. (2001). Influencing R&D/marketing integration and the use of market information by R&D managers intended and unintended effects of managerial actions. Journal of Business Research, 52, (1), 69-82.

NOBELIUS, D. (2004). Linking product development to applied research: transfer experiences from an automotive company. Technovation, 24 (4), 2004.

OLIVEIRA, M. G., Freitas, J.S., Fleury, A. L., Rozenfeld, H., Phaal, R., Probert, D., Cheng, L. C. (2012). Roadmapping: uma abordagem estratégica para o gerenciamento da inovação em produtos, serviços e tecnologias, Rio de Janeiro: Elsevier, 2012.

OLSON, E. M., Orville, C.W., Ruekert, R.W., Bonner, J.B. (2001). Patterns of cooperation during new product development among marketing, operations and R&D: implications for project performance. Journal of Product Innovation Management, 18 (4), 258-271.

PARK, M. H., Lim, J. W., Birnbaum-More, P. H. (2009). The effect of multiknowledge individuals on performance in cross-functional new product development teams. The Journal of Product Innovation Management, 26(1), 89 -96.

PHAAL, R., Clare, J. P., Probert, D.R. (2004). A framework for supporting the management of technological knowledge, International Journal of Technology Management, 27 (1), 1-15.

PRIEST, J. W., Sanchez, J. M. (2001). Product development and design for manufacturing: a collaborative approach to producibility and reliability. New York, NY: Marcel Dekker, Inc.

SHULZ, A. P., Clausing, D., Fricke, E., Negele, H. (2000). Development and integration of winning technologies as key to competitive advantage. Systems Engineering, 3 (4), 180- 211.

SONG, L. Z., Song, M. (2010). The role of information technologies in enhancing R&D-Marketing integration: an empirical investigation, Journal of Product Innovation Management, 27(3), 382-401.

SONG, X. M., Xie, J., Dyer, B. (2000). Antecedents and consequences of marketing manager´s conflict handling behaviors, Journal of Marketing, 64 (1), 50-66.

SOUDER, W. E., Buisson, D., Garret, T. (1997). Success through customer-driven new product development: a comparison of US and New Zealand small entrepreneurial high technology firms. Journal of Product Innovation Management, 14 (6), 459-472.

WHITNEY, D. E. (2007) Assemble a technology development tollkit. Research Technology Management, 50 (5),. 52-58.

YIN, R. K. (2005). Estudo de caso: planejamentos e métodos. 3ª ed., Porto Alegre: Bookman.