Organizational issues for integration of high-technology in new product development: Framework proposal and case studies in Brazilian companies

Abstract

Transference of new technological solutions requires integration between different functions and specialists involved in new product development (NPD). This paper examines management practices for integration between research and development (R&D) with others involved in NPD and proposes a framework based on organizational variables. An organizational framework (ONPD) is constructed based on an analysis of the literature and evidence of case studies in Brazilian high-tech companies. It was observed that apart from the traditional use of cross-functional teams, these companies adopted integration practices including the use of employees from marketing with experience previously gained from R&D, knowledge of the technology roadmap, and the project office structure. According to the interviewee perceptions, these initiatives may generate positive impacts on functional and organizational performance.