Relationships among functional units and new product performance: The moderating effect of technological turbulence

Though there has been plenty of research into new product success factors, only a few studies have tried to analyse whether these factors are important in different settings. In this study, we propose and test a model that links physical proximity among functional units, presence of product champions, cross-functional harmony, and new product program performance. The moderating effects of perceived technological turbulence on relationships between new product performance and its antecedents are also tested. Our results, obtained from 151 managers working for Spanish firms with a R&D department, confirm the different impact of these factors on the three measures of performance considered and also on two groups of organizations, the ones that perceive high technological turbulence and the ones that perceive low technological turbulence.