Interacting and Learning through Cross-Functional Product Development Teams: Driving New Product Creativity, Design Value, and Product Advantage: An Abstract

Success in new product development (NPD) is elusive. Going to the market with radically differentiated, superior quality products that capture the desires of many consumers is the goal of most companies, yet it is achieved by few. Despite the plethora of research that has considered the “radicalness” and product quality that result from cross-functional NPD interactions, and a lesser set that has considered the role of creativity in driving these outcomes, there has been a lack of research on how cross-functional NPD efforts drive both creativity and the emerging concept of design value to lead to desired product outcomes. This research explores these phenomena and tests our model using 401 responses collected from three countries: the United States, South Korea, and Japan.