The Impact Of Communication Behaviours On New Product Development Speed And Organisational Learning

Topics:
Product Development and Design
Tags:
Marketing,
New Product Development,
New Product Development Speed,
Product Marketing,
University Of Sydney
Source:
University of Sydney

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Overview: The purpose of this paper is to understand how communication behaviours influence new product development (NPD) speed and organisational learning. Through the use of structural equation modelling, this research tests a model examining the effects of communication behaviours (i.e. communication quality, bi-directional communication, and communication frequency) on NPD speed and organizational learning, and also the effect of organisational learning on NPD speed. The results indicate that communication behaviours had no direct effect on NPD speed; however, each communication behaviour had a significant positive effect on organizational learning, particularly communication quality. Moreover, the results indicate a strong direct relationship between organisational learning and NPD speed. These findings suggest that to increase NPD speed, importance needs to be placed on improving organisational learning within the firm.

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Format: PDF | Size: 141KB | Date: Mar 2007 | Pages: 21

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