Cross-functional dynamics in new product development

Managing human interactions and the transfer of technology and ideas among individuals and functional groups can be the most challenging aspect of new product development. Interaction, information sharing and cross-fertilizat ion of ideas among people from R&D, production , marketing, and other funct ional groups is essential. However, problems arise when people with dissimi lar orientations, experiences and interests are called upon to interact, ma ke decisions, and participate in a co-creative endeavor like new product de velopment. A closer examination of the human interaction processes that cha racterize new product development shows that effective leadership as well a s followership, equitable distribution of power and a concern for building collaboration among participants can make human interactions more productiv e, facilitating the progress of ideas across the organisation.