The effectiveness of communication between marketing managers and sales managers during NPD projects

Australian and New Zealand Marketing Academy
Publication Type:
Conference Proceeding
Proceedings of ANZMAC 2012, 2012, pp. 1 - 7
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This paper examines the effectiveness of communication between Marketing Managers and Sales Managers during NPD projects, under conditions of interdependence and psychological distance. The results suggest that different types of communication have differential effects, and that some managers communication strategies may be suboptimal during NPD projects. Moreover, managerial communication during NPD is often at odds with the normative view in the literature, that greater communication is necessary during NPD because such projects are intra-firm information processing sub-systems, aimed at reducing uncertainty, and enhancing project effectiveness.
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