The effects of the fuzzy front end and cross-functional interfaces in the NPD process

Lingjia Li, Jing Dai, Bin Guo, Yongyi Shou

Research output: Journal PublicationArticlepeer-review

1 Citation (Scopus)

Abstract

Purpose: As the start of a new product development (NPD) process, the front fuzzy end (FFE) is believed to determine new product performance to a large extent. However, its effects on new product performance, particularly in terms of quality and cost, lack empirical evidence in the extant literature. Moreover, the joint performance effects of the FFE and cross-functional interfaces in later NPD stages (i.e. product development and product launch) are largely overlooked and deserve further investigation. Therefore, this study aims to explore the direct effects of the FFE and later stages’ joint moderating effects on new product performance (i.e. quality and cost) from a holistic process view. Design/methodology/approach: A conceptual model is proposed to hypothesize the FFE–new product performance relationships and the joint performance effects of cross-functional interface management. A sample of 196 firms from an international survey is used and hierarchical linear regression is employed to test the proposed hypotheses. Findings: This study finds that FFE implementation contributes to both new product quality and cost performance. Moreover, interface management in multiple NPD stages has synergistic performance effects. Specifically, the FFE, customer involvement in product development and manufacturing flexibility in product launch jointly improve new product quality performance, while the FFE, supplier involvement in product development and manufacturing flexibility in product launch jointly improve new product cost performance. Originality/value: This study extends the NPD literature by deepening the understanding of the key roles of the FFE on new product performance and evidencing the synergistic effects of cross-functional interfaces in multiple NPD stages. Further, this study also highlights the differential joint moderating effects of interface management in later NPD stages on new product quality and cost performance. This study also offers insightful implications to NPD managers.

Original languageEnglish
Pages (from-to)1736-1767
Number of pages32
JournalIndustrial Management and Data Systems
Volume123
Issue number6
DOIs
Publication statusPublished - 29 May 2023

Keywords

  • Cross-functional interface
  • Fuzzy front end
  • Joint moderating effect
  • New product development
  • New product quality
  • New product cost

ASJC Scopus subject areas

  • Management Information Systems
  • Industrial relations
  • Computer Science Applications
  • Strategy and Management
  • Industrial and Manufacturing Engineering

Fingerprint

Dive into the research topics of 'The effects of the fuzzy front end and cross-functional interfaces in the NPD process'. Together they form a unique fingerprint.

Cite this