Nuria García Rodríguez

Interfunctional trust as a determining factor of a new product performance

Purpose – The purpose of the present study is to analyze the role the existing trust between marketing and R&D plays on a new product development performance. As trust determining factors four key variables of relationship marketing have been considered: satisfaction, cooperation, communication and conflict.Design/methodology/approach – The R&D directors of 178 Spanish innovative firms were surveyed. A sample of 345 products (177 successes and 168 failures) were obtained. To estimate the model proposed a structural equation analysis was used.Findings – The success of an innovation is especially favored by the existence of affective bonds among the participants. In this respect, the existing trust between marketing and R&D, directly, and the satisfaction of the areas with the relationship, indirectly through the former, are essential determinants of a new product performance.Originality/value – The novelty of the research lies in the use of relationship marketing approach to investigate intra‐functional re...

Interfunctional climate and a new product performance: dependence as a moderator

Purpose – This study aims to examine the marketing/R&D relationship under different relative dependence situations. Specifically, its basic objective is to analyse if the effect that the climate between these departments exerts on new product development performance is moderated by the dependence perceived by these areas.Design/methodology/approach – The interfunctional climate was measured through six key variables of relationship marketing: cooperation, communication, trust, commitment, social satisfaction and conflict. To do this, the R&D directors of 178 Spanish innovative firms were surveyed. A sample of 345 products (177 successes and 168 failures) was been obtained.Findings – The results derived from a multisample analysis allow the conclusion that in those situations of high dependence the creation of a satisfactory climate is specially important for the development of affective bonds, such as trust and commitment among the functional areas.Originality/value – The novelty of the research lies in t...

Dependence as a Moderator in the Relationship Between Franchisors and Franchisees

Abstract This study examines the franchisor-franchisee relationship under different distribution channel dependence structures. Specifically, its basic objective is to analyse if the effect that the variables communication, perceived cooperation and conflict exert on the franchisees satisfaction (social and economic) is moderated by the degree of existent dependence between the partners. The results obtained from the realisation of a series of detailed interviews held in franchise relationships permit us to conclude that such a moderating effect is especially important in the case of economic satisfaction.

La interactividad en cuestionarios autoadministrados. Influencia en la experiencia del encuestado

Resumen El desarrollo tecnologico ha propiciado nuevos medios para la realizacion de investigaciones de mercado mediante encuestas. Estos nuevos medios dan lugar a diferentes niveles de interactividad del encuestado con el contenido de los cuestionarios. Un aspecto de gran interes es el cambio del procesamiento de la informacion y de la experiencia del encuestado ante esos distintos niveles de interactividad. Este trabajo analiza la reaccion de los encuestados frente a encuestas autoadministradas con diferencias en los niveles de interactividad del cuestionario. Concretamente, se observa el efecto de esos niveles de interactividad sobre la actitud del encuestado hacia el cuestionario, sobre el estado de flujo que experimenta y sobre el procesamiento de la informacion que lleva a cabo durante su respuesta.