Implementing best practices to support creativity in NPD cross-functional teams

Raluca Bunduchi

Research output: Contribution to journalArticlepeer-review

19 Citations (Scopus)


The use of cross-functional team increases creativity in new product development leading to shorter development time and higher product innovativeness. Research in new product development has identified a number of organisational practices associated with supporting organisational creativity in cross-functional team including frequent and open communication, building organisational slack, attitude to risk and top management commitment. Using a single case study approach, this paper explores the challenges associated with the implementation of such organisational practices in the R&D department of a large telecommunication company. Challenges include sequential involvement of functions in the team, broken communication between different teams, management attitude to resource constraints, and short term management focus on incremental innovation.
Original languageEnglish
Pages (from-to)537-554
Number of pages18
JournalInternational Journal of Innovation Management
Issue number4
Publication statusPublished - Dec 2009


  • innovation
  • new product development
  • cross-functional teams
  • time to market
  • product innovativeness


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