Gestão & Produção
https://gestaoeproducao.com/article/doi/10.1590/0104-530x4039-20
Gestão & Produção
Artigo Original

Effects of coexistence of marketing and operations on product innovation performance

Coexistência de marketing e operações e o sucesso da inovação

Jandir Balensiefer Vicenzi; Verner Luis Antoni; Claudio Damacena; Carlos Henrique Riss; Thayane Woellner Sviercoski Manosso

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Abstract

Abstract: The present study aimed at investigating the impact of the coexistence of marketing and operations on product innovation performance in the flexible plastic packaging industry in Brazil. To this end, the study was conducted in two stages: one, exploratory and qualitative, and the other, descriptive and quantitative. In the first stage, a construct was chosen and validated to identify the effect of integrating the functions of innovation and develop an instrument for data collection. In the second stage, we defined the research population, collected data, and performed statistical analysis of the results. To measure the relationship of marketing and operations, we used a theoretical construct which investigates the level of integration in the four phases of the new product development process and innovation performance, considering both financial and non-financial dimensions. Data were collected through a structured questionnaire and statistically analyzed through linear regression and correlations between variables. The results showed that the integration of these areas has a positive and significant impact on the success of innovation, indicating that information-sharing in the initial and final stages of the product innovation process is a driver for achieving better performance. One of the main findings of this study is that, in isolation, the field of marketing does not perceive the impact of the integration of functions on innovation.

Keywords

Integration, Marketing, Operations, Innovation performance

Resumo

Resumo: O presente estudo teve como objetivo investigar o impacto da coexistência de marketing e operações no desempenho em inovação de produtos, na indústria de embalagens plásticas flexíveis do Brasil. Para alcançar o objetivo proposto, o estudo ocorreu em duas etapas, uma exploratória e qualitativa e outra descritiva e quantitativa. Na primeira, foi definido e validado o construto para identificar o efeito da integração entre as funções na inovação e elaborado o instrumento de coleta de dados. Na segunda, procedeu-se a definição da população da pesquisa, a coleta de dados e a análise estatística dos resultados. Para mensurar a relação de coexistência entre marketing e operações, utilizou-se um construto teórico que investiga o nível de integração nas quatro fases do processo de desenvolvimento de novos produtos e o desempenho em inovação, considerando dimensões financeiras e não financeiras. Os dados foram coletados por meio de um questionário estruturado e analisados estatisticamente por meio de regressão linear e correlações entre as variáveis. Os resultados evidenciaram que a integração entre as áreas tem impacto positivo e significativo no sucesso da inovação, indicando que os direcionadores para o alcance de um melhor desempenho encontram-se no compartilhamento de informações nos estágios iniciais e finais do processo de inovação em produtos. A verificação das percepções das duas áreas, isoladamente, indicou que a área de marketing não percebe a relação da integração entre as funções e a inovação, tornando-se essa uma das principais contribuições do estudo.

Palavras-chave

Integração, Marketing, Operações, Desempenho em inovação

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