Journal of technology management & innovation
On-line version ISSN 0718-2724
JUGEND, Daniel and DA SILVA, Sérgio Luis. Integration in New Product Development: Case Study in a Large Brazilian High-Technology Company. Journal of Technology Management & Innovation [online]. 2012, vol.7, n.1, pp.52-63. ISSN 0718-2724. http://dx.doi.org/10.4067/S0718-27242012000100004.
Proficiency in management activities undertaken in product development processes is regarded as a key competitive advantage for companies, particularly for high-tech industrial firms, which benefit from the important competitiveness factor of launching products with a differentiated technological content. This paper’s objective was to identify, through case study, practices for integration between the roles of R & D with others involved in product development in a large Brazilian company of industrial automation. The results suggest some management practices to improve the integration in new products development, such as the use of employees from marketing with knowledge and experience previously gained from R & D activities and uses the heavyweight product manager to solve synchronization problems between product and technology development.
Keywords : Integration; technology management; new product development; brazilian high-technology company.