Cross‐functionality and leadership of the new product development teams

This study analyses the effect of the use of cross‐functional teams and effective leaders on the success of the new product development (NPD) process. With this aim, a sample of 125 firms representing the most innovative industries in Spain has been used. Results show that firms using cross‐functional teams obtain a more effective NPD process (that is, better development times and costs, and superior products) and a higher percentage of new products that are successful in the market. Likewise, the firms that use effective leaders achieve better development times, superior products and a higher level of customer satisfaction.