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 relationships and their influence on a new product performance.