Interpersonal trust between marketing and R&D during new product development projects

Graham R. Massey, University of Technology, Sydney
Elias Kyriazis, University of Wollongong

Abstract

The primary objective of this research is to test a model examining interpersonal trust between marketing managers and R&D managers during new product development projects. In this study interpersonal trust as a bi-dimensional construct with cognitive and affective components is conceptualised. The authors’ integrative structural model specifies Weber’s structural/bureaucratic dimensions – formalisation and centralisation to predict three communication dimensions, communication frequency, quality, and bi-directionality. In turn these communication dimensions are used to predict cognition-based trust, and affect-based trust. In addition, the paper models the direct effects of the three communication dimensions on a dependent variable – perceived relationship effectiveness. The hypothesised model consists of 16 hypotheses, seven of which relate to the two focal interpersonal trust constructs. The measures were tested and a structural model estimated by using PLS. Data were provided by 184 R&D managers in Australia, reporting on their working relationship with a counterpart marketing manager during a recent product development project.