The Impact Of Internal Communication And Collaboration Between Operations And Marketing On New Service Development | Taeho Park, Minho Lee, Ming Zhou & Changho Kim

Intense competition in the service industry has led service firms to develop an increasing stream of new service products, of which, the life cycles are becoming much shorter than ever. This recent change in the service business environment has required operations and marketing functions to be integrated more closely. Creation of the integrated and collaborative interface between these two functions has been reported as a challenging task, nevertheless is crucial to a firm’s performance. Therefore, this research empirically studied the impact of communication and collaboration between operations and marketing on new service product development and potentially, better business performance.