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Hernández Betancur, J.-E., Montoya, L. A., & Montoya Restrepo, I. (2022). An approach to the organizational strategic decision-moment in new product development. Kepes, 19(26), 19–53. https://doi.org/10.17151/kepes.2022.19.26.2
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Authors
Juan-Esteban Hernández Betancur
Tecnológico de Antioquia
Luz Alexandra Montoya
Universidad Nacional de ColombiaIván Montoya Restrepo
Universidad Nacional de ColombiaAbstract
Purpose: To explain the strategic decision-moment behaviour from an organizational approach, particularly from the cross-functional integration in new product development processing. Design: The methodology is focused on agent-based simulation, particularly using NetLogo software. Virtual experiments were developed to identify the effect of the agents interactions with each other and with the environment. Results: The presence of prior information and the disposition of the interaction meetings among departments in the cross-functional integration processes have a decreasing impact on the number of steps required to reach an agreement, but the number of necessary decisional interactions is not affected. Limitations: The comprehension of the decision-moment that is made within this research process is focused on the organizational approach to the development of new products. It is interesting to contrast the results with other organizational approaches and with studies on real cases. Originality: Application of agentbased simulation on the functional understanding of the strategic decision-moment in the organizational context.
References
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Bardhan, A. K. & Pattnaik, S. (2017). Effect of cross-functional integration between operations and marketing on negative critical incidents. Total Quality Management and Business Excellence, 28(11-12), 1357-1377. https://doi.org/10.1080/14783363.2016.1147943
Berumen, S. & Llamazares, F. (2007). La utilidad de los métodos de decisión multicriterio (como el ahp) en un entorno de competitividad creciente. Cuadernos de Administración, 20(34), 65-87.
Brown, S. & Eisenhardt, K. (2013). Product development: Past research, present findings, and future directions. Academy of Management, 20(2), 343-378.
Ernst, H., Hoyer, W. & Rübsaamen, C. (2010). Sales, marketing, and research-and- development cooperation across new product development stages: Implications for Success. American Marketing Association, 74(September), 80-92.
García-Valdecasas, J. (2011). La simulación basada en agentes: una nueva forma de explorar los fenómenos sociales. Revista Española de Investigaciones Sociológicas, 136(136), 91-109. https://doi.org/10.5477/cis/reis.136.91
García-Valdecasas, J. (2016). Simulación basada en agentes. Introducción a NetLogo (Centro de). Cuadernos metodológicos.
Genç, E. & Di Benedetto, C. A. (2015). Cross-functional integration in the sustainable new product development process: The role of the environmental specialist. Industrial Marketing Management, 50,150-161. https://doi.org/10.1016/j.indmarman.2015.05.001
Ghezzi, A. (2013). Revisiting business strategy under discontinuity. Management Decision, 51(7), 1326-1358. https://doi.org/10.1108/MD-05-2012-0388
Gilbert, N. & Abbott, A. (2005). Introduction. American Journal of Sociology, 110(4), 859-863. https://www.journals.uchicago.edu/doi/10.1086/430413
Gilbert, N. & Troitzsch, K. (2005). Simulation for the social scientist (Second). Open University Press.
Greenstein, G. (2015). Timing and decision making. Euro Working Group Conferences on Decision Support Systems, EWG-DSS 2014 and Group Decision and Negotiation, GDN
2014, 89-100.
Hernández, J. (2020). Strategic decision-moment: A look from an organizational approach based on deliberate and emergent strategies with the use of agent-based modeling,[Doctoral Thesis] Institutional Repository UNAL. https://repositorio.unal.edu.co/handle/unal/78582
Hernández, J., Montoya, I. & Montoya, L. (2019). Deliberate strategy deconstructing event for the arising of the emergent strategy. Journal of Engineering and Applied Sciences, 11(22), 8452-8463. https://doi.org/10.36478/jeasci.2019.8452.8463
Hernández, J., Montoya, I. & Montoya, L. (2017). The moment of decision from the perspective of deliberate and emergent strategies. Ad-Minister, 31, 93-114. https://doi.org/10.17230/ad-minister.31.6
Hernández, J., Montoya, I. & Montoya, L. (2016). Substantive and instrumental variables of the moment of decision. Espacios, 37(13).
http://www.revistaespacios.com/a16v37n13/16371311.html#intro
Hernández, J, Montoya, I. & Montoya, L. (2015). The mourning of the deliberate strategy for the arising of the emergent strategy. TOJET: The Turkish Online Journal of Educational Technology, 1, 547-556
Hernández, R., Fernandez, C. & Baptista, P. (2006). Metodologia de la Investigación (4th ed.). McGraw Hill.
Jeffrey, P. (2003). Smoothing the Waters: Observations on the Process of Cross-Disciplinary Research Collaboration. Social Studies of Science, 33(4), 539-562. https://doi.org/10.1177/0306312703334003
Kang, M., Lee, G., Hwang, D. W., Wei, J. & Huo, B. (2020). Effects of cross-functional integration on NPD success: mediating roles of customer and supplier involvement. Total Quality Management and Business Excellence, 0(0), 1-17. https://doi.org/10.1080/14783363.2020.1736543
Li, X., Sarpong, D. & Wang, C. (2022). Collaborative strategic foresight and new product development in chinese pharmaceutical firms. IEEE Transactions on Engineering
Management, 69(2), 551-563. https://doi.org/10.1109/TEM.2020.3040041
Lin, C.-Y. C. (2012). Strategic Decision-Making with Information and Extraction Externalities: A Structural Model of the Multi-Stage Investment Timing Game in Offshore Petroleum Production. Review of Economics and Statistics, 95(5), 1601-162. https://doi.org/10.1162/REST_a_00319
Minguela, B., Rodríguez, A. & Arias, D. (2000). Desarrollo de nuevos productos: consideraciones sobre la integración funcional. Cuadernos de Estudios Empresariales, 10, 165-184. http://dx.doi.org/10.5209/CESE.10879
Moreno, J., Velásquez, J. & Ovalle, D. (2007). A Methodological Approach for the Construction of Multi-Agent Based Simulation Models. Avances en Sistemas e Informática, 4(2), 145-154. https://repositorio.unal.edu.co/handle/unal/24134
Narváez, P. (2013). Derrida y algunas implicaciones ético-políticas de la deconstrucción de la presencia. Ediciones Uniandes.
Orlikowski, W. & Yates, J. (2002). It's about time: Temporal structuring in organizations. Organization Science, 13(6), 684-700. https://www.jstor.org/stable/3086088
Paul, S., Saunders, C. & Haseman, W. (2005). A question of timing: The impact of information acquisition on group decision making. Information Resources Management Journal, 18(4), 81-100. https://doi.org/10.4018/irmj.2005100105
Pei, X., Tian, G. & Mcavoy, D. (2019). Relationships between different types of servitization and operational performance: Considering the effect of cross-function integration. Revista de Cercetare Si Interventie Sociala, 64, 181-198. https://doi.org/10.33788/rcis.64.15
Peljhan, D. & Marc, M. (2021). Risk management and strategy alignment: influence on new product development performance. Technology Analysis and Strategic Management, 0(0), 1-13. https://doi.org/10.1080/09537325.2021.2011192
Ruekert, R. & Walker, O. (1987). Marketing's interaction with other functional units: A conceptual framework and empirical evidence. Journal of Marketing, 51(1), 1-19.
Sáez Vacas, F., García, O., Palao, J. & Rojo, P. (2003). Teoría general del entorno. In Innovación tecnológica en las empresas (pp. 1-25). Universidad Politécnica de Madrid. https://doi.org/10.1108/01437730410521831
Salancik, G. & Pfeffer, J. (1978). A social information processing approach to job attitudes and task design. Administrative Science Quarterly, 23(2), 224-253. https://doi.org/10.2307/2392563
Song, M. & Parry, M. (1997). The determinants of japanese new product successes. Journal of Marketing Research, 34(1), 64-76. https://doi.org/10.1177/002224379703400106
Song, X., Thieme, R. & Xie, J. (1998). The impact of cross-funtional joint involvement across product development stages: An exploratory study. Journal of Product Innovation Management, 15, 289-303.
Tzovara, A., Murray, M. M., Bourdaud, N., Chavarriaga, R., Millán, J. D. R. & De Lucia, M. (2012). The timing of exploratory decision-making revealed by single-trial topographic EEGanalyses. NeuroImage, 60(4), 1959-1969. https://doi.org/10.1016/j.neuroimage.2012.01.136
Urban, G. & Hauser, J. (1993). Design and marketing of new products. Prentice-Hall. https://archive.org/details/designmarketingo00urba/page/692
Yongsheng, Z. & Jinjie, X. (2019). The concave relevance between R&D/Marketing functional integration and product innovation performance of environmentally friendly enterprises in China. Ekoloji, 28(107), 1495-1502.
Zhao, X., Huo, B., Selen, W. & Yeung, J. H. Y. (2011). The impact of internal integration and relationship commitment on external integration. Journal of Operations Management, 29(1-2), 17-32. https://doi.org/10.1016/j.jom.2010.04.004
Axelrod, R. (2005). Advancing the art of simulation in the social sciences. Simulating Social Phenomena, 12(3), 21-40.
https://doi.org/10.1002/(SICI)1099-0526(199711/12)3:2<16::AIDCPLX4>3.0.CO;2-K
Bardhan, A. K. & Pattnaik, S. (2017). Effect of cross-functional integration between operations and marketing on negative critical incidents. Total Quality Management and Business Excellence, 28(11-12), 1357-1377. https://doi.org/10.1080/14783363.2016.1147943
Berumen, S. & Llamazares, F. (2007). La utilidad de los métodos de decisión multicriterio (como el ahp) en un entorno de competitividad creciente. Cuadernos de Administración, 20(34), 65-87.
Brown, S. & Eisenhardt, K. (2013). Product development: Past research, present findings, and future directions. Academy of Management, 20(2), 343-378.
Ernst, H., Hoyer, W. & Rübsaamen, C. (2010). Sales, marketing, and research-and- development cooperation across new product development stages: Implications for Success. American Marketing Association, 74(September), 80-92.
García-Valdecasas, J. (2011). La simulación basada en agentes: una nueva forma de explorar los fenómenos sociales. Revista Española de Investigaciones Sociológicas, 136(136), 91-109. https://doi.org/10.5477/cis/reis.136.91
García-Valdecasas, J. (2016). Simulación basada en agentes. Introducción a NetLogo (Centro de). Cuadernos metodológicos.
Genç, E. & Di Benedetto, C. A. (2015). Cross-functional integration in the sustainable new product development process: The role of the environmental specialist. Industrial Marketing Management, 50,150-161. https://doi.org/10.1016/j.indmarman.2015.05.001
Ghezzi, A. (2013). Revisiting business strategy under discontinuity. Management Decision, 51(7), 1326-1358. https://doi.org/10.1108/MD-05-2012-0388
Gilbert, N. & Abbott, A. (2005). Introduction. American Journal of Sociology, 110(4), 859-863. https://www.journals.uchicago.edu/doi/10.1086/430413
Gilbert, N. & Troitzsch, K. (2005). Simulation for the social scientist (Second). Open University Press.
Greenstein, G. (2015). Timing and decision making. Euro Working Group Conferences on Decision Support Systems, EWG-DSS 2014 and Group Decision and Negotiation, GDN
2014, 89-100.
Hernández, J. (2020). Strategic decision-moment: A look from an organizational approach based on deliberate and emergent strategies with the use of agent-based modeling,[Doctoral Thesis] Institutional Repository UNAL. https://repositorio.unal.edu.co/handle/unal/78582
Hernández, J., Montoya, I. & Montoya, L. (2019). Deliberate strategy deconstructing event for the arising of the emergent strategy. Journal of Engineering and Applied Sciences, 11(22), 8452-8463. https://doi.org/10.36478/jeasci.2019.8452.8463
Hernández, J., Montoya, I. & Montoya, L. (2017). The moment of decision from the perspective of deliberate and emergent strategies. Ad-Minister, 31, 93-114. https://doi.org/10.17230/ad-minister.31.6
Hernández, J., Montoya, I. & Montoya, L. (2016). Substantive and instrumental variables of the moment of decision. Espacios, 37(13).
http://www.revistaespacios.com/a16v37n13/16371311.html#intro
Hernández, J, Montoya, I. & Montoya, L. (2015). The mourning of the deliberate strategy for the arising of the emergent strategy. TOJET: The Turkish Online Journal of Educational Technology, 1, 547-556
Hernández, R., Fernandez, C. & Baptista, P. (2006). Metodologia de la Investigación (4th ed.). McGraw Hill.
Jeffrey, P. (2003). Smoothing the Waters: Observations on the Process of Cross-Disciplinary Research Collaboration. Social Studies of Science, 33(4), 539-562. https://doi.org/10.1177/0306312703334003
Kang, M., Lee, G., Hwang, D. W., Wei, J. & Huo, B. (2020). Effects of cross-functional integration on NPD success: mediating roles of customer and supplier involvement. Total Quality Management and Business Excellence, 0(0), 1-17. https://doi.org/10.1080/14783363.2020.1736543
Li, X., Sarpong, D. & Wang, C. (2022). Collaborative strategic foresight and new product development in chinese pharmaceutical firms. IEEE Transactions on Engineering
Management, 69(2), 551-563. https://doi.org/10.1109/TEM.2020.3040041
Lin, C.-Y. C. (2012). Strategic Decision-Making with Information and Extraction Externalities: A Structural Model of the Multi-Stage Investment Timing Game in Offshore Petroleum Production. Review of Economics and Statistics, 95(5), 1601-162. https://doi.org/10.1162/REST_a_00319
Minguela, B., Rodríguez, A. & Arias, D. (2000). Desarrollo de nuevos productos: consideraciones sobre la integración funcional. Cuadernos de Estudios Empresariales, 10, 165-184. http://dx.doi.org/10.5209/CESE.10879
Moreno, J., Velásquez, J. & Ovalle, D. (2007). A Methodological Approach for the Construction of Multi-Agent Based Simulation Models. Avances en Sistemas e Informática, 4(2), 145-154. https://repositorio.unal.edu.co/handle/unal/24134
Narváez, P. (2013). Derrida y algunas implicaciones ético-políticas de la deconstrucción de la presencia. Ediciones Uniandes.
Orlikowski, W. & Yates, J. (2002). It's about time: Temporal structuring in organizations. Organization Science, 13(6), 684-700. https://www.jstor.org/stable/3086088
Paul, S., Saunders, C. & Haseman, W. (2005). A question of timing: The impact of information acquisition on group decision making. Information Resources Management Journal, 18(4), 81-100. https://doi.org/10.4018/irmj.2005100105
Pei, X., Tian, G. & Mcavoy, D. (2019). Relationships between different types of servitization and operational performance: Considering the effect of cross-function integration. Revista de Cercetare Si Interventie Sociala, 64, 181-198. https://doi.org/10.33788/rcis.64.15
Peljhan, D. & Marc, M. (2021). Risk management and strategy alignment: influence on new product development performance. Technology Analysis and Strategic Management, 0(0), 1-13. https://doi.org/10.1080/09537325.2021.2011192
Ruekert, R. & Walker, O. (1987). Marketing's interaction with other functional units: A conceptual framework and empirical evidence. Journal of Marketing, 51(1), 1-19.
Sáez Vacas, F., García, O., Palao, J. & Rojo, P. (2003). Teoría general del entorno. In Innovación tecnológica en las empresas (pp. 1-25). Universidad Politécnica de Madrid. https://doi.org/10.1108/01437730410521831
Salancik, G. & Pfeffer, J. (1978). A social information processing approach to job attitudes and task design. Administrative Science Quarterly, 23(2), 224-253. https://doi.org/10.2307/2392563
Song, M. & Parry, M. (1997). The determinants of japanese new product successes. Journal of Marketing Research, 34(1), 64-76. https://doi.org/10.1177/002224379703400106
Song, X., Thieme, R. & Xie, J. (1998). The impact of cross-funtional joint involvement across product development stages: An exploratory study. Journal of Product Innovation Management, 15, 289-303.
Tzovara, A., Murray, M. M., Bourdaud, N., Chavarriaga, R., Millán, J. D. R. & De Lucia, M. (2012). The timing of exploratory decision-making revealed by single-trial topographic EEGanalyses. NeuroImage, 60(4), 1959-1969. https://doi.org/10.1016/j.neuroimage.2012.01.136
Urban, G. & Hauser, J. (1993). Design and marketing of new products. Prentice-Hall. https://archive.org/details/designmarketingo00urba/page/692
Yongsheng, Z. & Jinjie, X. (2019). The concave relevance between R&D/Marketing functional integration and product innovation performance of environmentally friendly enterprises in China. Ekoloji, 28(107), 1495-1502.
Zhao, X., Huo, B., Selen, W. & Yeung, J. H. Y. (2011). The impact of internal integration and relationship commitment on external integration. Journal of Operations Management, 29(1-2), 17-32. https://doi.org/10.1016/j.jom.2010.04.004
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