A Case Study Of Cross-Functional Teamwork Factors In Determining New Product Performance In Mitsubishi Electric (Malaysia) Sendirian Berhad

Norshafika , Rahmat (2013) A Case Study Of Cross-Functional Teamwork Factors In Determining New Product Performance In Mitsubishi Electric (Malaysia) Sendirian Berhad. Project Report. UTeM, Melaka. (Submitted)

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Abstract

The importance of new product development has grown dramatically over the last few decades. Todays, developing an effective and efficiency new product development is necessary to enhance product performance. There are many factors can be used to improve the product performance. One of the factors that determine new product performance is cross-functional teamwork. Cross-functional teamwork is the backbone for organization because they are contributes and enhances problem solving skills. The purpose of this study is to investigate the effects of crossfunctional teamwork factors in determining new product performance in electrical & electronic industry. On the other hands, in new product development, the effectiveness of cross-functional teamwork and new product performance seem to be correlated. It is because the effectiveness of cross-functional teamwork will be effect in increasing product performance. In this study, electrical & electronic industry will be selected that is Mitsubishi Electric (Malaysia) Sdn. Bhd to investigate how crossfunctional teamwork factors effects the performance of new product development. The research utilise cross-functional teamwork are affecting by functional diversity, trust, and coordination. Therefore, this study is use qualitative method by conduct in depth interview to examine the effects of cross-functional teamwork factors and new product performance. The respondents involve in this study is engineer and manager level. The effective and efficiency teamwork factor is found that lead to the enhancement of product performance. There is one of the importance factors that contribute to the effectiveness cross-functional teamwork and it was affect the product performance. In hope that, according of this research, many organizations can implement the concept of Cross-functional teamwork factors to increase the new product performance and perform better processes on the future. Keyword: New product development, New product performance, Cross-functional teamwork, Functional diversity, Trust and Coordination

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