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In the present-day competitive business environment, organisations increasingly adopt a cross-functional team approach for product or process development. A cross-functional team consists of employees from different functional areas such as research and development, production, marketing, finance, engineering, quality control, procurement and customer service. These members work together toward a common innovation or development objective. The approach is particularly important in the management of R&D and innovation because successful innovation requires the integration of technical, commercial and operational knowledge. Traditionally, product development was often performed sequentially. The R&D department developed a product, after which production, marketing and other departments became involved. Such a system could result __________ ________ ________ _______ ____.
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