Abstract
This research investigates the relationship between customer involvement, supplier involvement, cross-functional department integration, and new product development (NDP) in the financial services industry. A survey tool was constructed and pre-tested. A total of 125 effective questionnaires distributed to financial services firms in Taiwan were returned. We found that customer involvement has a significant positive effect on the NPD process and on cross-functional integration, whereas cross-functional integration has a significant positive effect on the NPD process.
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